How to Successfully Rebrand Online
A brand is more than a logo or a perfectly planned color scheme. It’s a promise to your customers. To move your company forward, harmonize your business’ identity with its brand and better identify your goals, your brand must be cohesive across all platforms. Already tackled your stationery and collateral? You’re likely forgetting the bigger picture — 84% of your customers make contact with your brand online. When it comes to instituting a rebrand online, is your strategy covering all your bases?
The most important place you should follow-through with your rebrand is on your company’s website. Your website should convey the new messaging, not just the new look and feel. Hype people up by giving them something to explore, not just updating your website’s rotator images. A customized website redesign or a custom template website will work wonders for showing your customers you’re serious about the brand identity. Another part of your rebrand strategy should be to track the traffic impact of the change. Google Analytics installed on both your old and new sites will give you a baseline for comparing the old brand with the new.
Consistency is key to any rebrand strategy. More than 30% of your website’s traffic may be coming from your social channels. In your rebrand strategy, highlight the need for a refreshed tone and graphics to be utilized in your social profiles. Standardize your social handles and pay special attention to claiming them ahead of time if you’re moving forward with a new name. Your social media channels should be updated to reflect your new change and should be in sync with each other. Implement your new brand in the profile pictures and cover photos of each site: Facebook, Twitter, LinkedIn, YouTube, Tumblr, Google + and any others you may utilize. Everything should feel related, familiar. After all, they are all subsets of your brand.
As you move through your rebrand process, be sure to keep your customers engaged and informed. Surprising them with a whole new brand overnight may be exciting, but it may also cause confusion. Unveil your brand in pieces, with teasers, via every medium your company has a defined presence on and with language that invites them to travel across platforms. Celebrate with stakeholders, vendors and employees with a party. Check out how we helped John Michael Exquisite Weddings & Catering rebrand and organize the big unveiling. Share it with tight, loyal customers through eblasts and enewlsetters. Mention it to a broad, loyal public on social.
Rethinking the way you rebranded? Appleton Creative is an award-winning, full-service advertising agency that specializes in Orlando web design services and rebranding. We help you deliver a strong, unified visual and verbal presence through branding and messaging, both on and offline. Appleton works with local, national and international clients to standardize any company’s look and communications across print, web, social media and video. Reach your target customers in the right places and establish highly qualified leads with a dynamic and accessible website. Your branding goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.