Successfully Rebranding Your Small Business Online
If there is one thing that we know (and we know a lot) it is that the world of business is ever evolving, meaning that rebranding is often a necessary step to stay relevant and competitive.
And don’t think you’re off the hook! Small Businesses, just like their larger counterparts, sometimes need a fresh look and feel to better connect with their target audience and adapt to changing market dynamics.
Luckily for you, the internet can sometimes be used for good instead of evil. It provides more accessible tools than ever to successfully rebrand, and we’re here to tell you all about how to use them. We promise you’ll thank us later!
Define your Goals
Before diving into our fabulous expert advice on the technicalities of rebranding, it's essential that you have a clear understanding of why you're doing it. If you’re doing it purely for the sake of it, that's not a very good reason and you aren’t going to get anywhere with it.
Are you expanding your product line? Targeting a different demographic? Updating your image? Defining your goals and objectives will guide your rebranding efforts and ensure you reach the desired result.
Create a Consistent Visual Identity
So, now onto the most obvious part of a rebrand, the facelift. Update your brand’s logo, colour palette, and typography to modernise them and align them with your brand’s new direction.
Your business’s Website is often the first point of contact for your potential Customers, so it needs to be updated right away with your new visual elements to reflect your new brand identity.
However, you can’t just stop there, all of your other Online assets need to be visually updated as well, otherwise you are going to have multiple different Online brand identities, confusing your audience and maybe even leading them to believe that they are different businesses.
At the same time as you update your Website, make sure you update all of your Social Media profile pictures, blog elements, and emails to ensure a consistent brand identity
Develop a Content Strategy
While giving your brand a shiny new face is fun to look at, it means nothing if you don’t have a new brand message to go along with it. A successful rebranding strategy includes not only a visual overhaul but also a story that resonates with your target market.
Your new brand’s new message may be fantastic but what is the point of it if no one knows about it? All you would be doing is shouting into the void, and you aren’t going to get any Customers that way. Make sure that your business's Online platforms, such as your blog and Social Media have a consistent flow of content. You should have really been doing this already if you listened to us…
Realign your Online content with your new brand messaging. Ensure your blog, Social Media, email campaigns, and other Online assets are consistently delivering the updated brand message.
However, don’t just spring your rebrand on your audience, otherwise if they see a Social Media page, Website, or email that looks and reads completely different to what they are used to, they may think that it is spam or another brand entirely, leading them to unfollow and unsubscribe! We’re going to go out on a limb and guess that that is the opposite of what you want out of your rebrand?
Instead, advertise that your rebrand is coming, this not only prepares them for the changes but also incites their anticipation. Utilise Social Media platforms to introduce your rebrand to your audience. Share your journey and behind the scenes content to create engagement and excitement.
Update Your Keywords
During your business’s rebrand make sure that you audit your Website’s Search Engine Optimisation keywords to match your new brand focus.
Presumably you want people to actually know about your rebrand and updating your SEO keywords will help your business’s rankings in Search Engine Results, which leads to a wider Customer base and more sales, resulting in further success for your business, and we’re assuming that is what you want, why else would you be reading this blog? And that’s what we’re here to help with!
There you go, all of our expert advice on rebranding Online all wrapped up into one amazing blog post. So, what are you waiting for? Start your business’s rebranding journey today, we can’t wait to see its shiny new facelift!