There are a plethora of reasons you might consider re-branding, but some of the most common situations are the desire to reposition your brand in an existing market, or move into a new market; or simply to update your brand to fit a more modern or relevant image that suits the direction of your business goals.
Re-branding is not something you want to jump into without some forethought and preparation. Some considerations that you need to make include:
Determining Your New Brand –
- What values do I want my new brand to communicate?
- Which audiences do I want my new brand to reach?
- What makes my new brand unique?
- How does my new brand communicate with my target audience?
Once you have a comprehensive plan of action, and have your new brand imagery in place, you will need to update your brand assets, which include the lengthy effort of making an inventory of the assets you are currently using and determining how they need to be changed. Keep in mind that some immediate legal requirements may need to be done:
- Business Registration – if you need to change your official business name as part of the rebranding process, you may need to update your business registration with the government.
- Tax Information – you may or may not need to update your tax information with the government.
- Update W-9s – if you’ve issued W-9s to other companies as part of receiving payment, you’ll need to update those documents to reflect your new business name (if you’ve officially changed the legal standing of your brand).
You will probably need to update the following Digital Assets:
- Domain Name(s) – if your rebrand involves changing your domain name, you’ll need to register your new domain name and transfer all content over.
- Website Design – rebranding usually involves a completely new look to differentiate yourself from your old brand. You’ll need to edit your existing content to fit with your new image.
- Social Media Accounts – secure new usernames and change existing accounts or pages to your new brand.
- Social Media Graphics – update your cover graphics and profile pictures for all of your social accounts.
- Email Marketing – You’ll need to update all the branding in your email marketing software, as well as any newsletter assets that you regularly use. This is especially important to comply with spam regulations.
- Promotional Materials – any existing marketing materials you wish to continue using will need to be updated with your new branding.
- Email Addresses – set up email addresses for your new brand and redirect old mail to the proper new address.
Re-branding your Website will mean taking your current SEO efforts into consideration:
- 301 Redirects – Setting up proper 301 redirects to send readers (and search engine robots) from your old domain to your new domain is massively important to maintaining your SEO traffic.
- Inbound Links – existing links should redirect readers to your new brand if you set up 301 redirects, if not check that any inbound links that you have set up go to your newly branded website.
- Backlinks – you need to commit to outreach to all your major backlinks. Ask them to update their links to your new website to avoid any confusion for their readers.
- Directory Listings – find all the directories listing your existing business website and request they update your listing to reflect your rebranding.
- Google Search – create a new Google Search Console property to reflect your new brand.
- Google Analytics – update your Google Analytics account to your new brand to ensure you can accurately track your website’s performance.
- Update References & Internal Links – if you are simply transferring existing content, you’ll need to update all of your internal links to point to your new domain. You’ll also need to update any references to your brand in archived blog posts.
Redesign and Update Your Business Collateral:
Updating your business cards, letterheads, stationery, envelopes, brochures and other marketing materials helps make the big jump to the ‘New You’. See Print Media.
Finally you’ll need to promote your new brand. Here are a couple of ways to bring awareness to your new brand:
- Add a Notification to Your Home Page – adding a notification to your front page is a great way to catch redirected users who may be confused why they’re on a different website.
- Write a Blog Post – write a post announcing the change and introducing your new brand.
- Blast Your Email List – broadcast an announcement to all of your subscribers. Inform them of the change and any other relevant information. You can even send out some emails leading up to your rebranding so readers aren’t surprised by the change.
- Leverage Social Media – once your rebrand goes live, push this information hard on social media. Most social media networks allow making a post “sticky.” Take advantage of this to make a sticky post notifying followers of your rebranding.
Re-branding your business is no small undertaking, and it’s going to take some real time and effort to update all of your assets and promote your ‘new’ business. See PurpleTree’s Web Design for rebranding your existing website.