The rebranding process is cumbersome and can take a great deal of time and effort for any small business. To effectively execute a digital rebrand, you must first ask yourself:
Why would a rebrand provide a strategic advantage for your business?
What steps are necessary for your business to successfully rebrand?
Here are four reasons why you may want to execute a digital rebrand:
A customer’s perception of your brand can impact your bottom line.
If you don’t continue to rebrand at the rate in which digital branding practices evolve, you can fall victim to an upstart competitor that has a more relevant digital brand.
If you believe your business’ digital brand is behind the curve, you should consider a digital rebrand.
2. Stimulate growth
Today, consumers can access highly relevant content based on their specific interests.
As a result, they also migrate to other corners of the Internet which may be difficult for brands to find and engage with niche audiences.
If you’re looking to stimulate growth, you may consider a digital rebrand to open your business to emerging markets.
3. Achieve long-term market expansion
A rebrand can become a public expression of a company’s evolution.
If you are looking to remain relevant in the digital space for more than 10 years, you must consider a digital rebrand.
Consider digital rebranding as an attempt to proactively go where your consumers will be.
4. Innovation = profitability
Perception is reality in the marketplace. If your small business is perceived as having an inadequate or outdated brand, it will negatively impact your perceived quality and profitability.
Don’t fall victim to this.
SEE ALSO: What is Digital Branding?
Before You Rebrand
Before rebranding, take stock of your brand’s strengths and weaknesses. Try to understand the total picture and not just a snapshot view.
Ask these questions:
What Is Your Mission? How is your mission meeting the challenges and needs of consumers?
What Is Your Audience Saying? Ask customers, clients, consumers, contractors, employees, and industry experts their opinion about your business.
How Digitally Savvy Is Your Audience? Are they desktop users or mostly mobile? Are you using the best digital tools to better serve your target audience?
You must determine their user behavior in the digital space before deciding on which direction is best.
What to Do When Rebranding Your Small Business
There are several steps necessary to transition from your old brand.
1. Update your website and rebrand your social profiles
Update your website to be aligned with the current trends and designs that are standard for your industry.
Make sure your social media accounts are set up and messaging is consistent across the board.
2. Introduce your new brand
During your introduction, alleviate some immediate concerns by explaining why you chose to rebrand.
You also want to reiterate your brand promise and mission.
Some people aren’t as comfortable with change as you are. Paint a picture that outlines what this rebrand means for customers.
3. Promote your rebrand
Create and share collateral to promote your rebrand. Share this content via social media to get consumers accustomed to seeing and engaging with the new brand.
Consider video, blog posts, or infographics that will give your audience more insight into the rebrand. If you have the budget, also consider digital ads.
Overall, digital rebranding is essential to convey your level of quality, relevance, and innovation to your target audience.
A well-executed rebrand can allow your business become the leading voice in your industry.