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How To Rebrand Your Website Business

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Harry Trott
February 14, 2017


Harry Trott
Harry Trott has written 7 articles for WebKnowHow.
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Rebranding is a requirement that occurs organically in every business’ life. Your business may have branched into other arenas, the market may have become extremely competitive or your audience expectations may have changed significantly – whatever the reason to necessitate the rebrand, it is important to act on it quickly but in a well-planned manner.

If you believe that your business needs to be rebranded, the following pointers could help you form a comprehensive plan.

Establish why

Rebranding isn’t something you do on a whim. Clearly defining the business need that demands the rebranding exercise will eliminate uncertainty during the process. The ‘why’ will essentially dictate what direction the rebranding takes. Statistical data to support your stance would serve to strengthen the case.

Research

Once you’ve defined why your brand needs an overhaul, get some research going. At this juncture, it is incredibly insightful to know how your existing brand is perceived by customers. Conduct direct surveys, make calls, send e-mails – anything that can effectively inform you about the customers’ recommendations and pain points. It’s also a good idea to take a look at the market in general to note how customers are responding to other brands. Studying your competitors’ branding can provide additional clues as to what works and what doesn’t.

Identify new brand promise and story

Once you have enough information in hand, it should be fairly simple to define your brand promises. Make sure that they are relevant and actionable. You also need to create your brand story at this point. Your brand story will play an important role in all your brand-related activities for years to come. A great brand story resonates with target audiences and enhances recall.

Get organization-wide buy-in

When rebranding your business, it is important to get employee buy-in as well. It can be an additional source of insight. For instance, customer-facing teams are likely to have information on customers’ outlook. They could even pitch in with their suggestions of what they believe will strengthen the brand. It will also help employees feel connected to the business and improve loyalty.

Recreate brand identity

Redesigning brand identity is the next stage of process. This includes business name, logos, colours, taglines, business cards, stationery and so on. The new brand identity will also have to feature on your website and all online presence such as social networks, e-mails and so on.

Pay attention to internal implementation

During the planning of the rebranding effort, it is extremely essential to include internal implementation in the mix. After all, employees are important stakeholders in your business. Internal documents, signages, templates, presentation decks, name badges, folders and other material that have the old branding should be refreshed.

Create a brand building plan

Post the rebranding, what is  additionally required but often skipped is a brand building plan. Without a brand building plan, a new brand cannot take off and make the intended impact. Creating a comprehensive strategy and planning tactical execution will go a long way in bringing your new brand to life. Launching, awareness building, fostering association and enhancing recall are some of the goals to work towards.

Rebranding needs a meticulous approach. While inspiration plays a big part, that alone cannot see the process through. Creating a detailed checklist to execute methodically is a great way to ensure that you remain on top of things and no minor elements fall through the cracks. Take a look at case studies to draw inspiration and develop a sense of what doesn’t work. 


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