Rebranding is crucial when a business decides to change a significant element of the brand. The change could be as obvious as a new brand name or logo, or it might be a more subtle element such as a slight shift in brand messaging.
Anyway you cut it, rebranding is extremely important. Not only can it be expensive to execute a complete rebrand, but it can also be risky. Particularly if you don’t look out for all the elements involved in a successful online rebranding process.
In this episode, I share the 9 steps to successful online rebranding for your company, including interviewing your key stakeholders, redesign and a successful prelaunch and launch.
1. Identifiable Logo – When you have a rebranding effort, one of the things that you really want to take a look at is to make sure that you have an identifiable logo for anything that you’re doing. Now, if we want to have this rebranding discussion today, you could think of it as rebranding your entire business. If you want to do that, you can certainly take a look at your logo, but your logo has a lot to do with your brand. It conveys the message and the feeling in just one quick blink of an eye to a potential customer.
2. Messaging & Keywords – The second step that you want to look at is your messaging, which includes your model, and this could include your key words. I’m talking about online rebranding to make sure that you are seen online when somebody’s searching for the keywords in your particular industry. It could be a local keyword, like maybe where you’re located so that people now know that your business is fully rebranded and available in a certain location.
3. Online Content – The third step is looking at the online content that you’re producing. Now, of course, with a lot of entrepreneurs out there and you might very well be one yourself listening to this podcast, is your online content. This could mean a blog that you have, and if the blog that you already do maintain and share content in doesn’t have exactly what you want to convey with your new brand, then you might want to start a new blog or you might want to redesign the look and feel of your current blog and start pulling in the keywords and messaging for your title of your blog and also in each of the post for your blog. If you hear that airplane overhead, I apologize. It’s just a little stuffy in here, so I had to have the window a little crack open but there’s no airplanes directly overhead, just my house.
4. Website Redesign – The fourth step that I have is make sure that your website is redesigned somewhat to convey the new messaging and your new brand that you want to have. If you have a brand that’s just the same look and feel, and it’s the new brand, then people aren’t going to really be excited about the fact that you may have a new message or a new image. Make sure that your website is fully redesigned or partially actually, but don’t launch it until you’re ready to. You can have a test site. We’re going to go into that in the later steps here. Okay. That was step number 4.
5. Team Meeting – Now, number 5, this is a very crucial step. Make sure that you meet with your team before you do a rebranding to make sure that you’re all on the same page. Your team and you are in this altogether, and some questions that you want to go over with them are, where are we today, where is your company today, and where do you want to go? Should you be positioned in a certain place over the next two years and what are the future needs of your customers? Take a look at your internal stakeholders, as I call them, and make sure that your team is on the same page that you want to do a successful launch with your new rebranded company.
6. External Stakeholders – The sixth step is to survey your external stakeholders. Now, these include your customers and also your fans. You can do interviews, however you like to do it. You can do it by email, phone call. You can also have a pretty loose survey on your fan page depending on how vocal your fans are or not, but keep it to a certain amount of stakeholders on the outside. Don’t get yourself lost in too much information. You want to make sure that they are the audience that you want to reach and also that these people are going to be with you for the long haul.
The same thing is you want to discuss that it’s a branding exercise. It’s really important to ensure that your rebranding campaign wasn’t just perceived as you just wanting to send out a whole bunch of new stuff and claiming that you now have a unique new offering or that you’re all new and there’s nothing that’s changed.
Make sure that you’re true to your word, your company is changing for the better, and make sure that you share the reason that you are changing because people don’t like change. People like what’s familiar to them and they always like to make sure that when they’re doing business with a company, they’re going to be getting some more of that.
7. Prelaunch – The seventh step that I share with you is to provide a prelaunch rebranded experience to keep audience members. This includes a test website. Now, if you have a developer or you have a website company, just make sure that they have a test website. When I’ve ever redesigned any websites for clients, the designer always shares with me a link, so that I can check it and make that there’s no mistakes before, whatever. The same idea applies to your prelaunch.
It’s a test website and it’s not going to go live until you approve of it and you make sure that this is how you want your company to be rebranded. It’s not like you’re just going to change your messaging, change your logo, all your online content and stuff, and then boom, it has to go live. You have a test website option. Then, when it’s ready, the DNS points to the new website.
8. Launch – Now, we’re going to go into number 8 which is very exciting. You’re going to launch the rebranding look, feel, and messaging. Okay. Now, it’s time to go live. You’ve interviewed your stakeholders internally and externally, now you’re ready to launch. It’s a pretty exciting time.
9. Press – Number 9 is make sure that you do your press. This includes your online, your local media, yes, but also you could do a PRWeb press campaign. Those are very successful.
Make sure that you do an online press release and include it in your blog, include it in your email marketing, and make sure everybody on your Facebook fan page, out there on Twitter, and your social media outlets that they know what to expect because somebody’s going to not find out your rebranding and then just not know what to expect, and it could be a negative experience. You want to make sure that all of your efforts are going to be focused on a positive return for you.
Okay. Those are my 9 steps. I’ll go over them quickly again.
Number 1 is your logo.
Number 2 is your messaging and your model, which includes your keywords.
Number 3, your online content, like your blog.
Number 4, a redesigned website.
Number 5, meeting with your team to make sure you’re on the same page, your internal stakeholders.
Number 6 is survey your external stakeholders, like your fans and customers.
Number 7 is provide a prelaunch rebranded experience to key audience members, like a test website.
Number 8 is launch the rebranding look, feel, and messaging.
Number 9 is press.
Okay. Those are my 9 steps to make sure that you have a successful online rebranding for your company.
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