A few months ago, we began a journey which we later referred to as “rebranding”. First we started with adding new products and services, streamlining existing, and last but not least improving our online presence with a brand new website update.
It’s been several years since we’ve looked at how our branding was effecting our online presence. Obvious lesson learned: Rebranding may not be necessary, but revisiting your online presence and branding efforts should be a regular item on you checklist.
Rebranding: a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, etc.
What goes into the rebranding effort? It means different things for different businesses; from small to large, and simple to complex. It’s a change that needs to be in harmony with your current status and an inclination of where you want to be in the future/future goals/growth.
You can have the best company in the galaxy, but truth is, image and brand matter…a lot.
Rebranding efforts should include:
•image, visuals, and first impressions matter to your online branding. It’s a visual world and images (even colors) are considered a first impression! You can get an idea where you stand by checking out your competitors.
• lead with what’s popular (products and services change over time); Cloud technology is big in my world. With the new website and rebranding efforts, I’ve emphasized Cloud services and new products.
•audiences change; your consumers and audience changes over time and it’s crucial to pay attention to who you want to appeal to, broaden your reach to, or focus on. You also want to appeal to an audience/consumer you hope to attract and grow with.
• double the efforts. Rebranding and restoring relevancy to your company is a conscious effort, and some may choose to do everything radically all at once/complete overhaul, I’ve chosen to introduce new elements to my business over the course of 3 months. This website revamp was the tip of the iceberg for me.
•consistency is key. your brand should be consistent with all your social media, your business itself, the industry, and your website. For many companies, it won’t hurt to stand out a little. Getting recognized is half the battle.
At the end of your rebranding journey, you should be able to see exactly where you started, the path of your business or your career, and what the future has in store. All the transitions will seamlessly fall into place.
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