More and more companies are realizing that they will need to rebrand at least once every few years if they want to keep up with the times and remain competitive in their respective fields. Below are 5 of the most important factors to take into consideration when subjecting any business to a company rebranding.
The most important aspect of any company rebrand is to ensure that all forms of advertising, website information and social media communications remain consistent. This goes far beyond just ensuring that the home page design and profile pictures are updated; it is crucial to update all company information across all forms of online and offline advertising to ensure that customers are still able to make contact with you. For example, contact information on physical business cards should be exactly the same as that reflected on your website and social media profiles.
Before updating any online information on a company website during its rebrand process, it is crucial to have proper backups performed – even if you think that you will not be using all of the information. In the event that your web host crashes or you lose information during the rebranding process, you will at least have a starting point to work with. It is strongly recommended that a copy of the existing XML sitemap is obtained while performing backups, and updating Meta data is a good idea too. Meta keywords should be 100% relevant to the content on the site as well.
One of the most important steps to take during the online portion of a rebrand is to ensure that the new website design is 100% responsive. This will ensure that visitors to the site will be able to navigate and use all of its available features, regardless of whether they are using desktops, laptops, tablets or smartphone devices. Having a single responsive site instead of a regular site and a separate mobile site is also beneficial when it comes to performing updates in that only one set of them will need to be implemented – this is a definite time saver for developers!
Before engaging in a company rebrand, it is recommended that customers be informed of impending changes – without “letting the cat out of the bag” so to speak. This can be done by means of email marketing and regular social media updates, as both of these platforms effectively offer free advertising to an extent. Sharing posts such as “watch this space” could be enough to pique their interest without telling them exactly what changes will be made.
After performing your company rebrand, it is essential to get as much feedback from your clients as possible. This can be done by means on online polls, short email surveys or even phone calls when applicable, and it will enable you to identify any parts of your brand that are not connecting with its target market in any way.
When performed correctly, a company rebrand has the potential to boost your client base substantially, which will in turn result in an increase in sales figures as well.