A modern, growing company is only as successful as its branding. Need proof of the importance of brand relevance? Look over at Dunkin’ Donuts’s successful rebrand as DUNKIN’ in 2018. This company modernized the morning donut experience for new customers while staying true to their roots.
If you’re good at what you do, your company will change and grow. That’s when website rebranding comes into play. A rebrand is a great opportunity to communicate a new mission or values, target new markets, and even change your company name.
If you’re thinking “we are rebranding… now what?”, then not to worry! We have 6 smart insights to help guide you from branding to rebranding.
From Branding…
Brand identity is important because it’s the first thing customers see when they’re considering doing business with you. From your site to your business cards, a strong brand will communicate in a catchy and effective way what your company does, who it serves, and what makes it different from its competitors.
Multiple elements go into creating a brand identity:
- Company name. The name of your company should be easy to remember and spell. It should also be relevant to what you do.
- Company logo. A strong logo is distinctive, creative, and able to stand the test of time.
- Slogan. A slogan is a phrase that captures your company’s identity. It should be brief and memorable, like Nike’s slogan: “Just do it.”
- Color palette. Colors can and do influence emotions. That’s why it’s essential to select colors that reflect the personality that your brand wants to convey to your audience, as well as your company’s culture and values.
- Font and typography. Like colors, fonts and typography impact customer emotions and perceptions. Be sure to choose fonts that are easy to read and send the right message.
On their own, these factors may not sound like much. Put them all together so that all the separate elements combine and work together, and a coherent, recognizable brand emerges, complete with its own unique aesthetic.
…to Rebranding
Rebranding a company’s website is much more than just a new logo. As an opportunity for a fresh new start as you re-imagine who you are as a company, it’s a major decision that requires careful consideration. Before you begin rebranding, think about whether a rebrand is necessary.
Rebranding a company is a smart idea if any of the following is true for you:
- The company has outgrown its original identity. Naturally, a brand will start looking outdated with time, just like fashion trends. If you begin to notice that your competition’s branding looks more relevant to your customers, it’s probably time to rebrand.
- There’s been a significant change in the company (merger, acquisition, etc.). When two companies join, they often need to decide on one cohesive look and feel going forward.
- You want to target a new market or expand your current one. Rebranding can also be a way to show that your company is expanding. For example, if you want to reach a younger demographic, your branding should reflect that using colors or fonts that are more appealing to a younger generation.
- Your company wants to polish up its reputation. Sometimes, brands become associated with events or audiences that they’d like to move away from. A rebrand is an optimal way to turn a new leaf and start fresh.
All of that said, there’s no reason to fix what isn’t broken. If you attempt to rebrand without cause—like GAP, for instance, who changed their iconic brand back in 2010 and faced immediate backlash—you risk damaging the reputation you’ve built.
Expert Advice for A Smooth Rebrand
Our clients contact us to say, “We are rebranding and have no idea where to start!” If this is you, here are our top tips for a successful rebranding process.
1. Consider Scope
There’s no such thing as a one-size-fits-all rebrand. All rebrands should cater to the company’s individual needs.
Start the rebrand process with a deep think about your company’s situation. Do you need an entirely new brand identity with a new business name? Or does it make more sense to launch a brand refresh that can be as simple as updating your website’s logo and color palette? Take the time to get really clear about your goals.
2. Stand Out
If your customers can’t differentiate your brand from your competitors, it’s time to shake things up! Try this easy test: say in one sentence what makes your company stand out from the crowd. Then think about whether that differentiating factor is at the core of your brand identity. If it isn’t, it should be!
After doing some research, it might become obvious that your competitors have outdated websites or their social media presence is lacking. That’s good news because you can strengthen your rebrand by zeroing in on areas where your competitors are weaker.
3. Be Consistent
Once you’ve settled on a new name, logo, color scheme, font, and typography, it’s important to be consistent with these elements across all channels and assets. When you’re looking around for design inspiration, focus on both creativity and brand coherence.
For example, if your website has a warm and inviting aesthetic, be sure that any mobile applications or newsletters you send out have that same look and feel. Consistent branding will help build trust with customers and make your business more recognizable.
4. Consider Your Team
When a company changes direction, team members can sometimes feel left out. Make sure to clearly communicate the reasons behind the rebrand to employees and get their feedback throughout the process. This will help everyone get on board with the company’s growth and prevent any negative feelings toward the change.
5. Keep Your Customers on Board
Your employees aren’t the only ones who might feel uncomfortable with sudden changes! Loyal customers who are used to the look and feel of your website and company culture might feel alienated by an unfamiliar approach. The reason is simple: humans are creatures of habit. We don’t like change.
Our advice: don’t try to do too much at once. Gradually reveal your new direction and brand so customers can get used to it. Tell your audience something like, “We are rebranding and we can’t wait to share our new site with you!” For example, you can begin by updating your social media profiles to include your customers in the rebranding process so that they’re as excited to see your updated website as you are!
6. Don’t Forget SEO
A successful rebrand will be for nothing if customers can’t find you online anymore. That’s why it’s important to update all of your website content with new keywords that reflect your rebranded identity. It’s also a good idea to refresh your social media profiles and populate them with engaging content.
The Secret to Rebranding? Work With Pros
A successful rebrand will lean on the talents of web developers and design experts who will ensure that your new website’s design and functionality will deliver a positive customer experience. Here at Buddy Web Development and Design, we take the branding and rebranding process seriously because we know how important it is to have a fresh, creative brand identity that reflects who you are as a company.
