How to Rebrand a Business for the New Year

January 9, 2020 EJ Uzzle No Comments

It’s a new year, which means businesses, brands, and individuals are rebranding. So, how to rebrand a business for the new year? If you are currently in the process of rebranding, and not sure where to start, these effective tactics will assist your rebranding process.

Embrace the Change

Whether we want it to or not, most things on the internet are forever. In some digital library, server, or hard drive there is a record of everything we’ve done online. Though this may be true, it doesn’t have to be an obstacle when rebranding a company.

By embracing the change, you maneuver your brand through a perception that it has been labeled or a bad public image. Eliminating these perceptions are possible by rebranding.

Rebranding with a Purpose

In rebranding your business, you are repositioning its placement in your audience’s mind. Similarly, it alters how your business is thought about, talked about, and maybe even what it does or offers. A new brand identity can lead to attracting new audiences for your brand.

How can this be done? There are several ways, ranging from large to small changes. An example: something as simple as changing the signature color of your business can seem small, but have significant impacts. A signature-color can help improve your brand recognition by up to 80%.

Though color can be the beginning of change, rebranding can involve one or more the following options. It depends on what will serve your business.

• Visual Design
• Brand Personality
• Brand Mission
• Brand Vission
• Function
• Offerings

Automate Your Brand

Various strategies and tactics can be involved in the rebranding. Digital marketing technology and tools are advancing every day, and utilizing these updates can be critical for your business — this where automation comes in.

So, what is marketing automation?

Marketing automation refers to software that exists with the goal of automating marketing actions. Such automation alleviates repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

Automation can help any business stay ahead of the curve when used correctly when rebranding a business. Marketing automation can make things more efficient by taking smaller tasks, such as: posting on Facebook, sending out a tweet, and more. Moreover, this can allow you to focus on the critical aspects of marketing.

Time to Rebrand

If you believe it may be time to rebrand, you might consider streamlining your focus. A clear understanding of your focus will better suit your business if you think:

• Altering your business function will attract more you can try this out or higher quality customers
• Streamlining your concentration will improve your promotions
• Your business has become outdated
• The market is oversaturated
• The reputation of your business needs a restart

Communicating and Establishing Brand Values

We have moved past the time where your audience, and people in general, no longer wants to with faceless businesses. They prefer to interact with a brand that reflects their values. A brand that has a consistent look and impression to consumers across platforms can increase revenue.

Branding Tip: If your rebranding efforts include targeting millennials and Gen Z, it is particularly important that your brand reflects their values. Click To Tweet

A New Function for a New Brand

To undertake this particular avenue of rebranding comes with its challenges. These challenges can incorporate severe alterations as it can be a complete overhaul, which can be messy.

For instance, a corporate rebranding can include:

• Changing your entire function
• Removing and replacing staff
• Cutting tides with a certain clientele

When considering this form of a rebrand, make sure it’s something you will want to commit too. Function rebranding at mostly enacted by more prominent corporations that need a new branding identity.

A Focus on Design

A design rebrand is less severe but still can involve its challenges. Though, if done correctly, it is much simpler to accomplish. Every few years, you should be refreshing your brand’s image. If your company has continuously used the same visual elements to market itself for years, then it is time for a change.

Rebranding through design can c changing your colors, fonts, logo, and graphics. Completely transformation of design can utterly shift the brand’s perception of the world. This is where a brand style guide should be produced.

A style guide is a set of standards for the writing, design of documents, general use of logo, organization, or colors. A style guide establishes and enforces style guidelines for consistent branded communication.

When to Change the Design of your Business

Rebranding for the sake of rebranding is will NEVER turn out good. A successful rebrand must focus on its purpose to indeed be effective. When developing a new brand strategy, many businesses opt for visual as it the most prominent way to display a new style.

• A business changes their function and needs visual to match
• Brand Logo and visuals are outdated
• Your current brand needs a reputation redo

To be a successful online business or brand visuals are immensely valuable. Online marketing thrives on visual communications to reflect a brand’s message. If your website has a high bounce rate, it could be how your visual branding is expressed on your site. Research has shown that users will opt to stop using a business’s webpage if it looks unappealing.

Rebranding in Action

After deciding why and how you will rebrand, then it is time to start the step to a rebranding process. A significant part of the rebranding strategy is making sure that your audience and company are on the same page.

Make Sure Your Audience Understands

Now that you know how and why you want to rebrand, and which aspects of the company you want to alter or change entirely, the real work begins. Constructing a cohesive and living marketing plan will the next step. A rebranding marketing plan should inform your current and new audience why you made the change and who you are, now.

You have to be confident when presenting your rebrand design. People are creatures of habit and will be resistant to the change. To smoothly make sure you effectively communicate the changes of the new brand, ensure you update across any platforms your business is active.

For each business this is different – it can include your website, social media accounts, blogs, and emails.

To be a successful online business or brand visuals are immensely valuable. Online marketing thrives of visual communications to reflect a brand's message. Click To Tweet

Branding from the Outside In

It is vital that internal rebrand processes and procedures should line up with your new brand messaging. All outgoing marketing content has to be consistent in its messaging. This can be accomplished by not ignoring from within.

When your brand is doing something new, the business infrastructure, employees and operation are to be incorporated. Staff will need to be informed of what exactly is being altered and how that affects what they need to do. Doing this will allow your rebrand to be efficient and consistent.

Rebranding and It’s Benefits

Rebranding a company can work on a plethora of levels as no two brands or rebrands are similar. It all depends on the necessities and goals of the business.

In some rebrand strategy a new logo, new visual rebrand, or complete reconstruction of a company can be necessary. Not all businesses and not every business will need each aspect, which is why this idea needs to be approached strategically.

Developing a rebranding process and steps will prevent blindly entering into a rebrand unprepared. This is never a good idea. As such, a thoughtful and appropriate procedure should be enacted for each situation.

Whether it’s a large or small rebrand, incorporating it into a digital marketing strategy, even the simplest changes can work wonders for a business.

If you are experiencing slow growth, unsatisfactory reach, or reputation issues, rebranding is something to consider. It can assist in revitalizing a brand, whether it is struggling or needs some retouching.

Digital Branding for Online Businesses

May 10, 2019 EJ Uzzle No Comments

What customers are saying about your business/digital brand is more important than what we say about us. Your digital efforts say a lot about who you are, what you value, what you provide to your prospective clients, partners, members or customers.

Digital branding is more than a logo or website design. It’s complicated how such branding impacts a consumer’s perception of your brand.

In this digital era, with many online touchpoints (for example, websites and apps, social media discussions, search engine results, online reviews), most perceptions of your brand are made after experiencing their first interaction with your business in the digital arena.

Getting new customers has become continually difficult with the amount of information, content, and the variety of options available to target your audience. Understand that the traditional way of approaching marketing is no longer relevant.

To fully comprehend and understand the impact of your brand and the likelihood of your audience purchasing your services or products, becoming a partner sponsor, or joining your organization.

This is why digital branding is essential to any business – read on to understand how it all works.

What is Digital Branding?

On a daily basis, your audience is consumed with advertising and marketing messages that do not cultivate a special connection. You have to set yourself apart from the same talent or expertise offered all over the internet. What separates your business from the competition is your unique story and how it is presented in a digital world.

Digital branding is about securing, controlling, and optimizing your brand’s story and presence in the digital realm. Digital branding is key to establishing a useful and meaningful connection with your target audience. It’s about using your unique selling proposition to differentiate yourself and your brand from the competition.

Let’s break each component down into marketing terms.

Your Digital Identity

Remember that your digital branding must be different from the traditional ideas of branding. A brand needs to live its values daily and communicate them through their digital branding efforts. As a digital brand, you can’t just tell your audience what you represent and expect them to believe it.

The way you build your brand identity is by using content marketing and social media.

Content Marketing

Many overlook and do not realize is that in essence, content marketing is your identity. When someone asks you why you started doing what you’re doing, you explain what motivates you, or how you’ve achieved specific goals. Your story is about the challenges faced and overcame, and how those same challenges impact the products and services you provide.

Connecting the challenges you’ve faced with the wants and needs of your target audience is critical. Content Marketing is useful for providing relevant content and information geared towards the various stages of a user’s journey; it’s conveyed through a strategic series of content, your service or product is the solution.

It is important to provide value beyond what you’re offering; it is the most opportune way to begin building your identity. Re-enforcing your value proposition and why you’re better than the competition is the best way to engage with your target audience continually.

Now that we explained how Content Marketing is the core of your brand identity; let’s move on to how social is used to grow your digital brand.

Social Media

Your voice on social media matters. Your engagements on social media convey the voice of your brand. From the status updates to the way in which you respond to comments and respond to chat requests, covey your brand’s voice. Your social media activity is a brilliant awareness builder and can be used to construct your identity.

The best place to start is to being with social listening to help inform your brand identity. Examine audience chatter to lead your digital identity. Altering your brand identity based on what your audience wants is not something you have to do. Changing the way in which you speak to your audience and your brand identity will be molded by that experience.

After establishing your identity, it’s time to focus on your visibility in the digital space.

Your Brand’s Visibility

Touchpoints

The next component of your digital brand is visibility. Consider all the touchpoints in which your target audience interacts with your brand in the digital space.

The digital space can include your website, social media networks, online search results, review sites, and word-of-mouth. It is a priority to place resources on ‘controlled’ touchpoints such as your website; however, the most influential touchpoints are ones that are ‘uncontrolled’ which are the ratings and review sites.

Digital Ads

Digital Advertising also contributes to your visibility as well and is considered a “controlled” touchpoint. With a strong digital advertising campaign, you can create highly targeted campaigns.

Digital Advertising contributes to your brand’s visibility as well as is considered a controlled touchpoint. With a strategic and robust digital advertising campaign, can be utilized to develop a highly targeted campaign.

SEO

A crucial part of growing your awareness and visibility is your audience’s search engine results. To be listed at the top of search results will help increase your visibility, but it conveys that you are aware of your audience’s needs and understand their search behavior.

Doing keyword research and developing a workflow on what key terms apply to your brand and what your consumers see when they search for your product or service. Being displayed in the first position in a search engine results gives your brand credibility.

Your Brand’s Credibility

Your credibility can be ruined in seconds after years of building your brand’s credibility. It’s critical to actively develop a feedback sequence with your target audience to protect your credibility. A well-structured digital brand can utilize all its touchpoints to collect feedback which can enhance the brand’s credibility.

Engagements on your social channels can contribute to your credibility. When using engagements for digital branding, consider the overall user experience and prioritize transparency and trust. Being attentive to your followers and respond authentically, you will naturally grow your credibility.

A Digital Branding Fail

On a daily basis, brands are increasingly trying to showcase more personality in their marketing efforts to communicate the human side of their business. Some do this well, while others can ultimately fail.

A brand with personality and that conveys it has a more human-like approach, can enhance their authenticity and trust with their target audience. In digital marketing, a personality is expressed through engagement, dialog, and presence on each social platform. Unlike traditional marketing, where a brand would project their personality onto the consumers. Don’t forget that just showing up and participating in conversations is a statement you’re making to your audience.

Digital branding can help bring together your business objectives and what your target audience wants. Once you’ve done that, your audience will engage.

If your targeted consumer wants to find you and check your references, your digital brand should be able to address any concerns and provide directional information.

The Wrap Up

When it comes to digital branding, it doesn’t matter if your an individual looking to promote your expertise or organization wants to convert your audience, digital branding must be a priority. A business’s identity, visibility, and credibility, along with those discover the brand, can relate and interact with the business online.

Every potential consumer utilizes online platforms to assist in their purchasing decisions (such as online search, social media, mobile apps, etc.). Establishing a robust digital brand will increase your lead generation, content consumption, customer acquisition, and ultimately, brand awareness.

For business owners, marketers, or anyone looking to build an audience, creating a sturdy digital brand must be a focus, because the livelihood of your business depends on it.