How to Rebrand a Business for the New Year

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 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 changing, 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 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.

brand identity and brand brand strategy

Time to Rebrand


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

  • Altering your business function will attract more 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 to 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 of 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 a company

Rebranding in Action


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

Make Sure Your Audience Understands


Now that know the 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 effects 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 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.


Need help determining your brand? Download my Brand Discovery Guide! This discovery guide will walk you through developing a brand identity, brand philosophy, and audience personas.

brand and audience discovery guide

5 Actionable Facebook Ad Tactics

As a digital marketer who has worked with companies and brands on their online advertising, using Facebook Advertising can be a very useful and lucrative avenue. Appropriately done, Facebook Ads can generate sales and awareness for any brand or business, but you already know this.

Increasing your click-through rates and lowering your cost-per-click are essential parts of developing successful and effective campaigns; however, this cannot be down without a strategy in place. What makes a good digital marketing strategy?

The basic marketing principles and fundamentals, which apply to Facebook advertising; but also, YouTube Ads, email marketing, pay-per-click, direct response, and even content marketing, To craft a solid campaign, your strategies and principles need to be grounded in excellent research and how your consumers make buying decisions.

Leveraging Social Proof

We’ve all been in a position where we were researching something online and one the first things you do is to check the reviews. The power of social proof is one of the key things that you can leverage in your Facebook advertising.

The principle of social proof says, “What other people like, you’re probably going to like too.”
When it comes to Facebook ads, creating an ad that leverages social proof can be very useful. Instead of creating an ad from scratch use your page posts. It will show all the likes shares, and comments across the campaign.

When your consumer is scrolling through their newsfeed and see an ad with likes, comments, and shares from other customers, it makes them more likely to click. Furthermore, it sends a message to Facebook that your ad has value and people are engaging with it. Your cost will go down as your engagement goes up – leading to better results from those ads.

Increase Ad Engagement

When drafting your Facebook campaign ads, it’s essential to employ everything in your ability to increase the engagement on that ad. In doing this, you are sending a powerful message that your ad has relevance to your audience but to Facebook. Facebook wants to see people engaging with your content.

Facebook is in the business of keeping people on their platform. Facebook rewards you by showing your ad to more of your audience for less money.

It’s a Casual Conversation

To leverage engagement in your Facebook ads, you want your ad to come off as not an ad. To do this,

you write your ad casually and conversationally. The ad should appear as though it’s like a regular conversation

like it belongs in their newsfeed. It looks natural and not like an advertisement.

So how do you write conversational ad copy? One of the best ways of writing conversational copy is by having a conversation. Have a friend or colleague ask you about your business or brand. Record your conversation and transcribe your responses, and you have a good starting point for the copy.

The key to this tactic is not being stiffed or rehearsed in your responses – keep it casual. Chat like you would any other customer or client, telling a story that is relatable and that expresses emotions. This will reflect in your ad copy which makes for good copy.

Leveraging Lookalike Audiences

Lookalike audience has been around for a few years but has grown in popularity, making it better and more accurate. What is lookalike audiences? It’s taking your list of customers or clients, traffic to your site, your email list, and uploading it to Facebook and targeting people just like them.

Facebook does an excellent job of finding these people, which is why lookalike audiences are some of my best performing campaigns. If you’re starting out and don’t have a list of clients or customers, you’ll have to build your audience by placing ads to your content. Use the traffic from those ads to make your lookalike audience from the website traffic.

With that said, it may sound simple, but it’s a powerful tool for generating revenue. You will want to build your list quickly as possible. Dive in and see what you can apply to your campaigns.

Imagery that Clicks

Finding the perfect image for your ad is as important as the copy. Spending time on choosing the best is critical as Facebook is a very visual platform, and it’s hard to capture the attention of your audience. To get them to stop scrolling and read the copy, your imagery has to click.

No one has read the copy if that haven’t stopped to read it. When searching for the perfect image, you will want something that’s noteworthy, and tells a story. Be mindful that irrelevant imager may get clicks but will not lead to conversions. Think about it this way – if there was no copy, pick an image that tells a story and provokes an emotional connection. It will get them to stop, click, and convert.

No one has read the copy if that haven’t stopped to read it. When searching for the perfect image, you will want something that’s noteworthy, and tells a story. Click To Tweet

Recap

When leveraging social proof whenever possible, use the same ad across all your different ad campaigns and ad sets. It helps not having to start over with likes and shares and comments with every new ad drafted. Prioritize engagement as an increase in engagement, tells Facebook that this ad is valuable, people are like seeing it, and interacting with the content.

Remember to write the ad with a conversational tone that is persuasive but casual. Leverage look-alike audiences from your customer list, your email list, website traffic, or leads you acquire. Lastly, make the image count. All of these tips work hand-in-hand. If you’re attempting to run or are running Facebook Ads, I hope these tactics help you.