Brand relevance is an essential factor for a business to ensure its continuity. It ensures your brand follows the current market demand, trends, and user demographics. This is where a rebranding process comes into consideration.
Rebranding is a marketing strategy that companies use to create a new and different brand identity for the eyes of existing customers, investors, competitors, prospects, media outlets, and the general public. Businesses might also use rebranding if they are expanding their business scope and entering new verticals. They realize that the brand is not doing a good enough job to differentiate itself in the marketplace.
In this article, we will look at:
- What is a business rebrand/website redesign
- When a company should consider rebranding
- How to successfully rebrand a website
What is a business rebrand/website redesign?
When a business plans to rebrand themselves, they have decided to change how the brand is presented to the public. It can impact the brand’s design, from logo, palette, website, and other factors. The brand’s messaging from the company name, value proposition, slogan, content, voice, and tone are positioned more competitively in the marketplace. Whether it is just a refresh or a complete rebranding, it can enhance brand equity if it succeeds in attracting and retaining more customers, bolstering brand loyalty, and improving brand recognition.
Digital marketing has changed the way companies reach consumers. By using the Internet, mobile devices, social media, and other channels, companies now have a new way of approaching customers and understanding how customers behave compared to traditional marketing.
A website redesign is just one part of a company’s rebranding. Still, it is a way to give a company a new look and engineered in a written, designed, and a developed way to help a business accomplish specific goals. It is the central part of all digital marketing activities. Because of its influential role in any company’s digital marketing strategy, it is a powerful channel either used by itself or needed to execute a variety of online marketing campaigns. Some priorities can include: driving more traffic, increasing user engagement, and generally more and higher-quality leads for its sales team.
Choosing a new platform can be done simply. Out of many online platforms out there, try to build a website with Zyro. It’s user-friendly and contains useful features to support the rebranding process, chief of which is the AI heatmap tool.
When a company should consider rebranding
As mentioned before, a company does not necessarily need to do a complete rebrand; they also refresh their existing content to become more relevant in the current market. In the case of refreshing existing content, companies can either do it themselves or hire PR professionals like Pressfarm to update their content. When a company rebrands, they will most likely want to announce to the industry that they are reemerging. Pressfarm’s PR professionals work with companies to create email pitches, press releases, and other relevant materials to get the word out there about the company. They will also help optimize their online visibility, which will draw prospects towards the website.
Regardless of that, companies will need to make meaningful changes to build a new brand identity. There are various reasons why companies should consider rebranding, but let us look at a few.
1) To differentiate themselves from competitors
When companies are first starting, they may not understand the importance of branding when trying to get a leg up against the competition. While turning to generic templates and non-custom designs to build the brand may seem like a solution, especially for startups and entrepreneurs with low budgets, it can also hinder their efforts more than customizing the brand from the get-go. Especially in a market that is overly saturated by the same or similar types of businesses, a company needs to distinguish itself early on. If not, they will compete against others that may have similar-sounding names and identical logo designs. It is challenging to build brand loyalty if a company’s customers and prospects cannot differentiate them from their competitors. Rebranding can provide a business an opportunity to stand out by showcasing things that make the company different and better.
2) Give new life to outdated branding
For companies that have been around for some time, their branding may be outdated and not a good fit for modern company culture. So, to compete in the market, businesses must adapt or get left behind. They should evolve their branding materials to keep up with technological trends.
3) When they outgrow their original mission
Companies that may have started out selling a particular product/service may want to expand their market share and product/service offerings. For this reason, they need to update their branding and brand strategy so that their target audience can find them a lot easier, and the company does not limit themselves to future growth opportunities.
4) Outgrow poor reputation
In a world where consumers are very vocal about what they like and dislike, they may negatively review specific products/services that a company presents for their brand. The obvious answer is to have a crisis management strategy to reposition themselves and have a solidified way to fix any issues that may arise. However, another way is to refresh or rebrand the company altogether. Suppose a company still struggles to overcome a bad reputation through their crisis management strategy. In that case, they should rebrand so that consumers and prospects can see them in a new light and regrow brand loyalty.
How to successfully rebrand a website
As mentioned previously, digital marketing is a strategy that companies need to use to stay relevant and increase their visibility. Done right, an effective digital marketing strategy is what sets a company apart from the competition. Having the right materials and a website is one thing, but keeping it up to date and following current market demands, trends, and user demographics is what companies need to do to rebrand their business and materials successfully.
Let us look at some steps that companies can take to rebrand their website.
1) Consider moving to a better platform
With so many digital platforms existing currently, ones that may have seemed relevant in the past may now be considered obsolete or old-fashioned. If that is the case, companies should consider moving to a better platform that is more sustainable, smart, and modern.
2) Understand the target audience
For a company to create and set a new identity, there also needs to be a clear understanding of their target audience. It gives companies a better rebranding direction and purpose, especially if they are considering targeting a different audience from the one they have in the past. They should analyze their current data, gather more by researching the marketing and relevant keywords, communicate through social media and understand behaviours, and analyze previous customer transactions.
One of the best ways to understand your target audience is by analyzing your current data and gathering more of it. Research the market and relevant keywords. Communicate through social media and understand their behaviours. Also, analyze previous customer transactions.
3) Backup the old website
Before creating a completely new website, companies should back up all the information from their old ones, including customer information, data, and purchases, to ensure no data or security loss. Past information is beneficial for rebranding because it gives companies knowledge of what worked previously and what didn’t.
4) Customize the website accordingly
After creating a new brand identity, it is time to add the changes to the new website. Taking the time to focus on details allows the rebranding and web customization process to be more effective. Create it in a way that is easy for people to access the appropriate information and is efficient.
The key components of a successful website are:
- A clear sense of purpose. Having a clear purpose allows users or potential customers to understand the website better. Ensure to have clear call-to-action buttons, web functionality, and content that serves specific objectives.
- Great performance. Websites rely heavily on speed to convert effectively. To have a well-performing website, choose the right hosting that provides all the essential features that improve website speed, uptime, and storage space.
- Good design. Without a good design, the website’s user interface will have less efficiency. Ensure that the website has good navigation, aesthetics, and overall appearance. This also helps search engines rank your website better.
- Focus on users. Among different functions, the website is the face of the brand. Bring the focus to the visitors by providing user-friendliness, mobile-responsiveness, and a well-planned journey.
- SEO-driven. A good website considers the SEO aspects – analytics, relevant keywords, and optimized images. Aside from providing a smooth user experience, SEO-driven websites rank higher on the search engine results page.
Whether a company has already existed in the market for some time or just starting, they should consider rebranding to emerge or stay relevant. Rebranding can be a challenging process because many different parts go into it. Taking the time out and focusing on all the elements, whether by themselves or with PR professionals’ help, can be very beneficial to the company in the long run.