As small business owners, we are constantly looking for ways to improve our business. In many small business magazines, or blogs you’ll find references to “re-branding”. First of all, what is it?
The official definition: The process of taking an existing brand and reworking the brand into something different and better than before. The process by which a product or service developed with one brand, company or product line affiliation is marketed or distributed with a different identity.
We all get an itch to redesign our website…to improve our print materials…or to change our logo. But, it’s not always a good idea to do so–especially not in dramatic fashion. Why? If you’ve had the same look for many years, and have a stable customer base, it can be alarming to those customers when they see a major change.
When is the absolute optimal time to re-brand? When you’re brand/identity was never really defined in the first place; or when your brand/identity needs updating for the current market. For many long established companies, this is the case.
One major re-branding swing that I remember was in the late 90’s when some auto companies decided that their logos were outdated. Although Oldsmobile is gone now, I remember it very clearly, because I bought one around the time the re-branding took place.
Pretty dramatically different–and much more modern (more modern being the key).
Web 2.0 and Re-branding
Now is a good time to consider re-branding, if it’s been a while since your website/logo was designed. Using a fresh new look, and moving your business into the “Web 2.0” revolution will give your customers and visitors the impression of a “fresh” “hip” company.
Don’t Forget…
There are some important things to remember when you redesign your website to fit your new brand/identity. With a good business image consultant and marketing team, these things will go very smoothly.
•RESEARCH Determine exactly what you feel requires you to re-brand. If it’s because your current brand or identity doesn’t appeal to the market you want to reach, research what’s appealing to that market and put those elements into place within your new brand.
• PLAN Take the time to plan out the workings of your site…from navigation (put yourself in the user’s shoes), to researching better keywords. Web 2.0 is not only about the “look”, it’s also about simplicity and ease of use. It’s about guiding your visitors to do exactly what you want them to do while at your site.
Understand that your traffic patterns and business in general will likely slow for a time once your new brand/identity is in place. Be ready for that change…whether it’s an income or time management issue.
Planning ahead will save you frustration in the end.
• REDIRECT Be sure to set up 301 redirects from any pages that were ranked in your old site, especially if you completely rewrite your content, or change from html to php or asp.
• MARKET Your marketing plan will need an overhaul when you re-brand, especially if your target market has changed. Make sure your advertising in the right places to reach the right market.
Don’t’ forget your current customers! Be sure to ease them into your new brand through good communication…they will be your most valuable asset during this process. In today’s online world the best forms of communication can often be Social Media outlets such as Facebook and Twitter. Part of your budget should go towards creating a Facebook page and Twitter page for your new brand.
Tags: brand • customers • design • logo • marketing • new • re-brand • service