How to Successfully Rebrand Your Channels
When should you rebrand and why?
First, let’s discuss some reasons why you shouldn’t rebrand. This should not be a rash decision - you shouldn’t feel pressured into it if it just seems like something everyone else is doing. You shouldn’t start this up because it has been a while since your last rebrand and you feel like you should. And lastly, you shouldn’t allow low engagement levels to persuade your decision to go all extreme-home-makeover on your brand.
You should have a coherent approach to rebranding. Keeping your audience and your goals aligned with your vision is key! Some tell-tale signs that it’s time for a rebrand:
Your branding feels outdated or no longer coincides with your long term vision
Your content is too similar to competitors
You want to reach a new target market
Your offerings or products are shifting
Don’t confuse a rebrand with a refresh. We can all use brand refreshes quite often to keep up with changing trends, opinions, and audiences. An entire rebrand is a process that should be well thought out, planned, and executed. Attention to detail means everything here - the meticulous planning will pay off in the end. Check out this article breaking down components of the successful airbnb rebrand.
So, you decided you want to approach a rebrand. What now? Here are a few tips to ensure the process goes smoothly.
Check in with the “why” of your brand
A rebrand is a big step. You want to make sure you’re not losing the core values or the “why” behind the creation of the brand.
Check in with your mission, vision, values, and other key components and ask yourself:
Are these changing?
If yes, how are they changing? How can we communicate this?
If no, is the brand evolution still in line with these values? How can we evolve while staying true to our core?
Do your research
In the very early stages of planning your rebrand, conduct adequate market research on your current brand as well as your current competitors. What wasn’t working for you? What seems to be working for them?
Some things to look at here:
What have been your most successful posts? Where do you see the most engagement?
And on the flip side, when do you notice your audience not reacting in the way you had hoped?
Not only should you be auditing your own brand here, but you should carefully look at what your competitors are doing that seems to be working. If you admire their work and engagement, brainstorm ways to uniquely emulate it.
Create
This doesn’t just mean creating a shiny new logo. This means doing the nitty gritty work on even the smallest of details.
Update usernames, URLs, profile pictures, cover images, copywriting - need we keep going? Ok, we will - update templates, reels, and ready-made posts for all formats and social networks. The list goes on and on! Cross your T’s and dot your I’s - cohesiveness is pinnacle.
Clean
Decide how to phase out your old content and what you want your page to look like moving forward. In order to walk the walk of the rebrand, think about removing anything that is at odds with your new style, content, and message.
Out with the old and in with the new yes, but there should still be some consistency with your past brand identity. We don’t want to completely blind side consumers, there still needs to be recognition. Think of the Dunkin’ rebrand.
Tease
This is the point in the blog post where it just feels necessary to reference Taylor Swift. How could we not? We promised to stop with the Barbie content but we never said anything about Taylor! Here is your chance to give your audience some Easter Eggs.
Throw some hints here and there in your content - spark curiosity & keep them engaged so that they feel included in the process. We can’t promise they will fawn over your announcement like the Swifties do, but you can certainly try. If anyone has any idea how to achieve the same brand loyalty that Taylor Swift has, sidebar us.
Launch
Finally - the hard work and meticulous planning comes to fruition. The actual launch of your rebrand is a great way to connect with your audience and really gauge their feedback. Stay very active on all social networks and be open to answering any questions about the change.
This new look will be just as exciting to followers as it is to you!
Review & Adapt
Check engagement numbers, ensure that your new message is being conveyed appropriately, and give yourself a pat on the back. Make sure to be open to feedback and criticism - it will only make your brand stronger in the end!
Rebranding can seem daunting and time consuming. Remaining true to your brand and your vision will help the whole process feel more purposeful and worthwhile. Don’t rush the end result, listen to your audience, and practice creating cohesive content - you’ve got this!
