The quality of your brand plays a pivotal role in the success of your (or your client’s) business. However, when your image becomes stale, outdated, or no longer accurately representative of your values and mission, digital rebranding may be necessary. If that’s the case, it’s important to have a well-thought out plan for going about it.
In this post, we’ll explain what digital rebranding is, the benefits of it, and how to know when it’s appropriate. Then we’ll provide you with three techniques you can use to approach the process successfully.
An Introduction to Digital Rebranding
Digital branding encompasses a handful of elements. It’s how you position and present your business on the web, including through your website, social media, and other digital content. These features influence how others perceive your company, and its overall identity.
Rebranding is essentially like giving your company a makeover. It’s a technique used by companies of all sizes and can involve a partial or complete transformation.
An example of this is Dunkin’, formerly known as Dunkin’ Donuts:
In an effort to appeal to younger generations and embrace its slogan of “America Runs on Dunkin,’” the global franchise decided to drop the “Donuts” from its name. In addition to a new logo, the change also involved updated packaging, signage, and advertising.
However, digital rebranding involves more than just redoing your logo. While your visual front is certainly an integral part, effective rebranding also involves a thorough and careful re-thinking of your brand values, assets, and content, as well as your approach to how those elements integrate and align with your audience.
There are many benefits to digital rebranding. It can help you gain a competitive advantage by improving customers’ perception of your business and even appeal to new audiences or emerging markets.
Digital rebranding can also stimulate growth and increase the profitability of your business. You can use it to re-establish relevancy and harness innovation.
Rebranding doesn’t necessarily need to stem from something negative, such as a poor reputation or low Return On Investment (ROI). It can simply be motivated or triggered by the desire to evolve, modernize, and reach new heights.
How to Know When It’s Time for Digital Rebranding
For all the benefits that come with digital rebranding, there are also some risks. For example, it can lead to a loss of brand awareness and/or customer loyalty and support. In addition, rebranding may require heavy time and financial investments.
This is why it’s critical to consider whether it’s the right move for your company. So, how do you know when it’s time for digital rebranding?
Some examples of circumstances that indicate it may be time to revamp your company’s identity include:
- Your company is merging with or has been acquired by another brand
- You’ve developed a confusing and misunderstood brand image
- You want to target a new audience or pivot to reach a different demographic
- Your mission, business model, or value proposition has changed
- Your current branding is outdated
On the flip side, there are some indicators that rebranding isn’t necessary. For example, if you’re motivated simply by the urge to ‘shake things up’ or try something different, overhauling your entire brand isn’t the most sensible solution.
3 Ways to Approach Digital Rebranding
Digital rebranding presents the opportunity to breathe new life into your company. However, careful consideration and planning are pertinent for a successful revamp. Let’s take a look at three techniques you can use to approach this process.
1. Redefine Your Brand’s Mission and Values
Your mission statement and values are the core of your business. They drive and influence all aspects of your branding, marketing, and operations, so it’s essential that they are clear, accurate, and updated.
Look at your current brand mission and values to determine whether they accurately align with your business goals. If not, it’s time to redefine them so all aspects of your company are on the same page.
Some important questions to ask include:
- What values do we want our new brand to communicate to our audience?
- What makes our brand unique?
- Why do we exist and who do we serve?
- What are our goals and what inspires us to achieve them?
When your mission and values change, so do your messaging and motivations. Throughout the rebranding process, regularly referring to your mission and values can help keep your efforts focused and consistent.
2. Take Inventory of Your Brand Assets to Determine the Scope of the Project
Taking inventory of your existing brand assets can help you establish the scope of your rebranding process. Is it just your logo that needs an update? Perhaps you’re looking to appeal to a new demographic, which may involve renovating your messaging and using new marketing channels.
Digital rebranding will go much smoother if you clearly identify exactly which areas need an upgrade. This could include a variety of digital assets, such as your:
- Social media accounts (usernames, profiles, graphics, etc.)
- Website (web design, domain name, content)
- Marketing materials (eBooks, newsletters, etc.)
Just because some elements need an update doesn’t necessarily mean that everything needs to be overhauled. If certain assets and aspects of your branding are working, they’re probably worth keeping.
It’s also important that any new assets introduced during rebranding are coupled cohesively with existing ones. For example, if you’re redesigning your logo, how will it fit with your current website?
You may want to consider physical assets as well, such as your business cards. By determining which elements of your brand need to be refreshed, you’ll be better positioned to allocate your budget and resources appropriately.
3. Establish a Strategy for Communicating and Promoting Your New Brand Identity
Once you implement and execute your rebranding, it’s important to develop a strategy for communicating and promoting it. This can influence how your audiences perceive the change as well as their willingness to accept it.
You might consider offering a sneak peek of what’s to come or stimulate interest by teasing a major change on the horizon. There are a variety of promotional strategies you can use, including:
- Distributing a press release. Announcing the rebrand with a press release can help you reach a wide audience and get the word out.
- Sharing on social media. Keeping your followers informed about your digital rebranding initiative can help spread awareness. You might also consider using Facebook or Twitter ads to promote your new look and target the specific audiences you’re trying to appeal to.
- Writing a blog post. A blog post lets you explain your decision to rebrand in detail and provide customers with context and details about what to expect. It’s also a useful resource to use in social media posts and email newsletters.
Regardless of how you go about it, the important thing is to communicate clearly. Share with your customers why you’re undergoing the change, what it involves, and how you will achieve it.
Being transparent and honest with your customers can help prevent confusion and even strengthen their support and loyalty. By keeping them in the know, you minimize the risk of them feeling blindsided and increase the likelihood of them feeling interested or invested in your brand’s story.
Digital rebranding can be an effective way to modernize your business and stimulate growth. To approach it successfully, start by redefining your brand mission and values and conducting an inventory of your brand assets to establish the project scope. Clearly communicating and promoting your updated brand can help generate excitement, awareness, and customer support.
Do you have any questions about digital rebranding? Let us know in the comments section below!
Image via Dunkin’ Brands