They are a marketing powerhouse, yet they require a serious investment of time and resources. To make it worse, as businesses evolve, their cyber existence must also undergo a transformation.
Rebranding does not cover only cosmetic changes, but practices that have a profound impact on your business goals, marketing messages and the company’s culture.
A Brand New Social
The first thing to do is to evaluate how the consumers relate to your brand story on social media, and conduct a quick survey on major networks.
Notice that the consistency is the key to capturing attention and spreading brand awareness, and that the people must not be confused by disjointed messages and content.
Also, do not let the rebranding campaign come out of the blue— even though a shock factor may generate press, it is a good idea to let users take a sneak preview of what is cooking.
This foreshadowing could involve a new logo or a picture from an upcoming marketing campaign. One may also officially announce the rebranding activities and explain the underlying reasons for them.
Apart from obtaining valuable feedback, this is a way to instill a sense of importance in the audience and show that you care about its opinion. If the initial reactions are negative, you should rethink your strategy and carry out some tweaking.
Muse on new social media handles, as users need to find your account nice and easy. The best names are brand-related and memorable, just make sure that they are actually available.
Furthermore, some people could still be searching for an old account name, so get into the redirecting of social media links. Expand your efforts to the blog, website, email newsletter and other marketing assets. Yes, checking whether links work as advertised is a tedious process, but you can take advantage of Google Webmaster Tools.
The Great Storytelling Reinvented
The art of visual storytelling is what truly separates one brand from another. The best tactic to prevent the desultory makeover is to come up with a digital asset management system (DAM).
With its aid, it is possible to manipulate the graphic elements from one place and provide guidance to others. Although you have freedom of choice when it comes to style, remember that a sleek, modern design is a safe bet. Regardless of that, the visuals must always reflect your company’s changing identity.
This is to say that updating profile, cover and hero photos every now and then is a must. For example, if the latest graphic solutions introduce some new colors in the spectrum, this should be represented in the Twitter theme.
A new packaging must be displayed via well-designed product imagery, and the same goes for any additions to your product palette. While at it, one should also edit review sites such as Yelp, TripAdvisor and Foursquare.
Finally, it is a great time to implement new methods of driving engagement and loyalty. Eye candy and promises are not enough, so go ahead and demonstrate that your rebranding encompasses aspects such as customer service and loyalty programs.
Take part in social conversations, do not shy away from direct messaging, and use profiles as customer service tools. An excellent way to spark interest is to hold contests and competitions and ask customers to submit their content.
When figuring out rewards, try not to break the bank. Treat the people with a promotional product, free webinar, a branded visa gift card, small gadget, etc.
In the end, Google your company’s name and see how you appear to customers. Your profiles on social media and review sites should stack up nicely, giving away an impression of a coherent, compelling brand personality. Search the old name also, and check the redirect links one last time. The rebranding is a long-term mission, so do not take success for granted.
It is not wise to take on rebranding just because you like the sound of the new name.
Dig deeper and reconsider your core values and objectives, as well as organizational infrastructure. Do your due diligence and the customers will realize you are striving to improve and add real value.
So, comb through your pages whenever an important change takes place, and do not leave consumers in the dark. A uniform strategy must be employed throughout the social media landscape, and the communication should remain a clear, two-way street.