Rebranding: It’s More Than a Pretty Logo

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Sarah Spencer Got Clicks 2013When I went from brunette to blonde about a year ago, I was scared to death.  I was excited about the new color, yet, I wasn’t sure if it would suit my personality, my style.  Would I fall victim to “dumb blonde” syndrome?  While I had fun being blonde, I did go back to my “roots” and I’m chillin’ with the brunette thing again and loving it.  When you start thinking about branding your company, it’s a much bigger commitment than changing the color of your hair, but it can sure stir up some strong emotions:

  • Fear, (will they like my new style?)
  • Excitement, (I can’t wait to ditch this old, tired persona, )
  • Confusion, (is this good for business?)

I’m starting work with a very smart client who recognizes that her shop has out-scaled her branding.  She’s known for one product,( in fact, she’s won numerous awards for it,) yet that niche has turned to a nightmare because she’s limited to one small window of opportunity for her business.  Niche marketing is great, but you need to look down the road at other products and services.  It’s healthy for businesses to reinvent themselves, just make certain you do it in a way that doesn’t confuse your existing following.

1)  Brand with Sense:  I know there’s been a lot of talk about the value (or devaluing) of keywords lately, but if you use common sense, you’ll know that if your domain name contains the keywords your customers will be typing into a search, it’s a pretty good idea to start with a solid domain name that tells what your product is in milliseconds.

2)  Brand Across Platforms:  If you’re going to change your image, go all the way.  Don’t leave your blog with the old imagery and your website branded with the new logo.   Check your content, too.  Find and replace your old tag lines with new ones that will resonate with your customers.

3)  Brand Your Social Media: Make sure your social media keeps up with the new branding.  Yes, you can change the name of your business in both Facebook and Twitter.  Here’s a GREAT youtube video on changing your name in Facebook and a very concise article on changing your name in Twitter

4)  Respond:  If you’re a brick-and-mortar entity, you know some are going to balk at change – it’s human nature.  The most important thing you can do is get clear on how you feel about your branding and then spread that vibe through every media channel you can think of – Facebook, Twitter, Yelp.  Make sure you respond promptly to your customer fan base with the reasons you made the change.  It doesn’t need to be a diatribe, something like, “Yes, we loved the success we had with ABC brand, but now that we offer so much more, we feel the new name, DEF expresses more of our products and services.  Thanks for the feedback, come back and see us and let us know in person how we can serve you in the future.”

Yes, it’s scary to rebrand, but sometimes it’s smart and necessary.  If you need help with this very big step, I’m all ears…

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4 thoughts on “Rebranding: It’s More Than a Pretty Logo

    Knikkolette Church said:
    October 2, 2013 at 8:48 am

    Very smart, and very good tips – great post… sound advice. 🙂

    HeatherJabusch said:
    October 2, 2013 at 3:53 pm

    Great info here! Thanks for the pointers =)

    dwaintl said:
    October 2, 2013 at 9:09 pm

    Great article. Thanks for writing it. I’ve shared it. Branding is so important.

    Sharon O'Day (@sharonoday) said:
    October 6, 2013 at 12:58 pm

    Very clear analysis of branding/rebranding. Unlike your hair color, it’s not as easy to let it grow back out … or recolor! 😉

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