You’ve read my blog post “Four Signs You’re Ready to Rebrand” and realized it’s time for a rebranding. Now what?
It’s important to have a well-executed,
well-timed strategy that generates the most buzz from all audiences – both
internally externally. A bad launch can undo much of the hard work you put into
the rebranding itself.
Here are four steps to ensure your rebranding is successful.
1. Announce the Change
Every one of your channels and materials should
announce the new name, logo, focus, or services. That includes your website,
your email signatures, your newsletter, and your blog. Make it clear that your
operations won’t be interrupted and that current customers have nothing to
worry about. Give a link or email address where customers can ask questions.
I also recommend a press release distributed through PR Newswire or free services like Online PR News and Newswire Today. Here you can go into more detail about the how and why of the rebranding. Accentuate the positive and promise there will be no problems with customer service or product offerings. Include quotes from your CEO. And press releases are great for SEO – especially if you’re changing or adding keywords to your brand.
I also recommend a press release distributed through PR Newswire or free services like Online PR News and Newswire Today. Here you can go into more detail about the how and why of the rebranding. Accentuate the positive and promise there will be no problems with customer service or product offerings. Include quotes from your CEO. And press releases are great for SEO – especially if you’re changing or adding keywords to your brand.
2. Change Your Social Media
If you’re rebranding is just in the form of a
new logo and tagline, it’s pretty easy to change your social channels’ profile
pictures, icons, and “About Us” copy. But if you changed your name or even your
focus, get ready for more of an overhaul.
You can change your Twitter name at anytime,
but your Facebook Page URL can only be changed if you have less than 100 likes.
You can request a change from Facebook directly or simply create a new Page,
encouraging your fans to follow you there. Then taper off your posting on the
original Page.
As for YouTube, don’t worry about uploading all
your videos to a new account. Though you can’t change your username, you can
create a vanity URL that directs viewers to your original YouTube channel. Personal
Pinterest usernames and Google+ names can be changed with only a few clicks.
The hardest site to alter your name? LinkedIn, which requires a special email request.
3. Make Corrections in the Field
Personally inform any blogs or publications
that have covered you or listed you of the rebranding.
Do a search for your brand. If you see it
mentioned in a blog or message board, write a comment that notifies readers of the
rebranding. It can be as simple as “Kentucky Fried Chicken is now KFC.”
Informative without being too promotional.
In fact, you can even enlist your employees. We
once worked with a major financial client that held a contest, giving a prize
to any worker who found an example of its old logo anywhere on its websites.
4. Do a Final Sweep
Make sure your partners, clients, and vendors
are aware of the change and have your new branding on all their materials. Shut
down or redirect any legacy sites or links that may confuse your customers. Make
sure your Google AdWords or Facebook Ads accounts have your new keywords.
Search several pages deep into search engines to see if there’s any website you
missed.
Of course, there’s always a small chance that
the public won’t respond to your new branding. Look at what happened when the
Gap changed its logo. The same thing is
happening to JCPenney – but the Gap had the sense and humility to switch
back
As our name implies, Brandemix specializes in
branding, rebranding, and employer branding. If the process seems overwhelming,
or you’re ready for a major change, we’d love to get into the mix!
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