Social media rebranding is a powerful strategy.
But, you have to time it right.
Even if you do, it still requires a lot of planning.
A lot of effort.
And, yes, resources.
In this guide, we take a look at how companies can leverage social media rebranding to breathe new life into their business and scale after periods of a plateau.
Let’s jump right in.
- Compete with the original attributes of the brand.
- Identify priority aspects of your brand that need to be improved.
- Form a solid team that will help you develop a fail-proof rebranding plan.
- Do not fix what is not broken.
- Beware of potential setbacks.
- Be explosive.
- Be a progressive thinker.
- Be open to receiving feedback.
- Involve all your employees in social media marketing efforts.
- Improve the voice of the brand.
Many business owners have achieved success after establishing a brand that stood the test of time. Creating a timeless brand does not happen overnight. It takes time and a lot of effort to build something that will outlive its creator. Whether it is Tiffany & Co., Levi Strauss & Co., Mercedes Benz, Colgate-Palmolive, or Twinings, these popular brands all started with a solid branding approach.
Over the years, the business industry has seen many changes and improvements and rebranding has become a trend that some business owners initiate even if there is no need for one. But times have changed.
Today’s generation of consumers are far different from the time the above-mentioned brands were established. Nowadays, you have to keep the market engaged or else they move on to the next closest brand
Rebranding has its distinct purposes. Whatever your need may be at this stage in your business, it is important to keep in mind that social media rebranding can be fierce. It is considered too risky by traditional businessmen and yet its potential to draw a bigger audience is undeniable.
When executed effectively, a rebrand can be phenomenal for your business. While people resist change as a matter of default, there will be those who will react positively to your initiative, those who will evaluate their choices, and those who will continue to believe in what your brand stands for despite the change in aesthetics.
To prevent your rebranding efforts to go to waste, it is best to come prepared. Here is the complete guide to social media rebranding:
Compete with the original attributes of the brand.
A rebrand will give you and your team the freedom to make important and impactful changes that will make or break your brand. Sometimes, rebranding is the answer to a brand that is slowing down or trailing behind the competition. Remember that social media is always changing, always evolving. Take that into consideration when evaluating the original attributes of your brand. This step is all about looking within before the exterior can truly shine. Consider the strengths of the brand and compete with that.
Identify priority aspects of your brand that need to be improved.
Rebranding is different for every brand. For some, it may involve a new logo, an adjustment to the brand name, a complete change of name, a change in color schemes, a new slogan, a new design, new philosophy, market repositioning, or a collaboration, to name a few. When it concerns logos, 2020 statistics reveal that Apple, Coca-Cola, FedEx, and Google, are visually appealing according to consumers.
When thinking of rebranding, think of your target market. What do they want? What do they need? What are their expectations? Answering these questions will help you and your team significantly and enable you to identify key areas that may warrant changes or improvements.
When intending to make changes to the look of your brand, make sure to get experts on board to help you solidify your concept and vision. Understanding the psychology behind these changes would also be very helpful. It will help you evaluate whether the risks you will be taking are worth it.
Form a solid team that will help you develop a fail-proof rebranding plan.
Create a plan that will be the envy of everyone in your industry, something that generations will be talking about long after you are gone.
It will be your legacy that will inspire people to be innovative, revolutionary, and confident. Always start with a solid plan. Consider the following tips:
- Create a workable timeline and stick with it.
- Consider your budget needs.
- Identify effective marketing strategies that will help create awareness.
- Set a deadline.
- Come up with the hype.
- Do not underestimate the power of a teaser to draw the right kind of people.
- Have contingencies in place.
- Come up with engaging content.
Do not fix what is not broken.
If anything, a rebrand is supposed to be a fun and exciting experience, that is, if you are operating from a position of being a trailblazer. Naturally, if your competitor is giving you a hard time, there is highly likely a lot of fixing that needs to be done. But imagine if your brand is also already popular, well-loved, and patronized by multiple consumers. Would there really be a need for rebranding?
At the end of the day, remember not to fit what is not broken. Instead of revolutionizing your brand, it might just do the exact opposite and you would not want that on your plate. If rebranding is the next best move for your brand, be careful to retain its strengths, address its weaknesses, and prepare for its threats.
Beware of potential setbacks.
No matter how meticulous you are sometimes, major moves such as a rebrand often invite all sorts of challenges. It is for this reason that your plan should also include contingencies or a plan B, just in case setbacks surface. Setbacks can come in many different forms, from personnel disagreements to delayed shipping of necessary items, overbooking, natural calamities, budget constraints, and other possible scenarios you can imagine.
The best antidote is to be prepared. Prepared for the best and worst times. Of course, you would want to be prepared for a celebration afterward, but it always pays to anticipate possible pitfalls and be prepared to meet them head-on if they surface.
A rebrand is supposed to attract more attention. And what better to do that than to create a huge noise? It makes no sense to tread carefully once your plan is all set for execution when your competitors are also working double time to take their brands to the next level. Once a solid plan is in place, the execution ought to be remarkable to project strength, relevance, and stronger brand identity.
Consumers nowadays have a short attention span. They are easily distracted by flashy, colorful, and new products or services that find their way into social media. You do not have to be flashy. You just need to command attention without trying so hard. How to achieve this ought to be discussed in detail with your team.
Be a progressive thinker.
The whole idea behind rebranding is to reshape, reinvent, or revolutionize a brand to either become more competitive, target a new market, introduce something new, or simply keep up with the fast-changing times. To make it work, you must be a progressive thinker, someone who is forward-thinking, modern, and anticipates the possible trends in the future.
Being a progressive thinker also means letting go of the traditional way of doing things, and being a risk-taker, adventurous, and fearless. It is natural for business owners or CEOs to hesitate at some point for fear that the rebrand might do more harm than good. This, however, can be easily prevented when the steps are well-planned and supported by real and verifiable data.
The best way to achieve this is to be armed with the right kind of information, from market trends to the initiatives of your competitors, emerging markets, rising brands, and potential threats, among others.
Be open to receiving feedback.
The one sure way to gauge the success of your rebrand is to solicit feedback. Generating feedback also needs to be strategically planned. It needs to be diversified, yet still, target the same people who would have an appreciation or knowledge of your brand. It would also be ideal to solicit an outsider’s point of view to achieve objectivity, preferably those who are considered branding or marketing experts.
It would be a lot easier for your audience to give their feedback if you prepare a set of questions that will serve as their guide. You can also develop a set of questions that will directly give you the kind of information you need to hear. Consider asking these questions:
- Are you happy about the rebrand? Why or why not?
- What do you like about it?
- What is it that you do not like about the rebrand?
- Which social media platform did you use to check out the rebrand?
Involve all your employees in social media marketing efforts.
This simple strategy that is often overlooked by business owners is tapping the social media following of their employees to help them popularize the content. When employees are involved and supportive, more and more people online will see your social media rebranding. Ask them to share the rebrand content from the brand’s main social media account to help boost engagement.
Improve the voice of the brand.
Whether you are doing a partial or total rebrand, improving the voice of your brand may come in handy. You can choose between adjusting the existing tone or completely overhauling it. Part of the process also involves a shift in tone, from formal to casual or something witty. Business owners do this to make the most of the opportunity to attract new clients.
Study the demographics of your target market and see what they are most inclined to do.
Do they prefer a formal tone or would rather hear a casual manner of delivery?
Either way, it would be best to design a tone that your targets will eventually patronize. It can be a voice they can relate to, one they are comfortable with, or draw inspiration from.
At the end of the day, it will be the consumers who will spell the success of any rebranding effort. After all, they will be the ones who will make the purchase, pay for it, and ultimately decide if they like what they see. It is, therefore, very important to seriously consider the overall look of the brand, including colors, graphic design, and logo, among others. The present generation is very attracted to the visuals they see on social media. If your rebrand does not catch their attention at first glance, then that should be a problem.
It is also worth noting that your social media content should be strategic and very engaging. You can create teasers or give your loyal clients a preview of sorts. Create hype and curiosity for your rebranding date so that people will watch out for it. The anticipation will at least keep them interested and give your new brand the attention it deserves.
Social media rebranding is critical if you want to create a new image for your brand or are experiencing a pleateu.
However, it’s difficult.
Think of it as starting over again.
This time with a fresh slate.