There are many aspects of successful digital and online marketing for small businesses and charities and one of the key aspects is knowing when to rebrand. If your own organisation is contemplating a rebrand, what are the reasons and what are the associated risks?
If you do go ahead with rebranding your small business or charity, it’ll be just as important to ensure it incorporates the right elements for sustained success.
Here are a five must-haves for any successful rebranding exercise.
1. Transparency
High-profile rebranding exercises are everywhere these days and 21st century customers are savvy in sniffing out when an organisation may be undergoing a rebrand for less-than-sincere reasons.
- Know why your organisation is rebranding
- Know why the previous brand identity is no longer the right fit
- Know what you hope to achieve with by rebranding
2. Relevance
One reason a small firm or charity may look to rebrand is to maximise its relevance to its customer base. Be sure to communicate this, too.
But consider, as well, precisely how your rebrand makes your company more relevant. Are there aspects of your operation that have evolved to cater to different needs? Or maybe your industry is moving in a different direction, so your brand needs to move with it?
3. An education plan
The rebranding of your small business will be one of the most significant things it does for its future direction and success. This needs to be reflected in a comprehensive approach to educating customers, clients and all stakeholders involved in your company.
- Have you mentioned your rebrand in your email newsletters?
- What about across your social media profiles and any offline marketing channels – such as print – that you might use?
4. Pivot potential
As the world continues its sometimes-faltering recovery from the coronavirus pandemic and much remains uncertain about the societies and economies that will emerge from the other side, it could hardly be more important for small business owners to remain agile.
- The need to adapt to potential new directions as opportunities arise should be incorporated into your rebranding strategy, too.
- Your brand should signal your firm’s dynamism and ability to adapt to the latest evolutions in the market.
5. A clear definition
Have you done the work of properly detailing what your new or renewed brand stands for? Are the key people in your organisation confident about the rebrand? Do you have a plan for building your new brand identity even before you formally launch, so that your target audience can quickly begin finding and relating to your organisation?
If you’re unsure about any aspect of where to go next with your next rebranding strategy, it helps to partner with an agency with a longstanding track record when it comes to online marketing for small businesses and charities.
Reach out to the PENNInk Productions team today, via phone or email, for a more detailed discussion about how we can help your brand to thrive on the web – and beyond.
Lisa Penn is a Visual Communications Specialist with a background in user experience and psychology. She has held a variety of roles encompassing user experience creative strategist, architect and manager, where she has successfully bridged the gap between design, technology and development.
