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What is Digital Rebranding? Is it Important?

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Updated 11/02/2021

Digital rebranding doesn’t look the same for every company. The process depends on your industry, your target audience, and the goals for your online presence. So before we dive in and explore the whats and the whys, keep these statistics in mind: 

If your target audience searches for your brand across digital channels, will they find a consistent brand design and brand message? If not, will it impact their willingness to connect with your brand on social media or opt-in to your email newsletter and offers? Most important…will they be back when it’s time to buy or make an inquiry?

According to a recent digital study, More than 9 in 10 internet users aged 16 to 64 visit online retail stores each month. Nearly one-fifth of all internet users aged 16-64 say they follow companies relevant to their work. 

So the question is…if your digital brand is inconsistent across channels, how does that impact your target audience online?

Branding is a lucrative part of the marketing puzzle; according to TechCrunch, branding costs for building an online identity range from $10,000 – $35,000.00. From a business perspective…how many customers will you lose if you don’t invest in digital rebranding, and how will that impact your bottom line at the end of the fiscal year?

Let’s dive in. 

Digital rebranding aligns and updates all of your digital assets so that your brand messaging and design are the same across the web and adds your brand to all digital channels so that prospects can find you. 

We have good news if you’ve avoided digital rebranding; it isn’t nearly as time-consuming or expensive as initial branding or brand refreshes. Digital rebranding is about expanding your brand online, not changing it. In most cases, you won’t need to spend thousands of dollars on graphic design, a new website, or ads, and you’ll see benefits within 45 – 60 days of launching the new assets! Digital rebranding isn’t nearly as time-consuming or expensive as initial branding or brand refreshes, and if you have an existing brand style guide, you can start immediately. 

What’s the purpose of digital rebranding?

The purpose of digital rebranding is to help your brand build trust and recognition online with new and existing customers. The digital landscape is constantly changing; the days of only having a website or a business Meta (Facebook) page are long gone. If you don’t invest in digital rebranding, your competitors will, and you’ll fall behind in all of your online visibility efforts.

How do you know which digital channels are essential to connect with your audience? 

Research plays a critical role in successful digital rebranding.  

  • Competitor Research – If most of your competitors are using a digital platform, you should be there.
  • Buyer Persona Research – Brands have multiple buyer personas, and buyers find your brand at different sales cycle stages. Persona research is an essential part of the digital rebranding process.
  • Referral Traffic Data – Evaluating the referral traffic sources in Google Analytics can point to missed opportunities. If a forum, industry news site or social media network refers traffic to your site, but you haven’t built a profile or don’t curate content there, you’re missing out.

Considerations

Before you commit to the effort or assign the task to an internal team member, give these points some consideration. 

Convincing the Decision Makers

Are you having trouble convincing the CEO (or yourself) that it’s worth the time, effort, and expense? One thing is certain: If your company fails to show up online where competitors are, you’re missing out on opportunities to connect with prospects.

The Stats

It’s difficult to separate hype reality in the digital world. Arm yourself with the latest data and stats for your industry. 

  • Social Platforms: 57% of consumers follow brands to learn about new products or services while 47% follow to stay up to date with company news.
  • Digital Content: 70% of consumers feel closer to a company because of content marketing.
  • Devices: As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally. 
  • Content Types: Google’s search algorithms are trying to transcend text to images, voice/ podcasts, and videos.

Sources: HubSpot & Aweber

Finally, check out these digital rebranding success stories: 

ENTERPRISE IT

In 2016, IGEL Technology embarked on a significant North American expansion strategy. As part of the expansion project, their PR Agency helped them initiate a digital rebranding strategy for online assets and an expansion of social media channels. Today, they utilize all of their social media cover photos to serve as announcements for the company’s latest news and contests. A combination of strong digital rebranding plus content amplification helped IGEL become one of the most well-known brands in the global End User Computing market.

FINANCE

Mastercard is a household name, and a rebrand has the potential to ruin it. But their top competitor, Visa, was taking the lead, and Mastercard had no choice to stand idle and risk becoming a relic, a brand of the past.

Instead of a total rebrand, Mastercard focused on a digital rebrand for the ‘Priceless’ campaign. Today, it’s an ongoing strategy, and it evolves with their target audience. When Priceless launched in the late 1990s, the “digital platform” didn’t exist yet. Fast-forward 20 years and Priceless has its own website, a hashtag, and it’s part of the consumer experience. If you’re a marketing nerd and want to learn more about the genius behind the strategy, visit ChiefMarketer.com

RETAIL

Petmate does an incredible job of maintaining its wholesome, reliable, trusted brand name in a competitive marketplace. They’ve successfully distinguished themselves from similar-named brands like Petsmart and Petco. Their social media channels leave no doubt about what they sell and who they are targeting. In a world of digital noise, the Petmate digital rebrand leaves audience members with a clean, concise message that is easy to follow, identify, and distinguish among competitors in a crowded marketplace.

SOCIAL MEDIA REBRANDING

Do all of your rebranding efforts need to focus on social media? Use this guide from Search Engine Journal to get started.

Next Step: Competitor Research

Build out a spreadsheet that lists your company alongside top competitors and every digital space where they show up. You’re going to find many gaps that need to be filled. Competitor research tip: Don’t forget to use competitors who are showing up on page one of Google for industry phrases. These companies may not be on your radar as a competitor, but if they’re listed on page one of the search results for industry keywords, they are capturing a significant number of your leads each month.

Will my website need to be redesigned?

It depends. Have you ever met a web designer who says your website doesn’t need a redesign? (Just kidding! Kind of…)

Remember, digital rebranding aims to help prospects find your company and drive them back to your website. So if you’re investing in a digital rebranding effort, make sure your website is set up correctly to receive these new prospects.  

In most cases, a complete website redesign is unnecessary. As part of a digital rebranding effort, a pro should check for all of the following items on your website:

  • Is there a message for buyers at every stage of the buying cycle? 
  • Does your website invite visitors to connect with your brand on social networks?
  • How easy is it for visitors to request a meeting, more information, or locate your phone number? Do forms invite them to share their contact information?  
  • Can they read reviews from your happy clients and customers on your website? (.ie. trust factors)
  • Is there a chatbot for those who have questions? If not, is there an FAQ section?

If you’re ready to level up with your competition online and you need a marketing partner, fill out the short form below or book a discovery meeting.  

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