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. Before we dive in and explore the whats and the whys, keep these statistics in mind: 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 that are relevant to their work (shout out for the B2B crowd). Source: DataReportal April 2021 Statshot
If your company’s “digital brand” hasn’t been evaluated or updated recently, keep reading to learn how to make it a priority.
Digital rebranding is the process of building digital assets so that customers and prospects can find your brand across digital channels.
If you’ve been avoiding digital branding and “rebranding” initiatives, we have good news for you! Digital rebranding isn’t nearly as time consuming, and it won’t require thousands of dollars in graphics, website development, and print assets. Digital rebranding is about expanding your brand online, not changing it. You don’t need to spend thousands of dollars on graphic design, a new website, or new marketing materials.
What’s the purpose of digital rebranding?
Digital rebranding will empower your brand’s messaging across the web. It ensures that your brand is set up to meet your customers and prospects wherever they are, and show up along side (or instead of) competitors. For example: Since 1997, social media has evolved into 100+ platforms, but your target audience isn’t using all of them.
How do you know which digital channels are important to your audience?
- Competitor Research – If the majority of your competitors are using a digital platform, you should be there, too.
- Buyer Persona Research – Brands have multiple buyer personas, and buyers find your brand at different stages of the sales cycle. Persona research is an important 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 is referring traffic to your site but you haven’t built a profile or don’t curate content there, you’re missing out.
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…)
In most cases, a complete website redesign is unnecessary. As part of a digital rebranding effort, check for all of the following on your website:
- Is the messaging designed for your audience at every state of the buying cycle?
- Does your website invite visitors to connect with your brand on social networks?
- If a website visitor wants to contact your company, how easy is it for them to do so on your website? Are the forms easy to find? Can they “click to call” you? Can the get directions to your brick and mortar location?
- Can they read reviews from your happy clients and customers right on your website? (.ie. trust factors)
- How easy is it for visitors to find answers to their questions? For some brands, an FAQ section makes sense. For others, a chat box is the best option.
Questions to Consider
How many of these questions are true for your brand?
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.
Share these digital marketing statistics in your next meeting (or consider them if you’re the decision maker):
- 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.
Check out these digital rebranding success stories:
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.
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 1990’s, 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
Petmate does an incredible job of maintaining their 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 sell to. 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.
Ready to take on your competitors in the digital world and you’d like some help, we can help you identify the best path forward. Connect with Markelle on LinkedIn or fill out the short form below: