Does your business need a digital rebrand?

How do you know when your company needs a rebrand? If you're experiencing these three challenges then it may be time to breathe new life into your brand.
10 September 2018

Three indications that your brand could do with a lick of paint. Source: Shutterstock

A successful brand is one that connects with a mass audience on a personal level. In order to do in the digital age, it takes more than just a good idea or product.

The path to creating a business that stands strong amongst a sea of fierce competition in the global digital marketplace involves an end-to-end branding strategy that oozes your message and what your business stands for.

If you’re unsure if your business sends out the right message about your products or services, how is your target audience suppose to be sure?

Sometimes, a businesses image loses touch of what it really represents. And in these times, a lick of paint is needed.

Enter: the digital rebrand.

A rebrand is a marketing strategy which typically involves “re-inventing” your business with a new name, slogan, logo, design, and advertising strategy in order to create a differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

A digital rebrand, therefore, refers to overhauling your digital identity to better resonate with your audience and employees — transforming yourself into a company that truly connects with your customers on the internet.

A large part of your digital rebrand involves running digital marketing campaigns to present your new to customers and prospects, explaining what you really stand for and who you seek to serve.

The first place consumers flock to when researching a company is likely to be their website and social media platforms. And so, completing an overhaul of your online brand presence is key.

If you’re wondering whether your brand needs a digital rebrand, consider the following signs.

1. Your brand name no longer conveys your vision

What may have seemed like a great name ten years ago may no longer be adequate today. Sometimes a brand name no longer aligns with your business goals due to changes you’ve made. And other times, cultural happenings outside of your control can change the whole meaning of your brand name.

This is especially true in the digital marketplace, where customers want to deal with ‘cool’ new businesses and some family-run companies that have been in business for decades or even centuries need to get with the times in order to stay relevant to their target audience.

Take a look at your company name and ask yourself whether it still encompasses the personality and positioning of your brand.

As well as changing your brand name to reflect your current vision, you should also be ensuring that you’re updating your social media channels and website content.

How well does your brand voice reflect what you wish to convey? You may wish to re-visit old content with your new brand image in mind. After all, it’s no use having gleaming windows while the inside interior is old and rusted…

2. Your brand doesn’t stand out from the crowd

The rise of the internet has led to an overcrowded business landscape. If your company is struggling to get noticed and stand out from competition, then it may be time for a rebrand.

Your branding should separate your business from others in the industry, conveying a message that you have something different to offer.

In the online world, brands and their competitors are practically falling over each other trying to grab the attention of the consumer.

Having a strong, active and engaging presence on social media is therefore critical for survival. If your social platforms and website are failing to attract engagement, then it’s time to rethink your strategy.

A good idea is to perform a mini brand audit in order to gain a greater understanding of what differentiates your company from others. Take these USP’s and weave them into your new online brand strategy.

3. You’re struggling to attract top talent

Another reason your business may require a rebrand is due to lacking recruitment results. In an increasingly competitive business landscape, the best talent is searching for only the best, innovative, and forward-thinking brands to work with.

So if you find yourself struggling to recruit individuals of high quality, then this may be the result of your mediocre brand image.

It’s important to define the values of your culture in your rebrand, communicating with job seekers the reasons they should want to work for you. A weak brand will only attract weak employees.

In order to showcase what your company has to offer after a rebrand, it is vital you are leveraging your social media channels and online website.

To name but a few examples:

  • Live-stream fun company events and behind-the-scenes footage of your offices.
  • Post employee testimonials on your website.
  • Encourage current employees to actively promote the rebrand and the company’s offerings online.

Whatever your reason for rebranding, it’s important to create a business that people will remember. When executed correctly, a rebrand can garner some wonderful advantages from increased sales to reaching new demographics.