Blog

  • Rebranding Your Online Business – Things to Consider

     

     

    rebranding your business

     

    I have been around the block a bit when it comes to all things web-related. Over the years I’ve seen many businesses come and ago. Some stick around for a long time, some seem to disappear overnight. During that time I’ve also seen quite a few brands go through the process of a rebrand. Each occurrence of this is obviously different business to business and the undertaking process is different also. I guess the term “rebrand” is open to interpretation and each business that decides to take it on has a different idea as to what actually constitutes a rebrand as opposed to a quick refresh or update.

     

    Having witnessed my hosting company, HostPresto.com recently go through with a complete overhaul I thought I’d bring the subject of rebranding to light and run through some of the fundamental considerations you should have if you’re intending to proceed with such a task yourself.

     

     

     

     

    Why Do It?

     

    If you’re reading this looking for information on rebranding then you probably already know why you’re doing it and each business will also have their own ideas and reasoning. The most common reason is simply to refresh the brand, to bring it up to date with current styles or even the current market in general, speak to a digital strategy consultant to find out how they can help. Website design in particular, follows trends, year in year out new styles are becoming more apparent and each time that happens the old, previous styles look more and more dated. Your customers will realise this too and are much more likely to put their trust in a company which appears to be up to date than via a website that looked like it was built 10 years ago.

    Website design in particular, follows trends, year in year out new styles are becoming more apparent and each time that happens the old, previous styles look more and more dated. Your customers will realise this too and are much more likely to put their trust in a company which appears to be up to date than via a website that looked like it was built 10 years ago.

    Website design, in particular, follows trends, year in year out new styles are becoming more apparent and each time that happens the old, previous styles look more and more dated. Your customers will realise this too and are much more likely to put their trust in a company which appears to be up to date than via a website that looked like it was built 10 years ago.

     

    Slow and Steady or Complete Overhaul?

     

    There tends to be two approaches when it comes to rebrand. Some opt to do it over time and some completely change everything day one. The slow and steady approach has its benefits as you can clearly see when something is working/isn’t working but the all in one approach can be much less time consuming. I guess it’s a matter of preference. If you’re changing your brand name, colour scheme, website and all associated corporate design/identity then it’s probably best to do everything day one and have a consistent, uniform styles across the board.

     

    Branding

     

    Branding can cover two elements of your overall identity. It can refer to your company name or the logo mark/colour scheme/corporate identity across the board. In terms of the latter, it’s best to maintain a uniform style and scheme where possible and in terms of the name itself it is going to depend heavily on the message you’d like to portray. A young, fun, tech company is not going to want the same branding style as a London-based legal firm, for example. You have to match the sector you’re operating or intending to operate in first and foremost.

     

    Domain Names

     

    Domain names will typically match your company name unless you’re going for a specific product or service based keyword domain. Once that is decided upon then it’s simply a case of choosing your extension. Do you want to be solely UK based and go for a .co.uk or do you want to be a global shop window, if so then the .com would be preferable. There are also lots of possibilities in between with all of the new global top level domain names on the market on a wide array of extensions.

     

    SEO

     

    If you’ve done any work on SEO for your current site you need to be careful that you’re covering bases on your new site. Make sure all old pages have redirects in place such as a 301 (moved permanently) so Google (and your customers alike) end up at the right place when they try to access your old pages. You should also make sure that there are no broken links on your site also. Finally, in terms of the content of your website, it’s probably best not to change too much too soon. You could end up costing yourself natural traffic if you remove some traffic generating content accidentally.

     

    Soft Launch / Feedback

     

    No matter how competent you are in terms of web design and development there is no better source of feedback than that from your own customer base. A soft launch is a great idea to get people’s opinion on your proposed changes before actually going ahead. This way you can find out directly what is likely to work and what isn’t

     

    Conclusion

     

    As you can see, a fair few things to consider, some important, some not so much but all of them need at least some thought if you want your rebrand to be a success. Obviously, there is much more to it and as mentioned above each business is different and what each business will want to do or achieve is different also. The above however runs through the basics and if you were considering a rebrand hopefully the outline above will give you some idea of what is required.

    Leave a Reply

    Your email address will not be published. Required fields are marked *