Savvy business owners know that a brand is not something set in stone. Changes within a company usually don’t require an alteration of its outward appearance, but sometimes rebranding can be the business move that makes the most sense given the circumstances. For example, a company might want to distance itself from bad press by changing the name of one of its products. Another instance where rebranding can be beneficial for a business is when it attempts to move in into a new market, as it provides a good opportunity to establish its image from scratch.
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Website rebranding is one of the most common forms of rebranding today. eCommerce businesses are usually the ones that stand to gain the most from such a move. A rebranded website has the potential to attract new customers through a more eye-catching design, retain existing ones for longer through better UX, set itself apart from the competition by staying ahead of current design trends, just to name a few. To give you an ideaofn how you should go about rebranding your website, we have compiled the following list of useful tips that every company should consider before getting started.
Determine Rebranding Goal
First thing first – before attempting to implement a website rebranding strategy, make sure you have a clear goal in mind that you wish to accomplish. In many ways, this is probably the hardest part of the process of rebranding. Conversely, once you establish without a shadow of a doubt what your rebranding goal is going to be, everything else will look easy in comparison. So be sure to dedicate enough time and energy towards formulating your resigned plane, before you start implementing any changes.
Businesses opt to rebrand their websites for several common reasons, which you ought to consider. One is to differentiate yourself from the competition. For example, maybe your eCommerce website looks a bit too much like Amazon or eBay, so you wish to implement some changes so as not to appear like you are copying them. Another reason to rebrand a website is when introducing a large number of changes in terms of functionality, content or design. In situations such as these when just about everything is undergoing change, it makes sense to follow suit and relaunch your brand as well.
Adopt a New Visual Style
The first thing that comes to mind when talking about website rebranding is the visuals. While there are other elements to consider as well, as we will see briefly, changes in how your website looks is a clear signal that your brand is undergoing evolution. Note that just changing up your website design a bit is not enough to constitute a full-on rebranding effort. In order to count rebranding, your site has to undergo thorough, systematic redesigns.
Let’s get into details. Visual redesign usually involves changes being made to the color scheme, typefaces, windows, navigation menus, and icons. No matter which of these you opt to change, it is important to do so in a consistent manner. All visual elements of a website should come together to form an organic whole in order to amplify your new brand. If you wish to keep some of the elements from your previous brand identity, this should only after much consideration. A detail or two from the previous brand iterations can even serve to highlight how your new brand is different in comparison.
Create Unique Content
Redesigned visuals are a clear indication that your brand is undergoing changes, but your website content is at least equally important, if not more. Many companies fail in their rebranding efforts because they approach the process of rebranding as simply giving their image a new coat of paint. In reality, your brand image can change substantially just by changing the accompanying narrative. Visuals draw attention to your website, but the content is what keeps visitors engaged.
The best way to relaunch your brand content-wise is to create something unique. If your website is going to continue hosting run-of-the-mill content, your rebranding efforts will likely go to waste. Instead, try offering something that your intended target audience is looking for. For example, a company specializing in logo design in Sydney should localize its website content to better match the expectations of the local populace. This includes using common phrases from the Sydney area, posting photos that depict local landmarks, or even redesigning the company logo to incorporate common Australia visual ques, such as kangaroos, the Sydney opera house, etc.
Deciding to rebrand your website is a decision not to be taken lightly. It is a time-consuming process, and even if you do everything right, there is still a change that your efforts will not produce the results you were hoping for. However, if done correctly, rebranding can also skyrocket your website’s popularity, bringing consumers in droves, and increasing revenue accordingly.
Chloe Smith is a design enthusiast and a part-time writer always willing to share tidbits of advice. She believes that passion, courage and, above all, knowledge breed success. When she’s not working, she’s probably somewhere cuddled up with a good book, and a cup of lemongrass tea (or more honestly binge-watching the newest Netflix hit show).