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What are the steps involved in a successful rebranding campaign?
It is not uncommon for businesses to have to make some changes, realigning their branding to meet the modern consumers needs. Rebranding is not a simple process. It involves market research, messaging, visual identity, brand positioning, imagery, brand values, and so much more.
Rebranding presents challenges to create a new brand identity. It is worth it when done correctly, transforming your company's brand image, helping to attract more customers. There are many moving pieces that need managing, your content is just one of them. Content needs to be updated throughout the branding process, used as a tool to speak to your audience, telling the story of your rebranding, while communicating internally.
The first part of any successful rebranding campaign is to create content that creates a buzz around your rebrand. Rebrand launches are opportunities to speak to new audience, driving new visitors to your website or store. You cannot publish the announcement on launch day and expect your audience to take note. You need to create a buzz around the upcoming changes with consistent and fresh content.
Your rebrand is a new era for your business, but you don't want to lose your existing customers who may not feel connected with your brand after the rebrand. Content can be used as an effective tool to express what the reinvention means and how it will impact them.
You can use content to tell a story about your rebranding to create an emotional connection with your audience. Storytelling is a great marketing tool. If there is a story behind your rebranding, you can share it with your audience. Your content is your way of sharing your story with the world, creating an emotional connection, while ensuring your audience understands the changes being made to your brand.
A rebrand is often a way to improve your business or the products and services you provide. This shows you are a leader in your industry, evolving based on your customers needs.
Content can be used to inform and reshape internal conversation and culture. Internal communications before, during, and after a rebrand is just as important as advising your customers on what you are up to. If your team is not aligned with your brand, you can't expect your customers to be.
Content plays a vital role in a successful rebranding campaign. It doesn't matter how big or small your business is, using content to tell your story, create a buzz around your rebrand, while showing yourself as a leader in your industry helps to create a smooth transition to the fresh version of your business. Do you need help with your rebranding campaign? Genie Crawl is here to help. Give us a call today to find out more.
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