Business rebranding: when to do it and what to avoid

The brand of your business is one of the most precious tangible active ingredients. A well -defined brand can make customers retain, improve the perception of your products and services and contribute to general success.

Unfortunately, not all brands last over time. After purchases, obsolete conceptions and irreparable errors, for certain cases, it can become almost impossible to progress without a rebranding strategy.

The implementation of a refreshment of a brand can provide many advantages. However, from a digital marketing point of view, a brand change plan can affect existing strategies, such as optimization of search engines (SEO), social networks and long -term general strategy.

In this article, we share some practical tips for a successful brand change, with a minimum impact on your digital marketing efforts. We are talking about:

• Understand the need for rebranding
• How can brand change affect your digital marketing strategy
• Rebranding SEO-friendly strategy

Understand the need for rebranding

All companies do not need rebranding, because not all companies require repositioning on the market.

A change of brand implies the achievement of the target objectives, values ​​and the target audience. Correctly made, a brand change signals the development of the brand and the way your business changes to adapt to the constantly evolving market.

We recommend that you analyze the current performance of your business before deciding whether a brand change is necessary. Here are some signs that your business may need a refreshment:

• Obsolete brand: If your brand image seems exceeded or does not reflect the evolution of the brand, it could be time for a refreshment of resonating with your audience.
• Change of direction or concentration: If your business has evolved or changed its products, services or the target market from its establishment, your brand may no longer represent what you offer and may need a transition to reflect this change.
• Negative perception: If your brand has been faced with public relations problems or negative perceptions, a brand change can help you get away from previous controversies and start from scratch.
• Merger or purchase: If your company has undergone a merger or a purchase, a brand change can report the transition and create a unified identity for the new entity formed.

How can brand change affect your digital marketing strategy

When you implement the brand change strategy, you may notice a significant decrease in traffic and engagement on the website and social media accounts, as well as a decrease in search engines (SERP).

To mitigate this impact, it is important to consider how brand change can affect your current digital marketing strategy.

Impact on SEO

The brand change can have a significant impact on your referencing, positive and negative efforts. When executed strategic, a successful brand change can improve SEO by refreshing the brand’s online presence, by increasing its relevance and alignment with user intentions. However, if they are not carefully managed, the brand change can disrupt the performance of SEO.

When a business goes through a brand change, it may meet challenges in maintaining rankings in search engines and ensuring the consistency of digital channels.

This includes updating the URL of the website, the refreshment of targeting keywords and maintaining the brand’s authority established by previous referencing efforts.

When a company is renamed, it can change its domain name or migrate to a new website platform. This can affect the way search engines, such as Google, perceive your site, influencing factors such as research and organic traffic.

Marketing on social networks

Brand change can affect your marketing strategy on social networks. Because a brand change could change the values ​​and alignment of your business, the brand change can influence everything, brand messages and the content strategy to the public and the selection of the platform.

A successful brand change can update your presence on social networks, attract new subscribers and strengthen relationships with existing customers. However, they represent challenges, in particular the maintenance of the consistency of the brand’s message, the management of public expectations and navigation in the face of a potential reaction of faithful followers.

Rebranding SEO-friendly strategy

Here are some examples of brand change to consider for referencing during a brand change:

• Redirects 301 Romero recommends the use of redirects 301 to maintain SEO authority. This technical referencing strategy automatically redirects users and search engines of your old URL to another. Users who recognize you via the old brand, which clicks on the old backlinks or has marked your page, can continue to search for your old website, so that redirection 301 sends them to the new page. This can keep your existing referencing efforts and maintain the user experience without any problem.
• Audit your pages The existing SEO value of your site is linked to certain pages and the entire structure of the site. Audit Your web pages before the brand change can mitigate the negative impact on your SEO. A complete audit allows you to identify all existing URLs and to assess their current SEO performance, including keyword rankings, backlinks and traffic.
• Data monitoring and analysis Regular surveillance allows you to follow key measurements, such as organic traffic, keyword rankings and backlinks profile. Monitoring them can help you identify early fluctuations or anomalies. If your brand change affects your referencing, you can quickly solve any problem and implement corrective measures to prevent the drop in existing SEO value.
• Inform Google changes Inform Google changes via Google Search Console to help correct the new site. Google research console tools help analyze Google and keep your site traffic and performance in Google search results. Depending on the changes to your site, you may need to follow one or both steps.

REPRANDING PE Social Media

In addition to SEO, you must consider how brand change can affect your brand’s visibility on social media accounts.

Create consistency between platforms

Each contact point must reflect the same color patterns, typography and messages, social media profiles to the design of the website and stores

Contact us today to discuss your successful rebranding strategy implemented with effective digital marketing plans.