Rebranding can be a daunting task, which is why many business owners shy away from it. However, the marketing and commercial benefits that come from revamping your brand are both significant and rewarding. Rebranding can breathe new life into your company, but it is a decision that needs careful consideration, strategy, vision and the right motives.
This is true of all industries, including the digital marketing. Rebranding can change many – and, in some cases, all – aspects of your business, and also change the way people perceive you, which can be exactly what you need!
The digital marketing world is constantly changing. Whether it’s the rise of blogging or social media as a marketing tool or the advent of new technologies, it is crucial for digital marketing companies to have their finger on the pulse, keeping up with all these changes. This way, they have a higher chance of success and standing out from the competition.
Not so many years ago, offering internet-based services meant providing companies with web design or email; now, digital marketing is a specialisation all by itself, with an increased focus on efforts like content writing, SEO and social media advertising. Businesses need to reflect these changes, and a rebrand can help you get there.
Out with the old, in with the new.
When it comes to digital marketing, being up-to-date with current trends is key. For instance, knowing that, as of January 2014, 74% of adults online were using social media sites, with 52% using more than one channel, can help you tailor your services and improve your digital marketing efforts.
Another great example is the way mobile traffic is surpassing desktop for internet usage. This prompted Google to create a mobile-first web-index that will influence the way digital marketing is done. In 2015, the technology giant also rolled out an algorithm that determines whether or not your website is mobile-friendly, which can impact how pages and sites are ranked.
This means that content, social media, ads, etc., all focus on mobile more than ever before. And, with virtual reality making waves in the marketing industry, you might even start to think about three-dimensional ads to showcase products and services; the same is being applied to wearable technology and augmented reality.
All of this means that what was once successful or revolutionary may now be old-fashioned and inefficient. In order to have a successful rebrand, you need to match the requirements of current trends and the needs of the modern consumer.
Standing out from the crowd
As you are targeting similar consumers and conveying near-identical messages, your competitors’ branding may look very similar to yours, and your target audience may find it challenging to tell the difference. Even your USP or logo can be difficult to differentiate in the minds of consumers. A rebrand could take care of this.
Rebranding can give your business more individuality, which will tell your audience what makes you different from everyone else. This can help you obtain a larger percentage of market share which, in turn, will increase your brand awareness and profit.
Your uniqueness is vital, so differentiate yourself from your competitors and gain an even greater focus than before. What makes you special? Why should customers choose you over another agency? How can you emphasise the digital services you provide?
The answers to these and more questions are important when considering a rebrand. By evolving your brand, you can reflect your mission, vision and values with even more clarity than before, helping customer perception shift in your favour.
Rebranding can take your company to new heights and, most importantly, to the future. After all, rebranding does not need to be about fixing something that has gone wrong. It can be about staying relevant, providing modern services that are in line with modern audiences, connecting with old and new audiences, reflecting new goals and services, and boosting your bottom line.
By Vilayte Essa, founder and CEO at SQ Digital
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