Rebranding presents the opportunity to introduce an improved image to prospective customers, and to re-energize loyal customers whose interest may need a jumpstart. But to keep in good graces with your base, you'll need to be careful about the changes you implement.
Brand implementation must be conducted in a very thoughtful way during the rebranding process, particularly if you already have a large customer base that's gotten used to your website or platform interface.
Below, we'll share some tips on brand implementation, following up on our previous installment of our rebranding series about identifying the parts of your brand that need a revamp.
Be Transparent About the Changes
Chances are your audience will love your rebrand, but they'll love it more if you give them an exclusive peek before you roll out a new site or platform. If you're shifting value props from one benefit to another, you'll also want to tell your base why you're doing it and how it might benefit them.
There are a few ways to do this, and one of the best is a simple email. Send a message to your subscriber list telling them what changes they can expect, why you've made them and if or how your product and service will be affected. Email feels personalized and it gives people a chance to respond directly and privately if they have feedback. Remember to segment your email lists — you may want to distinguish between active and prospective customers.
If you're launching a new site, you can include a banner message that explains to visitors that they're in the right place and tells them where they can find any features or sections that have moved. Transparency is key to customer success, so don't leave your audience in the dark.
Don't Stray Too Far From What Works
Gizmodo reported that the evolution of the Google logo holds a very important message to companies in the throes of a rebrand: keep it fresh, but recognizable. You don't need to reinvent the wheel when coming up with new logos, messaging and other creative assets. Too much drastic change can send the message that your company is in flux, which you don't want (even if it's true).
When overhauling visuals, stick with a similar color palette and logo design concept. With regard to messaging, try to either maintain your former style or tone, or evolve them gradually. For instance, if you find during the first steps of rebranding that your tone is too formal, don't go full-on colloquial right away. Slowly introduce more casual language until you reach a point that resonates with customers.
Finally, ensure that all your assets and marketing collateral align. If you want to redesign your site but don't have the budget to come up with new business cards and brochures just yet, make sure your new site can coordinate with existing assets.
It's easier to do more down the road than it is to undo rebranding mistakes that go too far. When in doubt, you can always reach out to a seasoned branding professional who can help you make the tough choices.