Sometimes digital agencies are called in and hired for a rebrand of an established company. This is even more common now, due to various factors that affect brands.
These factors could include a repositioning of a brand, a need to develop a new image after a negative period, or a desire to develop a rebranded offering in a new market. As social media becomes even more powerful and influential, companies are finding that their standard look and feel may need an update or two. A digital agency can work wonders in this area.
However, it is never easy. The work a brand has put in over time means that an image and a story is in place. It’s the job of an agency to ensure that any transition is handled sensitively and professionally, with clear results.
Why a rebrand?
Not every company will have to do this. But sometimes a brand has problems, or is simply just growing quickly or in an unexpected direction. A new look and new ethos, a refresh, is what is needed.
Obviously, this kind of work is not to be taken lightly, and brands and their agencies have to work closely to ensure a smooth and problem-free transition.
When it comes to considerations, think about the following.
The platforms and how they work
This is one clear problem. Social media platforms are not necessarily the easiest places to effect a re-brand. Let’s suppose you want to rename a division of the client you are working on behalf of. The client simply wants a new logo and new name. It shouldn’t be too difficult to make this happen, right?
Well, maybe. Social media is easy in plenty of ways, but once someone or something tries to change the basic details of an account, platforms get a little difficult. There’s a reason for this. If it was easy for an account’s details to be changed, then spam and trolling would be on the rise. No, it takes a little bit of effort to rebrand through the name of the company or division. Some careful work is required.
Twitter, for example, allows username changes quite freely. A problem will occur though if you change your Twitter handle and don’t tell your followers. And if you’re creating a new handle for a division and you want current followers to move across and migrate, you need to make your changes clear to your current fanbase.
And that’s a consideration before you change a verified account. Verified accounts have changed of late, but they are still attractive and valuable to brands. You may lose your verified status if you rebrand. And that’s no fun.
The upshot? Take your time on each platform and work out what restrictions or consequences may occur if you rebrand. You can usually avoid problems as long as you research the situation.
Tell everyone, and early
Kind of piggybacking on the last point, it is absolutely vital that you inform your loyal audience well in advance, Go to the full article.