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4 Steps to Rebranding Your Company

So you are considering reinventing your business. You feel ready for new and exciting branding, but where do you begin? It’s important to give this risky decision a lot of thought, as rebranding your company can really backfire if you don’t approach it correctly. Make sure you are confident that your company is in need of and ready for a new branding and marketing strategy. Talking to a marketing consultant about your plans could be a great option. When our clients decide to rebrand, we tell them to consider their target audience and make sure their new marketing is moving in the same direction as they are, and make sure their new branding strategy speaks to them. When you are ready to take the plunge, follow these steps to rebranding.

1.Figure out your target audience

old spice rebrandingAre you trying to recapture the interest of your current audience whose interest is waning, or are you looking to reel in an entirely new audience? It’s important to understand what direction your company wants to move in so you can properly lay the foundation for a successful rebranding. One excellent example is the Old Spice rebranding. In 2010, Old Spice did some research and discovered that 60% of men’s body washes are actually purchased by women. Armed with this valuable information, they worked on marketing that targeted the female audience and launched the “The Man Your Man Can Smell Like.” The results were incredible and immediate, with a 300% increase in website traffic and 200% increase in sales and subscribers. (Source)

Knowing your audience is essential when it comes to branding. Make sure you do your research and come up with the best target audience for maximum return on investment.

2. Don’t fix what isn’t broken

Too many companies make the mistake of rebranding for the sake of rebranding; essentially trying to fix what isn’t broken. If things are working, don’t change them!

One rebranding fail was the Netflix/Qwikster debacle. Netflix, which was already an incredibly successful DVD rental-by-mail and online streaming service, attempted to split their business into two by keeping the streaming aspect as Netflix and the DVD rental-by-mail as a new brand, Qwikster. This introduced a second pricing model, essentially costing previously loyal customers more money for the same services they were getting before the rebranding. To add insult to injury, Netflix failed to research social media profiles before choosing the name Qwikster, and discovered far too late that the Twitter username, @Qwikster, was not only taken, but it was owned by a high school student whose online persona was a drug-using Elmo. Ouch.

Netflix reversed its decision fairly quickly, but not before losing 800,000 subscribers. Total rebranding fail. (Source)

It’s important to identify what is working and what isn’t before you make any huge changes. If customers love your product but you can’t seem to get new customers to give you a chance, don’t change the product, change your marketing! Do your research before you take any big risks, and make sure you are changing the right aspects of your business, and leaving what is already working alone.

3. Develop your story

Your brand needs to tell a story, so you have to develop it. Everything from your logo to your advertising needs to flow together and have the same look, feel, and overall message. You can’t have a super serious advertising campaign and then come out with a cartoonish logo. Figure out what you want your brand to say, and then decide how to convey that message. What are you trying to say with this rebranding effort?

radio shack rebrand

In 2009, Radio Shack was struggling, so they attempted a rebrand. The problem was that all they did was change their name to The Shack. All of their services, products, and overall philosophies stayed the same, so the story was basically just “new name, same old store.”  Obviously, the rebrand was a complete flop and lead to over 1,000 store closures and yet another rebranding effort in 2014.

 

4.Promote and be proud

If you want customers to get to know the new you, you have to promote the new brand. Get out into the marketplace and make sure your new brand is displayed loudly and proudly. Let the public know what your new story is all about, why they should care, and how they can benefit from the new brand.

Once you’ve made the leap to a new brand, stand behind it proudly. Confidence in your brand will allow you to push forward through the transitional period, and come out on the other side as a more successful business than before. Rebranding is a huge step, but it is something that can reap great rewards. If you’re ready to change up your branding and marketing, do your research, follow these steps, and become a rebranding success story.

access to social media channels digital marketing channels marketing agency

Why you should have access to your digital marketing channels

Everyone has their own skills and talents, which is why you likely have a specific role within your company that you are quite good at and very much enjoy doing. It’s important to play to your strengths and know when to pass work onto others who are more qualified in that particular area, such as digital marketing. Hiring a social media consultant, marketing firm, or web design company are great steps towards a solid digital marketing plan, but just because someone else is in charge of these channels, doesn’t mean you shouldn’t have access to them.

All too often, businesses contract a digital marketing company and promptly forget all about it. Having confidence in your web designer’s skills is great, but completely checking out of an entire aspect of your business and marketing plan is not a good move. They might be an expert in web design and digital marketing, but you are the expert on your own business. You don’t have to be involved on a daily basis, but there are certain things you should ensure your web design company can offer you.

Social Media Content Editing Capabilities

Sure, a web designer may have a better eye for color schemes and layouts, but the content should come from you. Even if you also contract out for content writing, you should always have easy access to your own website and be able to make minor changes. When hiring a web design company, make sure you request a content management system that allows you to add, edit, and remove content easily without needing to work with code. If you want to publish a blog post about an upcoming event, you should be able to do so quickly, without having to go through your web designer. The same goes for making minor changes such as updates to your business hours, address or phone number changes, or current sales and promotions.

Maintaining content editing capabilities gives you better control over what is shown on your website and also keeps costs and waiting times to a minimum. Consider this – if you have to call or email your web designer every time you need to fix a typo, you will not only rack up more billable hours for the web design company, you will also have to be at the mercy of their schedule, meaning changes could take days or even weeks to go live.

Website Access: Direct contact with your web designer

When it comes to issues you can’t handle on your own, you’ll need to know who to contact. You should always know exactly who is in charge of what when it comes to your website and be able to get in touch with them easily. Some web design companies will have a team working on your site, with each person handling a different aspect of your webpage. In order to streamline communication, you should have access to direct contact information for everyone on the team.

Content Collaboration: Accessing Social Channels

We believe the best social media content comes from the source. Your team has valuable information to share – even if they’re struggling to identify it. Even if hire a social media marketing consultant or marketing agency, be sure to negotiate access to collaborate for authentic team updates on your blog, Facebook, Twitter, or LinkedIn.

Even if you count on someone else to manage the majority of your social media activity, you should always have the logins and full access to every single platform. If you’re having a company event and snap a few photos, you should be able to post them to your Instagram without having to wait on your social media manager. Even if you prefer that most of your posts go through your social media manager, you’ll want to maintain easy access to all of your platforms for convenience, security, and for the sake of accuracy. If you want to change your Facebook cover photo to promote an upcoming event, you should be able to do so. You’ll also want to be able to quickly jump on your accounts should you receive any important messages or complaints from customers.

It’s your company, so you should always have the final say on how you are represented online. Having access to your digital marketing channels is as much about accuracy as it is about convenience, so make sure your web design company works with you and keeps all channels of communication and access open.