Rebranding your local business? Don’t start without having reading these tips

There’ s a whole host of reasons you’ d want to rebrand your local company:

  • Your item and service offering might be outgrowing your name and website.
  • You might have found a new area close to the center of town.
  • You feel a facelift may revitalize a flagging business.

Whatever your factors, they must be good given the work it will take to rebrand. It may be the biggest plus highest-risk challenge you’ ve actually faced. The tone of voice, website design, colour scheme, logos, directory listings plus sales process may all have to change at once. It’ s no easy or quick switch.

Interest in a local business’ rebranding isn’ t as strong because big brands enjoy, so you can hug that viral piece on the development of your brand goodbye. Unlike Soft drink or other big brands, there exists a high likelihood few will observe a logo change from a small business.

Small enterprises don’ t have access to a multimillion-dollar personalisation and communications strategy. But that will doesn’ t mean you can’ t still make a true effect on the bottom line with a thoroughly researched plus well-executed rebrand.

I’ m going to go through a few essential marketing points and steps to consider if you’ re considering or even in the process of rebranding a local company. While I will be providing insights over the less technical, more strategic aspect, I have included  a web link that explains how to migrate your blog to a new domain .

Involve your audience

Are you looking for a whole new target audience or an expanded one? In either case, it’ s worthwhile involving your current customers in the rebranding process, even though just in a small way.

First, survey your customers on what they will already like about your brand name so you can avoid losing those components in your new branding. Learn precisely why they came to you initially and, nearly most importantly, why they stick around.

If your rebranding is already underway, show your customers some potential trademarks and ask them to vote on their preferred. Remember that unless you make the results general public, you’ re not beholden to choose their logo unless you love it, as well!

You can be as open up and public or as deceptive and private with your customer participation as you like. The former is great in case you already have a loyal customer bottom willing to share the news of the rebrand.   The latter is better if you are within the very early stages of rebrand thing to consider.

Go wide plus loud with a request for customer feedback upon Twitter and Facebook (perhaps with a link to a website-hosted survey) or using a pop-up on your website using a device like Hotjar. You can also keep it silent with face-to-face questions in-store or perhaps a segmented email to your most devoted customers.

Whatever quantity of noise you decide to make with your consumer involvement, make sure you highlight how important it really is for you to keep current customers pleased and happy. They’ ll value having their thoughts and feelings considered and become more likely to stay on board when the brand new brand is launched.

Don’ t change too much too quickly

Unless you’ lso are determined to completely pivot your business plus reach an entirely new and different consumer base, I’ d recommend not really changing too much about what makes your company what it is all at one time.

Smaller sized, more iterative adjustments to logos (a smoothing of the edges right here, a lightening of the color palette there) will lessen the risk of losing your present audience’ s connection to your brand name. Obviously, the risk will be even much less if you’ ve involved all of them in your rebranding strategy.

When faced with a potential name alter, try to keep an element of your authentic business name. This will give you a lot more options down the line. Consider how Snapchat Inc . became Snap Inc. and eventually  branched out straight into products like Spectacles .

The other reason not to alter too much too fast centers around your own SEO. If, with a snap of the fingers, you launch a new internet site, new company name, a new possible vocal tone and new copy, your site may lose search positions and take a whilst to rebound. It makes sense to gradually tweak things and avoid those disadvantages.

Research the panorama

Thorough preparation is crucial ahead of a rebrand, and one region you’ d be foolish in order to overlook is the competition. This is especially true if you’ re altering your business name.

There may be no worse (and no more very easily avoided) frustration than learning the name you’ ve been cherishing all this time is incredibly near to another business, or worse, a company in your industry.

Checking out the competition on Bing or Google is simple. Be sure you look at local, organic plus map results.

It’ s also definitely worth ensuring your planned business name offers all social media usernames available, and am mean all of them. You might not think you need Pinterest or Snapchat right now, but since they’ re free to use, it’ s better to be covered very safe than sorry.

When you are researching your social media profiles, bear in mind you’ ll want to use the identical username across all platforms with regard to complete brand consistency. When you tug at that next new loyal client, you’ ll want them to instantly find and follow your interpersonal profiles with ease.

Strategy your Google My Business modifications well

Whatever you perform, it is not a good idea to set up a new Google My Company (GMB) listing to get a rebranded company and leaving the GMB listing intact. Having 2 profiles does not mean you will dominate the rankings for the local search terms and may cause duplicate listing issues.

The only exception to this will be if your rebrand changed and what you’ re selling changed along with this.

For example , if you’ re an Indian restaurant pivoting to Vietnamese cuisine with a new recipient and a new menu, you would have to open a new listing and shut the old one, as all information plus customer reviews on the older list will no longer apply.

Google and yahoo GMB to accurately and pretty represent the experience of using or even dealing with a business, so it doesn’ big t want to see reviews of an Indian eating experience on a Vietnamese restaurant’ t GMB profile. In an ideal entire world, business owners would have the power to remove testimonials that are no longer relevant, but this particular currently isn’ t possible, plus “ flagging” reviews only reviews them for offensive language.

If you only need to update your present GMB profile, the extent that you do so will depend on how big the rebrand you’ re going for, yet you’ ll certainly want to go through the following items to see if they will be accurate after the change:

  • Business name. If  you’ ve transformed any part of your business name, you’ ll need to update this and obtain it verified as soon as your rebrand strategy is in progress.
  • Categories.   Change these if your rebrand involves presenting new services that will fundamentally modify your business category.
  • Address and phone number.   Only necessary if your rebrand features a move of premises.
  • Logo, photos and videos. Rich GMB content will need to be thoroughly considered after the rebrand. Do that which you can to encourage people to get photos of your newly rebranded shop, and be sure to upload a new logo. Consider bringing in someone to record the 360 tour of your business to demonstrate off the new branding.
  • Q& As. Will the answers that you as well as your customers have left for enquiring thoughts still be accurate after the rebrand? Have a look, and if something is no longer accurate, simply click the three dots next to the answer in order to “ Report” it, and then choose: “ No Longer Applies” to banner it for removal.

Update all your citations

Probably the most important information on your Search engines My Business listing is your QUICK SLEEP — name, address and telephone number.

Sites that take the details of your business (also known as your own “ citations” ) will need to be approached and asked if they will upgrade your information as a way to avoid negative effects on rankings due to inconsistent QUICK SLEEP.

And it’ ersus not just your search results that could endure. Recent research shows that incorrect or inconsistent get in touch with details or business information obtained online would make 80 percent of individuals lose trust in a business . It’ s not a simple job in order to update all your listings, but this particular shows it’ s definitely worthwhile.

You can update plus clean up your citations by using a good automated tool or doing it manually. Updating manually rather than using a device service allows you to keep complete control over your listings, even if it is a bit more work. Automated tools stop working in case you stop paying for them, and you’ ll likely see your listings get back to how they were if you stop spending money on the citation management service.

Make the most of the PR possibility

A well-planned, innovative and significant shift in logos can result in coverage in local plus industry press. To increase the chances of this particular, you’ ll need to hold activities at your brick-and-mortar store and web host a press launch.

This gives journalists something to picture, and these kinds of events are far simpler to feature in publications if associated with plenty of smiling faces. Even if you don’ t have an offline store, you are able to still host a media launch and a special promotional code in order to celebrate the relaunch.

Conclusion

Whether you’ re tweaking a logo, incorporating a new partner to your law firm title or completely changing your whole business structure, keep these tips in mind as you rebrand. Be sure to involve your customers, update your own citations and get the press included. You’ ll enjoy a successful rebrand if you do!


Opinions expressed in this article are those from the guest author and not necessarily Advertising Land. Staff authors are shown here .


About The Writer

Jamie Pitman is Mind of Content at local SEARCH ENGINE OPTIMIZATION tool provider BrightLocal . He’s been doing work in Digital Marketing for nearly ten years and it has specialized in SEO, content marketing plus social media, managing successful marketing tasks for clients and employers as well. Over this time he’s blogged their heart out, writing over three hundred posts on a wide variety of digital marketing topics for various businesses plus publications.

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