This article was contributed by Elaine Bennett, a marketing specialist-turned blogger, currently writing for Bizzmark Blog.
In the modern world of constant change, it’s expected for even the most ironclad brands to consider rebranding their image to deliver a more relevant message and get closer to a new pool of clients on social media.
That requires small and large businesses alike to go through extensive social media strategy changes in order to ensure that their brand’s essence remains intact while also being able to bring an element of innovation into the process.
It’s a difficult, sometimes even a lengthy task that needs to be tackled with great care so as to prevent any damage to your reputation. You’ve already worked hard to earn your current standing, so the goal is to grow it through change.
However, a significant part of the entire endeavor is related to how your social media audience is notified, and how your current image handles the transition, especially through its most versatile channel –social media.
Here’s how you can make the process easier and smoother, and make the most of your social media profiles to turn your new brand image into an even greater success.
Introduce your new brand image on social media
Some companies, especially those with a massive social media following, like to keep their rebrand under the radar. They have already mastered the art of branding, and they have no doubt that their new image will bring more people to their devoted tribe.
However, for smaller companies and newer brands and startups, this move may be a counter-productive one.
You may end up losing more social media followers than earning new ones, and damaging your hard-earned reputation.
On the other hand, if you choose to give a sneak peek of your rebranding efforts to your audience, they may become your greatest supporters and help you exceed your own prognosis.
You can keep them in suspense while simultaneously giving them tidbits of information to keep them in the loop: partial images, humorous posts, brief and mysterious announcements, and hints of your “coming soon” brand.
It provides a solid foundation for early feedback, and leaves plenty of room for curiosity, so that their interest won’t dwindle, but only grow over time.
It’s vital to start posting on social media at the right moment, because you shouldn’t waste too much time hinting, or suddenly go live with a new brand. Strike the right balance to arouse anticipation and announce your brand when the suspense is at its highest.
Change the details in time
As you start publishing the news on your new brand image on, it’s important to update your social media profiles to consistently showcase your new brand.
You can start with the name, if needed, the font, the colors, and of course, any official company details such as your address and social media handles.
While it’s relatively easy to remember to post those on your Instagram, Facebook, or Twitter, don’t forget to do the same on Yelp, Google, and similar business pages that you’ve already published on.
However, even when you do your best to advertise your new brand and inform your existing audience of your company changes, some will always fall through the digital cracks.
Don’t leave this to chance and make sure to redirect your old links to the new brand name and details, so that even those searching you by your old name get to right address.
Still remain consistent
The key to any branding you do, even the one that involves changing your original brand image, requires consistency to succeed.
Make sure that your authentic brand identity not only survives, but flourishes in its new groove, and that its essence remains striking and recognizable throughout the change on social media.
It’s the core that allows you to stay consistent, retain your current customer base, and attract new followers successfully.
If you start off your rebrand with an identity that has already been created to be powerful, it will stand not only the test of time, but the test of change as well.
Make sure that you introduce the changes simultaneously through all social media profiles, and that the details, such as your profile photos and the chosen language still reflect your brand values.
Listen to your audience through social listening
As we’ve already established, a rebrand can be quite a challenge for companies that still have plenty of room and time to develop and reach the stars.
While it’s commendable that you wish to depend on your creative team and your existing brand basis, you should also use your early hints and announcements to generate a feedback loop.
What percentage of your social media followers are responding positively or negatively to your efforts? Can you deliver posts that will delve deeper and ask for more specific feedback? Can you utilize surveys to feel the mood and the preference of your current client base?
It will all be for the good of your strategy, as you can still adapt on the go before your final launch.
Let the world know your new purpose
Not a single business starts a rebranding strategy for the heck of it, but for a very specific purpose.
The goal is to announce what your new purpose is and what it means for your existing followers. Be very clear as to why you are making changes, and how it benefits your customers.
Even the smallest of alterations on social media can lead to huge perks, so use the opportunity to educate your followers and help create an even stronger emotional bond with them through the change that lies ahead.
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Image source: Unsplash