Ever heard the phrase “the more things change, the more they stay the same?” That’s something you don’t want said about your company. Things change at a lightning-fast pace on the Internet, and your business is in danger of being left behind if you’re not changing to keep up with it. In many cases, that means an online rebranding strategy.
An online rebrand can help a company get closer to achieving its goals, whether they’re higher web conversion rates or more web traffic. Here are five reasons your business may need a web rebranding strategy.
#1. Your Relevancy is Waning
This is perhaps the No. 1 reason for rebrands in our digital time. If your company’s mission does not reflect what people want or need nowadays, it’s time to rebrand yourself online. Yellow Pages is a prime example of this conundrum. It lost relevancy over the years with the rise of the internet, where you simply type a few words into Google to find the information Yellow Pages once provided exclusively.
And so the company has rebranded itself as YP and is concentrating more on its digital arms, acknowledging the lack of interest in the printed product.
#2. Your Reputation Has Taken a Hit
Every company deals with some backlash online from time to time, but every so often it gets so bad that a full rebrand is in order. Even if the vitriol wasn’t warranted (perhaps the complaints were fueled by competitors or angry former employees) your reputation is still suffering, and you have to do something about it.
This may mean finding a new name or emphasizing a new strength in your marketing. A fresh start can make all the difference. For instance, Andersen Consulting rebranded itself as Accenture after getting caught up with the Enron scandal, which involved its parent company, Arthur Andersen. Accenture has flourished where Andersen Consulting struggled.
#3. You’ve Recently Had a Merger or Acquisition
Mergers and acquisitions are part of corporate life, of course, but it’s a mistake to continue on the same business paths you followed before either happened. When you make such a big business decision, it’s vitally important that your company accepts the changes. That means that your company must rebrand itself on the web to reflect the new services and products that it offers.
For example, Viewpoint Construction Software recently acquired Maxwell Systems, a long-established construction software firm. Though Maxwell’s core products will continue to be produced, it will be under the Viewpoint name.
#4. You’re Repositioning Your Brand
If you started a company 20 years ago that built websites, chances are you didn’t anticipate the advent of WordPress, Wix or other software or content management systems. These systems allow people to build their sites for free, by themselves. It may be time for you to digitally rebrand your company to offer a service that people really do need, such as setting up social media accounts or making mobile websites. It’s important for niche companies to be able to grow and expand their services as they age. Otherwise, they may not be keeping pace with their customer base.
#5. Your Image is Dated
Maybe your website is loaded with Flash animation, at a time when flat design is in. Or perhaps you don’t even have links to your social media sites on your homepage. Whatever your shortcomings, it’s a good example to do a branding reassessment every couple years to make sure you’re keeping up with the latest trends on the internet.
After all, no one wants to use a company whose web presence is dated. A website that looks dated suggests that its ideas may be dated, too, and that’s a red flag for potential customers.
Does your company need an online makeover? Only you can decide. If you fit into any of these categories, it’s probably a good bet that rebranding is on the horizon.
Images: ”rebranding street sign against blue sky with clouds / Shutterstock.com“
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