Guide to Rebranding Your Business

Updated: Mar 2

A blackboard that reads “time for change”

In the digital age, rebranding is far from a novel concept. Even with the era’s unique circumstances, many businesses, small and large, have done so successfully over the past decade. It is, however, an endeavor that can take many different forms, depending on one’s explicit goals. It may simply be a redesign of one’s online presence or a complete overhaul of one’s identity. Therefore, it’s also a process that takes dedication. Many rebranding efforts remain incomplete, and thus ineffective. Where should you start, then, and how would you succeed in rebranding your business in the long term? Let us discuss this subject in some depth.

Reasons to rebrand your business

First and foremost, as with all business endeavors, there needs to be a reason behind rebranding your business. For better or worse, new needs, the changing market, and plain happenstance provide ample reasons to consider it. Among many, the three main ones are arguably the following.

Relocation and expansion

Moving to a different main location or expanding to international markets may warrant rebranding. The physical aspect of it is fortunately easy, as there is no shortage of commercial movers to consult. But as you get comfortable in the new premises or expand your operations, you also adjust to new target audiences.

A change in values and mission

Similarly, your business values and mission may change – whether due to relocation, a merger, or other factors. Naturally, how you communicate these new values directly informs how audiences see you online. Thus, rebranding offers a clean, precise way to do so.

Market repositioning and a new identity

Finally, the aforementioned and other factors may warrant forging and projecting a new identity. The most practical such factor is, simply, market repositioning. For example, consider how SEOMoz repositioned themselves in the market in 2013, rebranding and renaming themselves to Moz. Here, SearchEngineJournal helpfully explained:

“Why did they change their name?

  1. they are not just an SEO company

  2. wanted to get away from the unseemingly acronym, SEO

  3. people didn’t know how to pronounce SEO

  4. wanted to focus on software rather than consulting

  5. prepare for the launch for Moz Analytics (which is currently in beta)”

These factors combined into an emerging, redefined identity – which evidently succeeded.

Rebranding your business

Success stories aside, however, rebranding your business is no easy feat. It can be effortless if all you need is a minor change, but deeper restructures take planning and commitment. Such rebranding efforts may affect everything, from your name and logo to Search Engine Optimization (SEO) and marketing. Thus, you may consider these three steps to solidify your efforts.

#1 Start with a clear business reason

First and foremost, you should begin any such efforts with a clear, data-driven goal. Doing so will allow you to clearly define your exact purpose and the means by which you’ll do so. Indeed, different goals will necessitate completely different courses of action. To support this, among many, consider two primary examples of business reasons to rebrand.

Accelerating growth

It is not uncommon, or unwise, to seek to accelerate growth through rebranding. To meet this goal, businesses will need to open up to new audiences, enhancing lead acquisition and conversion rates. They may do so through redefining their customer segmentation criteria, investing in SEO for lead generation, and so forth. Here, one would need to reestablish one’s audience.