Here are some things you should know before launching a new logo, website, or brand name to ensure that your rebranding effort is successful (and search engine friendly). Rebranding can be a powerful strategy, whether you’re a startup trying to change course or an established company trying to stay relevant.
Rebranding: What Is It?
Changing how the public perceives your business through strategic, verbal, and visual changes to your name, logo, tone of voice, messaging, and even your company mission is known as rebranding. It’s frequently done to update out-of-date branding, reflect growth, or appeal to a new audience.
Why Do Companies Rebrand?
Some common reasons include:
- Market evolution: Your business outgrows its original purpose.
- Merger or acquisition: New ownership or partnerships.
- Reputation management: To move past negative press or brand confusion.
- Audience shift: You’re targeting a new demographic or geography.
- Modernization: A fresher look and feel to stay relevant.
Start with a brand audit
Prior to making any changes to your logo or website, evaluate what is and is not working.
Inquire:
- How do you now stand in the eyes of your customers?
- What are your rivals doing well?
- Which aspects of a brand increase traffic or conversions?
Create a Clearly Defined Brand Strategy
Recognize your:
- The new mission and vision of the brand
- Personality and voice
- The intended audience
- Important distinctions
- Every rebranding component will support your long-term marketing and business objectives if you have a plan.
Update Your Visual Identity
This comprises:
- New fonts
- colour scheme
- photography style for the logo
Make sure your new brand is reflected consistently on all channels, including your LinkedIn banner and website.
Pay Attention to SEO Throughout the Process
Ignoring the potential harm to SEO is one of the most common rebranding errors.
Important SEO Tasks:
- All old URLs should be redirected to their new counterparts using 301 redirects.
- Update metadata: Add new branding keywords to alt texts, title tags, and meta descriptions.
- Google Search Console: Keep an eye out for crawl issues and submit a fresh sitemap.
- Backlink outreach: Update anchor text or URLs by contacting leading referring domains.
- Change of brand name? Establish a domain migration plan and use the Change of Address tool to notify Google.
Explain the Modification
Get your rebranding off to a great start:
- Use press releases, blogs, social media, and newsletters to spread the word.
- Write a blog article titled “Why We Rebranded” to describe your change.
- Make changes to your directory listings and Google Business Profile.
- This informs search engines about the rebrand, fosters confidence, and keeps devoted clients.
Track, Measure, and Improve
After launch, keep a close eye on:
- Natural rankings
- Duration of the session and bounce rate
- Searches for brands
- Performance of backlinks
Utilize the information to further improve your content strategy, UX, or messaging.
Rebranding is more than just a cosmetic change. It’s a profound, strategic change that impacts your online presence and consumer connections. When done correctly, including SEO, it can reinvigorate your brand and position you for long-term success.
Don’t forget to keep Google and your consumers informed at every stage.
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