Most websites were not built in a day! And certainly not the ones that have some SEO juice to speak of. These websites were developed and launched when the online marketing scenario was very different from what it is now. The game has changed and so have the rules. Google and social media networks like Facebook or Twitter do not function the way it did when you bought your domain name or launched your website.
To put it in another way, your considerations at the time of developing the website and the branding were very different then. If you were to launch your website now, you would definitely do things differently, would you not? If the answer is no, then probably the question of rebranding does not arise for you. It is so because rebranding is not a piece of cake! You will have to unlearn a few things, replace a few things from the target audience’s mind and that will take a good deal of effort.
When you start from scratch, there is a completely different kind of challenge. Rebranding is a different kettle of fish. But I’m not going into the question of how to rebrand in this post. Here I’ll only discuss whether you actually need it or not. The answer, as many answers that can define a business irrevocably, depends on a few questions that only you can answer. I’m posing them for you here with a few pointers on how to get to that answer without mudding the waters further.
Question 1: How Strong is Your Brand?
An obscure brand will find it easier to rebrand and reposition itself. A more pronounced brand will find it difficult. Brands that get mentioned regularly on social media or in the works of bloggers cannot immediately go in for rebranding because their influence is spread out far and wide. Moreover, if you are getting SERP ranks with your main keywords, you have more reason to stick to your guns. Then you will have to look at other options to leverage this brand position that you have online. Rebranding is not for you.
Question 2: What Kind of Traffic You Need?
By ‘kind’ of online traffic, I mean both numbers and consumer groups. When brands look for a new identity online, they have a target in their mind. For example, if I have website and brand name that gives me x amount of online visitors daily, I may feel unsatisfied. I’m looking at 2x number of visitors. Will your rebranding venture get you 2x amount of traffic? That is the central question here that is very tough to answer. Also, when a brand gets by for some time, the traffic is expected to increase as compound interest. You need to take these into account when crunching the numbers.
Question 3: Will Rebranding be Long-Term?
If you have big plans for your rebranded brand, this path is definitely suited for you. Unless you have long-term plans, it is no point taking this forward and putting in that kind of financial and time investment. Additionally, if you have long-term plans with your brand, it is better to start the rebranding process right now. Do not sit on it for months and years expecting the tide to turn in your favor. If you make the effort right now, you will save yourself a lot of pain down the line. Your new brand will also get more time to work the online routes and get your dividends.
Question 4: Will Your Audience Like It?
A brand is as much you as the person who patronizes it. You cannot take all the decisions about the branding process and make it all about you. That way, it will remain all about you! You need to include the target consumers in your decision-making. Ask them if they are game for rebranding. As an example, if the name 7boats does not work for them, will the name 9boats be more preferable to them? You will get to know what they are thinking about your branding if you ask them about it. A small test survey will get you the desired result.
The Final Word
Rebranding is a one-way street. You cannot go back to your old brand without losing face. People will take your entire business to be quite flippant that way. You need to be sure that you are not able to carry on any further with this brand and need a different path forward. When you tick all the boxes mentioned here, you are ready for a shift.