Rebranding your business can be an invigorating yet daunting endeavor. On one hand, it represents an opportunity to rejuvenate your brand image and connect with changing market demands. However, it also risks disrupting the loyalty and familiarity your existing customers have with your current brand. This can lead to the nerve-wracking possibility of watching your conversion rates take a nosedive.
The good news is that with careful strategy and execution, you can guide your company through a seamless transition to an updated brand. In this post, we’ll explore best practices for rebranding without sabotaging the conversion rates you’ve worked so hard to achieve. You’ll learn creative ways to migrate your audience to the new brand experience while retaining their trust. We’ll also cover common pitfalls to avoid and tools to measure the impact of each phase of the rebranding process. The goal is to come out on the other side with a revitalized brand that converts even better than before!
Rebranding Business Tips That Maintain Conversions
Here are the key tips for maintaining conversions during a business rebranding:
1. Define Your Goals and Plan
- Before starting the rebranding process, clearly articulate specific objectives you hope to achieve such as reaching new target demographics, modernizing brand perception, boosting growth by a certain percentage, etc.
- Outline the precise customer personas you want to attract along with tailored messaging and content formats that will appeal to them.
- Also, formulate strategies for marketing channels, campaigns, partnerships, and resources needed to support the rebrand and reach goals.
2. Keep Your Core Values
- Take time to revisit what your brand stands for at its deepest level. What are the enduring principles, beliefs, purpose, and promises to customers that make your brand distinctive?
- Assess brand elements that authentically represent those values.
- Optimize visual identity, tone, offerings and experiences to better convey your essence in the modern landscape but avoid fundamental shifts in how you add value to customers’ lives.
3. Gradually Evolve
- Consider incremental changes rolled out in phases: modernize the logo while keeping core colors and fonts, then update packaging, followed by new product lines and campaigns.
- Use transitions in ownership like acquisitions or hand-offs between founders and next-gen leaders as springboards for gradual rebrands.
4. Communicate Openly
- Early, frequent, and transparent communication sets the stage for rebranding acceptance.
- Create dedicated FAQ pages to explain the “why” behind the changes, the anticipated timeline, and what improvements or consistency customers can expect from their user experience.
- Send email newsletters, social media messaging and even one-on-one calls to address VIP questions and concerns.
- Frame the road ahead while also listening to feedback along the journey.
5. Test Changes
- Every aspect of a rebrand roll-out presents assumptions about what current and potential audiences might respond to best.
- Use A/B testing through landing pages, digital ads, and promos to validate creative approaches, messages, identities, and offerings rather than relying on gut instincts. This can apply to logo colors and fonts, video vs static ads, email subject lines, specific value propositions emphasized, and more.
6. Involve Your Audience
- Rebranding well is not about telling your story louder to more people; it’s about engaging audiences to participate in shaping your business’ unfolding story.
- Use research, surveys, interviews, and advisory panels to learn customer priorities plus gain ideas and validation.
- Build a rebrand storyline people feel a part ownership in.
- Amid other channels, crowdsource branding elements like names, logos, and taglines via contests to inspire grassroots brand ambassadors.
7. Optimize for Phones and Speed
- Failure to optimize aesthetically and functionally for mobile users can sink a rebrand before it gets off the ground.
- Ensure flexible responsive design across device sizes, streamlined user paths to key actions based on mobile behavior data, and compressed image file sizes that quicken load times.
8. Focus on SEO and Content
- To retain rankings, migrate to a new domain early and use 301 redirects, responsive sitemaps, and IDN homographs.
- Refine SEO title tags and meta descriptions that capture updated brand messaging while aligning with recognized keywords.
- Beyond technical factors, ensure blog, videos, courses, and other content spotlight differentiators under the new brand with keywords seamlessly incorporated.
9. Monitor, Adjust, Repeat
- Launching a new brand is a starting line rather than a finish line.
- Rigorously monitor performance across dimensions like web traffic and conversions by cohort, digital ad KPIs, brand studies, customer feedback channels, and market response relative to competitors.
- Be ready to test adjustments across areas underperforming goals related to both awakening new audiences and retaining loyalists.
10. Stay Patient
- Depending on brand size and awareness, transforming perception among both external stakeholders and internal culture can take months or years of persistence.
- Set milestones to benchmark progress toward rebranding your business, testing, and eventual adoption rather than instant gratification. With consistent messaging and customer experience delivering on the promise, renewed traction will build over time.
Walk the Line From Old to New
Rebranding your business is no small feat. It requires courage, vision, and a commitment to evolve. However, by steering clear of potential pitfalls and staying laser-focused on retaining the loyalty you’ve built, you can ensure your refreshed brand sets the stage for future growth while defending the conversion success you’ve achieved so far.
With strategic planning centered on gradual immersion, transparency, testing, and optimization, you can thoughtfully unlock your brand’s next chapter. Over time, persist in delivering value and watch renewed excitement steadily build momentum.
If you need more help scaling your Amazon business, don’t hesitate to reach out to us at Evolve Media Agency. We’re here to help you boost your conversion rates and ramp up your Amazon sales. Check out our pricing portfolio and get a free listing audit by visiting emaamz.com. Also, remember to grab your free Amazon listing checklist at AMZchecklist.com our team is here to help. Stay tuned for the next blog!
