— September 17, 2018
If you’re rebranding your company, you’ve probably worked through many fine details to ensure the face of the business is a cohesive representation of your value proposition, accounting for customer feedback and the future markets you want to tackle. You may have already iterated through new colors, names, logos, marketing messages, product categories, website navigation and more. As you put together the finishing touches, your company is just about ready to open the floodgates and shout about your team’s hard work from the rooftops. Here are some marketing and PR tips to take your rebrand to new heights.
Stop the presses.
The best way to let everyone know about your new rebrand is for some press buzz, right? Not necessarily. If you want press to care about the rebrand, there are some KPIs they will want from you first. We’ll go over that approach for after your completed rebrand. In the meantime, lean on the core tenets that drove your changes in the first place. You probably made some updates to ensure your customers and future audiences know your value and your future trajectory at a quick glance. Is there a new direction or niche market that holds promise? Did a crowded market call for a new differentiator? Are you expanding to new customers?
These same drivers are also valuable insights that can help engage your customers with your industry expertise. Take a step outside of your rebrand to communicate the advice you have for customers and how they can plan for market shifts in the future. You can soundboard with your PR team for ideas and angles to develop thought leadership to place in publications your customers read.
And don’t forget the integrated marketing channels that should support the rebrand along the way. Use email marketing, newsletters and webinars for multiple touchpoints that communicate with your stakeholders about the rebrand. Your social media may need to work a bit harder with higher post frequency or sponsored ads to retain or move followers to the new look.
Craft your post-rebrand plan.
From a journalist’s perspective, a new rebrand is, at its heart, a marketing decision. And press will refuse to act as a promotional channel for your marketing. Unless you’re The Gap or “IHOb” (shudder), press will only be interested in the analysis of and business results from a rebrand. They’ll be curious to know if call volume changed, sales cycles shortened, new customer acquisition costs decreased, sentiment changed or other stats, so you’ll want to monitor these for baseline numbers, as well as significant results six to 12 months after the rebrand if you want to reach marketer and advertiser industry readers.
Ultimately, don’t rely on one channel to handle notifying everyone of your rebrand. You’ll need to ensure each part of your earned, owned and paid media are working in harmony.