Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
4 Tips for Healthy Rebranding
Posted on March 12th 2013
Most people don't like change and this is especially true when we talk about beloved brands. However there are times a brand needs to change its look and social media can help guide that process and ease the transition. Rebranding can give a company a shot in the arm and create enthusiasm and excitement. It also provides a great opportunity to engage socially with fans. How do you introduce your new look to your fan base? Here are four tips for creating a smooth transition:
Give brand watchers a sneak peek—Your news will likely be most important to the trade outlets that cover your industry so that is a good place to start. Reporters and bloggers often grumble about agreeing to an embargo but if your brand is influential enough they will agree to keep quiet in order to be the first to hear the news. You can either give one highly prestigious outlet the exclusive or share your news with a small coterie of trusted influencers. Choose wisely though because if one outlet breaks embargo the rest will quickly follow suit.
How you choose to roll out your changes depends on your business. Websites can often announce a change right before it takes place. Brands with a heavy physical presence may need to start a lot earlier. Wendy's recently changed their logo but they announced the change last October.
Have good reasons behind your decision—Rebranding without any reason doesn’t resonate with anyone. It’s important to let your fans, and your critics know both why you made the move and the steps behind it. Make sure that you can explain not just the why of the decision but also the how. How did you choose the new logo? Whom did you work with? What was the process behind the transition? Social media is about authenticity and having these types of details help your fans get closer to the brand and the people involved. Get quotes from your creatives including branding execs and designers that really give some of the inside thinking and details of how colors, shapes and slogans were selected. You chose this particular look for a reason so be ready to share that with your fans. That will appeal to both branding and marketing types as well as the general audience.
Be ready to engage—You may love your new look, your entire company may think it’s amazing, but remember, people tend to balk at the unfamiliar. When you release your new brand into the wild it’s important to monitor social responses and engage when appropriate. If you have those quotes from your creative team or stories and blog posts prepared about the brand you can link to those. Taste is subjective and you may not be able to change minds but you can use this opportunity to make a connection. Keep the tone positive, enthusiastic and open. Use your employees who are on social media to help both share their enthusiasm and interact with fans.
Be open to adaptation—Sometimes the best marketing and rebranding plans can go awry. When popular notebook brand Moleskine launched a competition for designers to create a new badge for the company blog, the company was accused by designers of using its fans as free labor. Despite the controversy the contest did receive over 2,000 entries. Perhaps the most famous example of rebranding gone wrong took place in 2010 when Gap revealed its new logo and was roundly heckled on social media. At first Gap responded to user complaints by saying on Facebook that while they loved their new logo they were also open to other suggestions. Eventually the brand announced on Facebook instead of crowdsourcing a new design they would be returning to the familiar blue box logo. The company hasn’t attempted a rebrand since. Even though the rebranding didn’t go the way they hoped, they proved that they are able to listen and respond to their fans. Similarly, the University of California was forced to rethink their new logo in 2012 after a massive outcry that including over 50,000 on Change.org.