Rebranding your business is a major undertaking, but it’s also one that can significantly improve your company’s success in the marketplace. If you’re about to go through a rebrand, it’s important to use your website strategically in order to help convey your new messaging clearly to customers and potential customers. When you’re about to rebrand your business, here’s how your website should be involved:
Make sure the messaging is consistent
There are a lot of moving parts when it comes to a rebrand, and many times websites are overlooked during the process. If you’re changing your company’s messaging, adding new services to your repertoire, or otherwise altering what people knew about your business before, make sure this is made clear on the website too. The message needs to be consistent across all platforms so as to prevent confusion.
Take some time to analyze what is/isn’t working on your site
A rebrand is the perfect opportunity to take some time to analyze what is and isn’t working about your site. For instance, if customers were disappointed with how long it takes a product to be delivered once an order has been placed, take a look at how a change to your e-commerce may resolve this problem. Rebranding is about more effectively delivering what consumers are looking for, so be sure that your site is accomplishing this effectively as well.
Think about the future too
Your website needs to be able to support future growth. During your rebranding period, think about what kind of growth you’d like to see for your business in the future. Is the website in its current state able to support this development? If not, it’s time for some upgrades.
See what your competition is up to before jumping into anything
When you realize it’s time for a change, it’s tempting to dive in right away. While enthusiasm is good, make sure you do some research so you can make educated decisions about the rebrand. Scope out your competition and see what they’re up to. If it’s clear that you’re seriously behind, make a plan of action about modernizing your business and your site before you jump into rebranding efforts. Keeping the work focused will make this important undertaking much easier.
When it comes time to rebrand your business, don’t forget to factor your website into the equation. What changes will you need to make to keep the messaging consistent? How can you improve the site to give customers a better experience? Considering these questions allows you to provide the best customer experience possible.