Rebranding is a word many business owners hate to hear. It seems like one of the most challenging and hard-to-imagine tasks. Yet, most companies, including most e-commerce businesses, will need to go through this process at least a few times. It’s somewhat of a natural process as your business grows and changes with the times.
It’s also perhaps one of the best ways to get more attention and better sales if your company is underperforming right now. If you’re not getting enough sales or you are missing your key target audience, rebranding solves that problem.
There’s no doubt that rebranding takes effort and time. It has to be done well to make it worth the investment, too. What goes into a successful rebrand of an e-commerce site? There’s quite a bit, but at Nuanced Media, there are a handful of things you need to consider.
#1: Comprehensive Research
Before you can rebrand, you need to do your research. That means you need to answer questions about who your company is now. Perhaps it’s changed. You want to take a look at a few key points including:
- What makes your brand recognizable today?
- What are your strengthens?
- Identify your business weaknesses or misconceptions.
- What flaws existing in your current marketing and branding efforts?
- What do you want to be now?
Working with a team, it’s essential to address where your company stands right now and how well it represents where you want to be. Research is essential and the first step.
#2: Work with a Company to Rebrand Your Business
Many of the steps here you can do yourself. However, when you consider the importance of branding, it’s clear that hiring a brand development company is critical.
One key aspect of e-commerce branding redesign is color – it sounds simple, but consider just how important choosing the right color is. Lucidpress studied this and found that 90 percent of customer purchases are influenced in some way by visual factors including the color of the site, product, or brand logo.
Working with a company that specializes in this type of insight ensures your rebranding efforts – and the money you are spending on it – are always clearly made to enhance ROI. If you are going to rebrand, do it right.
#3: Rebrand Through Social Media
While you are working on rebranding your e-commerce platform and logo, you also want to ensure your brand image comes through on your social media pages as well. It’s important to rebrand everything from your message to your logo on your page. Sometimes, this is also a good time to drive more sales to your site so your loyal customers can check out the change. It also helps them to get familiar with your new e-commerce branding. Offer a discount code for visiting the site after your rebranding is complete.
#4: Consider Your New Platform
One of the key aspects of rebranding is looking under the hood, so to speak. This is the perfect time to make a switch to using a pre-made site from one of the platform providers that are available. At Nuanced Media, we recommend using Shopify. It is one of the best options for e-commerce hosting because it is easy to scale up, support is excellent, and the entire migration to the new site is simple to do. Let our team make these decisions for you!
#5: Create a Statement That’s Standout Worthy
There’s always a lot of talk about how companies can create web content that goes viral. That’s not what we mean here. Instead, find a way to stand out from the competition. This is the perfect time to address what your competitors are doing better, and then implement that into your new branding effort. You want the new branding to not just match the competition but, in some way, stand out from the rest. Doing this can transform the way your customers see you, encouraging them to come back to learn more.
#6: Make Your Site Beautiful
That sounds strange for some e-commerce business owners, but the fact is, we “feast” with our eyes first. You want your site to be attractive, clean, and modern. You want those who are going to see your logo to be interested in what it is, not struggling to read and understand it. According to Just Creative, 72 percent of companies use made-up words and acronyms for their branding. That’s okay if it hits home with your target audience. At the same time, you want it to be easy to understand and good-looking.
#7: Develop a Customer-Focused Brand
When you consider ways to rebrand your company, make this the heart of the end result. After considering all of your goals and needs, it is critical for you to ensure the end result is customer-focused. You can do that in several ways:
- It’s not about your product. It’s about how your product fixes a customer’s problem.
- Rebrand with customer insight, often from surveys or studies, rather than what you like or think is best.
- Find a way to add something new but keep it simple. Making the site too difficult doesn’t benefit your customers.
- Provide for customer needs. What do they need to not only land on your site but to buy?
- Solve their biggest problems. Use feedback to modernize, not ideas you have.
#8: Create a Personal Component
Businesses are personal today, including e-commerce companies. It’s always necessary for rebranding efforts to create a more personal outcome. For example, share your story with your customers. Tell them who you are, why you do what you do, and why it’s important to you that they are engaged. Tell them why you’re rebranding, too.
At the end of the day, rebranding your e-commerce business is all about providing a better service to your customers. That’s why it is so important for you to consider working with an e-commerce and brand development company like our team at Nuanced Media.