Why Rebranding Should Start with Web Design

February 4, 2015In Branding, Web4 Minutes

Are you planning on going through the rebranding process? As you may have already have found out, coming up with a new brand identity is challenging. No business can get over the fact that change is an inevitable necessity at some point in its lifespan. The good news is that a new brand can completely change your business. It means being able to target a new market/segment of customers, change your strategy, or offer new products/services. There are many different ways to go about it, but for many businesses, the rebrand starts with the web design.

If you think about it, your website is the perfect vehicle to launch the new brand identity. It’s easy to gauge a response, forgiving of mistakes, and strongly representative of the business. It’s not far-fetched to try experimenting with a new brand name or new statement to see which ones elicit the most response. All you would need to do is to run simple split tests to see how the site performs and use surveys to get detailed feedback.

But the great thing about a website is that you can really play around with the visual presentation of your brand. Everything from your logo, identity (colors, shapes, style), to the imagery of your brand can be tested to see what works. Doing this will help you avoid any costly disasters that would normally come about from launching a huge rebrand campaign where a company pushes out their new brand only for the public to express dislike for the undesired change.

Another great thing about using a website is the fact that it’s a great platform for storytelling. You can easily express the story behind the new brand to connect with your audience. This can be done through engaging content such as videos, articles, interactive apps, infographics, and more. It allows you the opportunity to really communicate what the new brand is all about in a medium where the audience will listen as long as there is value present to them.

In addition, websites are great because you can go beyond the survey to get an idea of what people are really thinking. A blog format page can open the door for people to express themselves. The comment section will give people the opportunity to post their opinions and give you the chance to respond to them. And of course, you can engage in a two-way conversation through social media as well.

Looking at everything from a bird’s eye view, you can launch a wholly overhauled branding campaign by rolling out the changes through multiple media channels like many companies do. But the alternative where you test out your new brand on your website and make changes according to audience feedback first should sound more appealing to most companies. Not only does it reduce risk, but it also allows you to develop your brand identity through real-world tests as opposed to theory.

Photo by Austin Distel on Unsplash

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