How to rebrand without losing your clout
After 12 years in business, we’ve done a lot of websites. We’ve seen plenty of businesses come and go and we love the variety of websites we get to work on. One thing that’s happened a lot over the years is companies and businesses changing their image, their name, and their services. Knowing how to adjust your branding while retaining your clients can be a challenge.
It’s not uncommon as times change and businesses evolve for one to need to change their message or name. Last summer we were thrilled to create a website for a new pool service company, Lafayette Pool Service. This company offered pool service – openings, closings, and pool weekly service. You want a crystal clear pool all season long, they are the ones you call.
This summer, they decided to open a retail store and with it, they changed their name to Lafayette Pool and Spa and wanted to update their website, their logo, and their branding. The trick is, they already had a following on Facebook. They already had a ranking website and a Google My Business Listing. We want to rebrand their business, without losing any of that traffic or customers.
What Not to Do During a Name Change/Rebrand
- DON’T set up a new Facebook page. That’s right, even though your name is different, don’t create a new Facebook page, or any other social media. If you create a new page, you are starting from scratch trying to build up a following. Even if you announce the new page and ask your followers to like your new page, only a fraction will. But you don’t need to make a new page. Facebook will let you update your page with the new information!
- DON’T set up a new Google My Business listing. Again, you can update your existing listing. Your existing listing has clout, it has a following, it’s in the map. If you own that listing, you can just login and update it instead of creating a new one. Don’t create your own competition for your rebranded business, just update the old to focus on the new.
- DON’T set up a second website. I know this seems counter intuitive, but the truth is, unless your services are vastly different, then you don’t need a new website. For example, when Lafayette Pool Service rebranded to Lafayette Pool and Spa, we simply updated their website with their new logo, updated the colors and some of the content to reflect their new brand but we didn’t create a whole new website. We did change their URL but instead of having two websites, we forwarded the old site to the new one. Two websites means twice the work to maintain, and it also means you have created competition for your keywords and split your traffic between your new and old website.
What You Should Do During a Name Change/Rebrand
- Email your customers. It’s true that people don’t like spam, but your customers need to know if you’re changing names and services. They may be interested in your new services! And they might be confused to find you have a new name and new logo and haven’t been informed. Send out a message via email or even a postcard to let them know you’re still doing what they need and love, but more.
- Update your social media profiles. Instead of making all new profiles, just update your existing ones with your new logo and name. That way you aren’t losing your following by creating new profiles.
- Make an announcement. Share your new status on social media! Tell your followers that you have a new name, new logo, and any new services or products you offer!
It’s okay to change your business! It’s sometimes necessary as time evolves, we learn new skills, and we grow. But you can definitely rebrand without losing your following.
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