Rebranding For Small Businesses
I needed to focus on rebranding. Like, big time. A decade ago, on a whim, I created a WordPress site called Adventures with Beth. I didn’t really have a purpose for my site other than wanting to claim my name as my URL before someone else snatched it up. My main concern was that if someone googled my name, I wanted the search results to represent ME, and not someone else with a similar name. So I registered bethbackes.com, a boring static site that was basically a glorified resume, and called it Adventures With Beth, because I’m outdoorsy and it sounded cool. Seems like a good plan, right?
Wrong. The times have changed. An online presence and personal brand is so much more important now. Every time you apply for a job, the first thing the hiring committee, or human resources, does is Google you. A static site won’t cut it anymore. Plus, I’ve grown crave a site that represents who I am. So, it was time to re-evaluate my focus and my personal brand.
Eek! But where to start?!?
How to Build a Brand the Right Way
First of all, what is the definition of rebranding? Well, it’s process of figuring out your new image. Imagine, if you will, packing up all your out-of-season clothes and bringing out the shiny fun clothes that have been hiding in boxes for the past year that will really life your mood and show the world who you are. Rebranding is being more transparent in the work that you do, what you believe in, and the type of image you want to portray to the public. Keep in mind, it’s very common to rebrand as time goes on. Facebook rebranded to Meta. Weight Watchers rebranded to WW. Dunkin’ Donuts is just Dunkin’ now, just to name a few.
Over the past 6 months, I read blogs about blogging, and books about blogging, and social media posts about blogging… gosh, there’s a lot out there. They all advised that once you have a focus and purpose in mind, you should just start writing. Write for YOU, not for the follows, and it will come together. But you must have a plan.
Well, I didn’t have a focus, a purpose, or a plan. I wrote a couple of posts on varying topics, but I was too scared to hit the publish button. I felt like I had no idea what I was talking about and was reaching for topics, so the posts just sat in my draft folder.
Through self-reflection and a branding process, which was by no means a quick overnight decision, I found my niche. You know, the “thing” that I’m proud to describe when I’m introducing myself to someone. The “thing” that I get super animated about when I’m talking to people. The “thing” that I enjoy learning more about each and every day and what I would consider my dream job.
That thing for me is market research, SEO, and digital branding…all while focusing on the aspect of mindfulness. And I love everything about market research and digital branding, not just the cool stuff. I go CRAZY for data visualization, analytics, and business strategizing. I’m like a kid in a candy shop when I hear someone talking Google Analytics, response rate, SEO, and engagement percentage (*nerd alert*).
So, I set a goal for the new year, did what I was advised, and just started writing. And with that, I created something I’m quite proud of and am happy to have as my brand elevator pitch:
Blending Digital Presence, SEO, and Market Research
Rebranding isn’t just about changing a logo or updating your color palette; it’s a comprehensive process that can redefine your business’s trajectory. Picture it as unveiling a refreshed wardrobe that not only represents your style but also resonates with the world. This journey goes beyond aesthetics, intertwining elements like transparency, beliefs, and public perception. As you embark on this transformative endeavor, integrating SEO and market research can be the compass guiding you toward rebranding success.
1. The Essence of Rebranding
Rebranding is the art of rediscovering and redefining your identity. Analogous to unearthing those hidden, exciting clothes that mirror your true self, rebranding involves revealing the authentic facets of your business. It’s a step toward transparency – showcasing the values, mission, and vision that underpin your operations. This newfound clarity allows you to connect with your audience on a deeper level.
Transparency, the cornerstone of this endeavor, aligns with what consumers increasingly seek: genuine connections with brands. Much like selecting attire that resonates with your personality, rebranding presents the chance to showcase your business’s personality. It’s not just a visual overhaul; it’s a genuine portrayal of your essence.
2. SEO: Elevating Visibility in the Digital Landscape
In the digital age, rebranding isn’t confined to aesthetics alone. A holistic approach involves integrating SEO strategies. Just as you want your new wardrobe to turn heads, you want your rebranding efforts to catch the eyes of potential customers. SEO ensures your business stands out amidst the online noise.
Imagine SEO as the accessories that complement your new attire. By optimizing your website’s content, keywords, and structure, you enhance your visibility on search engines. This means when your target audience seeks services or products you offer, your brand is at the forefront of their search results.
Incorporate your redefined values and mission into your website’s content. Share engaging narratives that highlight your journey and vision. As your rebranding aligns with your audience’s evolving needs, SEO propels your message to the forefront of digital conversations.
3. Market Research: Illuminating the Path Ahead
Effective rebranding is guided by market research that uncovers your audience’s preferences, perceptions, and desires. This is the dressing room where you try on different styles and see which resonates most. Dive into your audience’s behaviors and opinions, analyze industry trends, and identify gaps in the market.
Market research goes hand in hand with your rebranding, much like pairing accessories with your attire. It’s a tailored approach, ensuring that your redefined image resonates with your audience. Through surveys, focus groups, and data analysis, you gain invaluable insights that shape your rebranding strategy.
4. Crafting the Rebranding Strategy
In the grand orchestra of rebranding, your redefined identity, SEO, and market research harmonize to create a symphony that resonates with your audience. Consider these steps:
- Discovery: Delve into your brand’s core values, mission, and unique selling points.
- SEO Integration: Seamlessly weave SEO practices into your rebranding. From content optimization to link building, ensure your redefined image is easily discoverable.
- Market Research: Understand your audience’s expectations and preferences. Tailor your rebranding to meet these demands.
- Implementation: Roll out your rebranding across all touchpoints, from your website and social media to packaging and customer interactions.
- Engagement: Engage your audience with authentic, compelling content that reflects your redefined identity.
- Consistency: Maintain consistency across all channels, reinforcing your new image and establishing trust.
Remember, successful rebranding isn’t an isolated event. Much like fashion evolves, your brand will continue to grow. As you reap the benefits of your rebranding efforts, stay attuned to market shifts, continuously refine your SEO strategy, and keep your audience at the center of your journey. By embracing transparency, amplifying your digital presence, and aligning with your audience’s desires, your rebranding story will be one of triumph and enduring resonance.
My Rebranding Success Story
As cheesy as it sounds, the other bloggers were right. The writing comes so much easier now that I have a focus, a purpose, and love the topics I’m writing about. It’s like other important things in life: you know when it feels right. Trust your instincts, and don’t just jump into something too quickly before you know what you’re getting yourself into. I’m proud of myself for taking the time to hold off on publishing my posts instead of jumping right in the first time I said: “I want to start a blog”. I could have created a monstrosity on the internet that would be a lot harder to rein in now, and instead, I’m starting from a clean slate with a focus, a purpose, and a plan.
Sometimes, you just have to rebrand in order to build your brand.
Stay optimized and rock the rebrand.
Thanks for reading! Let’s connect on LinkedIn and share our expertise and experiences! I’m all about learning from one another and what we have to give.
I am a seasoned branding strategist and SEO expert. I write about productivity, stress relief, and harnessing self-awareness for personal and professional growth. Join the exclusive community with the newsletter by subscribing below!