Rebranding represents one of the most thrilling stages in a company’s journey, offering a fresh chapter and a unique chance to align its identity with evolving business goals. Knowing the things to consider when rebranding can make all the difference between a seamless transition that attracts new attention and a misstep that loses customers or visibility.
Essentially, a rebrand combines brand identity and website migration into one cohesive process. Video and Web are experienced in digital migration and have guided numerous successful rebrands over the years, both with and without a complete brand identity shift.
However, as exciting as rebranding feels, it demands a strategic and thoughtful approach to ensure impactful results without disrupting what already works. Here’ are some of the main things you need to consider to execute a powerful rebrand that respects your established foundation.
Preserve Google Rankings When Migrating Your Website
When rebranding, many companies fear losing hard-earned Google rankings. The last thing you want is to unveil a new brand only to find customers struggling to locate you online. Preserving rankings during a website migration requires a careful strategy of page redirects and proactive communication with Google.
Start by using 301 redirects to guide Google from your old URLs to the new ones, effectively maintaining your page authority and backlinks. Creating a migration page also helps, as it enables visitors who arrive on the old site to quickly see and access the new brand. Additionally, expedite Google’s indexing of the new URLs by submitting them through Google Search Console, which ensures smooth discoverability and minimal interruption in rankings.
Design for Digital First
Adopting a digital-first mindset for your rebrand is essential as people primarily interact with brands on mobile screens. Logos, colours, and typography should look crisp and recognisable across all devices, from large monitors to smartphone screens.
Build a suite of adaptable logos to fit different touchpoints. A primary logo might command attention on your website, but you’ll need simplified versions, like icons or wordmarks, to maintain brand coherence on smaller platforms such as Instagram or Twitter. When choosing colours and fonts, prioritise readability and contrast, enhancing the user experience on mobile and helping your brand appear polished and modern across all platforms. It’s also helpful to have black-and-white logo versions to extend your brand toolkit further.
Secure Your Social Media Handles
Overlooked by many, social media handles are critical in maintaining a cohesive brand presence across platforms. Search for your chosen brand name on all major social media platforms to confirm availability. Ideally, your social media handles should match your domain name, making it easier for customers to find and follow you online. If your name isn’t available, try adding location or trade-specific words or use terms like “official” to create a consistent alternative.
By reserving your handles early, you eliminate customer confusion and secure brand continuity. This step solidifies your identity on social platforms, helping your audience recognise and connect with you wherever they find you.
Approach Rebranding Thoughtfully
Although rebranding excites business owners and customers alike, a complete rebrand should remain rare. Consider the purpose and necessity of your actions as a rebrand resets customer recognition and impacts loyalty. Unless your company undergoes a significant shift in mission, audience, or product offering, consider minor refinements to gradually evolve your brand over time.
When you decide to rebrand, make every choice with intention. An authentic rebrand that reflects your true values strengthens the connection with your audience and reinforces your brand’s purpose. A well-executed rebrand can be a powerful tool for growth and reinforce your credibility in the marketplace.
Refresh Website Content
Rebranding presents the perfect opportunity to review your website content. Take time to consider whether each piece still aligns with your new brand message. A complete content rewrite may work best if your rebrand represents a significant shift. However, refreshing existing content might offer a faster, more cost-effective approach for subtler changes.
While reviewing, check for instances of your old brand name and update them for consistency. Also, use this time to add fresh visuals and ensure each blog or page reflects your new direction and voice, creating a cohesive experience for visitors.
Evaluate Your Colour Palette
Your colour palette forms a vital part of your brand’s visual identity. During rebranding, ask yourself if your current colours still resonate with your new direction. Some brands, like Coca-Cola’s signature red, are strongly associated with specific colours that customers immediately recognise. If your colours feel outdated, consider shifting, but ensure any new shades maintain visual appeal across digital platforms.
An updated palette, when thoughtfully chosen, reinforces your message across mediums. If you decide to keep the same colours, slight adjustments to shades or accents can create a more modern feel without losing brand continuity.
Test Forms, Redirects, and Domain Functions
Smooth functionality on your rebranded site speaks volumes about your company’s professionalism. Test each form to verify that they operate correctly. Additionally, check that all old URLs redirect to their new locations so visitors avoid encountering broken links. Broken links frustrate users and damage SEO, so invest time in thoroughly testing your website.
After verifying redirects, update all other technical details, such as email addresses and official records (e.g., Companies House registration). Confirm that your bank and other institutions reflect your new brand name, ensuring a polished, cohesive experience across the board.
Redesign Your Homepage
Your homepage serves as the digital front door for your business, so use it to convey the excitement of your rebrand. With bold visuals, a clear statement, and engaging design elements like a hero video or interactive features, communicate your brand’s new look and direction. When visitors arrive, they should feel a sense of anticipation and a clear understanding of your brand’s updated purpose.
If your rebrand includes a shift in mission or values, position these changes prominently. Make it easy for visitors to see that something significant has happened and encourage them to explore your rebranded site further.
Prepare Your Social Media Followers for the Transition
A smooth social media transition keeps your audience engaged and invested in the rebrand. In the weeks leading up to the rebrand, post teasers or behind-the-scenes updates that build excitement. Engage followers with polls or countdowns and guide them toward new channels or updated handles if needed.
When followers feel included in the process, the transition appears more natural. This approach fosters loyalty and engagement, helping you retain audience trust as you introduce your new brand identity.
Summary
• Preserve SEO: Use 301 redirects and inform Google through the Search Console to maintain rankings during migration.
• Go Digital-First: Create adaptable logos and visuals that look polished on mobile and digital platforms.
• Secure Social Media Handles: Check handle availability to ensure a consistent brand presence across social platforms.
• Avoid Frequent Rebrands: Treat rebranding as a significant decision and evolve elements thoughtfully over time.
• Refresh Website Content: Decide between updating existing content or creating fresh material to match your new brand voice.
• Reassess Your Colour Palette: Choose whether to retain or adjust colours to stay visually appealing and consistent.
• Verify Forms and Redirects: Test every form, redirect, and technical element for a smooth transition post-rebrand.
• Redesign the Homepage: Make the homepage a focal point of the new brand identity and message.
• Engage Social Media Followers: Build excitement through teasers and behind-the-scenes posts to smooth the transition.
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