Building a solid brand is an essential component of contemporary business. It helps to streamline your marketing efforts and bolster that ever-elusive customer engagement. Indeed, it is particularly vital in our current digital landscape. It’s difficult to take full advantage of a truly global marketplace if you can’t be heard above the noise of your competition.
Nevertheless, one mistake many businesses make is to assume developing a brand is a static process. People, times, and markets change. As such, there will be circumstances in which you need to develop your brand further or even start again from the ground up. You need to be able to recognize what components influence how and why your company must make these changes.
We’re going to take a closer look at this issue. What are the signs your business needs a digital rebrand and how can you proceed effectively?
It’s likely that you feel your company has a relatively clear mission. You’ve dedicated time and energy to make certain your staff understands and maintains the core elements of your culture. Your business practices are guided and driven by solid standards and goals. Unfortunately, if how your consumers perceive your business and its mission doesn’t match this, you’re unlikely to benefit from their connection to it. Indeed, one recent report found that 83% of millennial consumers consider values alignment with brands to be important.
In many cases, the cause of this misalignment will be a disruption to how your digital assets are communicating your brand values. This may be the result of a slip in how your brand voice is applied in audience interactions as part of your digital strategy on social media. It could be that there is some ambiguity in your web design or your content which means it doesn’t necessarily connect with audiences.
However, before you’re able to make meaningful changes here, it’s important to understand the extent of the miscommunication. Perform some branding market research on your target consumer demographic. Get to know what the current perception of your business is and what informs these opinions. You can then start to effectively strategize your digital rebrand on the basis of reliable data.
Changes in Customer Behavior
One of the more clear signs that you may need a digital rebrand is an adjustment in how consumers engage with your business. This isn’t likely to be an issue if only a minor percentage of customers are making changes. However, if you see consistent issues with a large segment of your patrons, it may be your brand isn’t retaining their attention in quite the same way it had previously.
In order to respond effectively and efficiently, it’s vital to make regular analyses of consumer behavior. Among the most effective ways to achieve this is through tracking visitor activities on your website and ecommerce store. Most often, this is achieved through using cookies to monitor the actions of each user or trackers embedded in the code. Over time, this builds up an accurate picture of consumer interactions and what aspects of the site are influencing their changes.
However, it is vital to understand that your brand must utilize ethical practices when tracking consumer behavior. While tracking can help you adjust to customers’ needs, their data is also sensitive and should be treated respectfully. This includes responsibly managing and protecting any information you store on consumers. Most importantly, be transparent with visitors about how you collect and use their data, and invite them to refuse access to or delete it where required. This helps to ensure your digital rebranding efforts have a foundation of trust and authenticity.
It may be the case that the sign your business needs a digital rebrand isn’t necessarily a direct disruption between you and your consumers. Rather, it may be the cumulative knock-on effect of various aspects of your internal operations. Any elements of discord, disorganization, or toxicity within your organization can impact the efficacy and reputation of your business.
This doesn’t have to be the more obvious influences, like dishonesty or poor service, either. Something as relatively innocuous as the structure of your departments can make a difference. For instance, organizational silos can disrupt consumer experience (CX) through inconsistent company-wide collaborations. If each team or department prioritizes its individual goals by adopting its own standards and practices, customers are unlikely to get the well-informed and innovative service they need. As such, it is vital to recognize the tell-tale signs of organizational silos. Perform analyses of the customer journey to establish which departments users interact with at different points. Note any potential lost connections between other departments that can derail your brand.
So, why might these internal issues suggest a digital rebrand is in order? Often, it comes down to the fact that everything happening behind the scenes influences your consumer-facing elements. Rebranding is an opportunity to get a range of people from different departments to collaborate on operations that meet mutually agreed upon standards. When there is solid buy-in from leaders from each section, this can be passed on to workers of all levels. The result is a consistent system designed to directly improve CX.
Being vigilant of the signs your business needs a digital rebrand can impact your chances of success. This should include performing regular research to understand consumer perception of your brand and where adjustments might need to be made. Utilizing online tracking can also alert you to changes in consumer behavior. This empowers you to rebrand in a way that regains your customers’ engagement. You must be cognizant of the changes in the structure of your organization, too, as issues here can develop into CX problems. By gaining reliable data on these elements, you can strategize a digital rebrand that connects with your customers and boosts your company culture.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business. Visit www.mill.agency or book time here.