In a world where consumers are brand-conscious, having a solid and reputable brand that speaks to the hearts of your customers is critical in growing your SEO agency.
While you might have started off without giving so much thought to your positioning, you need to take a step back, view your business from your consumer’s viewpoint and determine if your current brand is still as relevant as it was a few years back.
Your brand should:
- Tell the right story targeted at a particularly defined audience
- Speak to the hearts of your customers
- Be something that people want to buy into
- Be clear and consistent across all your branding assets
- Be a lifestyle, a mantra reflected in everything you do, from the way your receptionist answer calls to how a product is packaged and delivered.
- Revolve around a genuine and great brand story and brand messaging
Over time, these elements of your business might slightly shift or totally change cause. For instance, you might have started being a brand built on durability, but with time, you might have developed products that tend to incline more towards sustainability. This, therefore, means your messaging might need to be redefined.
To rebrand your SEO Agency, follow the rebranding strategies below
Establish Your Rebranding Reason
Your business has done so well without an overhaul of your brand so far, so you definitely had a choice of maintaining the status quo. But you didn’t. You established that it was time you revamp your brand. This decision was arrived over time as a result of several reasons that agitated it.
To ensure that you are staying on the cause, this reason needs to be clear. Why are you rebrand your business? Without a clear reason, you’ll be wasting your valuable business hours and resources without a great outcome. Some of the reasons to rebrand your business include:
- You want to broaden your operations.
- There’s a need to redefine what you stand for.
- Change your market positioning.
- Keep up with the competition.
- You’re entering a new market that needs to be included in your brand messaging.
- Legal reason to rename your business
- The need to refocus your messaging
- Your current brand no longer reflects who you are and whom you serve.
- The need to have a bold and daring brand
- You want to change your branding assets so as to appear more professional
- You’re introducing a new vertical, product or service.
Whatever the reason, let your rebranding team know, as this will be the baseline. When Semify did their rebranding, their main goal was to reposition itself in the market and reimagine its identity so as to match its new brand alignment. Knowing this main reason is what enabled their team to come up with the right messaging and identity.
Reinstate Your Business Reason for Existence
Rebranding won’t be rebranding without visiting your business mission, philosophy and the reason for its existence.
There is a reason why you founded your SEO agency, whether to fill a gap in the market or to offer the sort of quality that was lacking in the industry. Since this reason is recalled throughout your brand messaging, it’s important to ensure that it still reflects your values and aligns with your new brand alignment.
You might also have to reword this philosophy to make it clearer and simpler. While at it, you may need to rewrite your mission and vision statements to reflect this new angle.
Research to Redefine Your Target Clients
When you started your agency, you developed your Ideal Customer Profile. This buyer persona wasn’t necessarily ideal since you relied on third-party data and your competition to inform your targeting.
With the rebranding, you now have a great opportunity to develop a more ideal and targeted buyer persona based on the data you’ve collected over the years about your customers and prospects who have visited your website. Combine this with the industry research, and you have a deeper understanding of whom you should be targeting.
Some of the tools that can help you in defining your audience include:
- Social analytics
- Pinterest audience insights
- Google Analytics
- SEO tools like SEMrush and Ahrefs etc.
This process of researching and redefining your customer base will help you to stop operating on false assumptions as we are all victims of blind spots. With the right profiling, you can know how to reword your brand messaging to talk to your ideal prospects so that they can buy into your brand vision.
Evaluate Your Brand Assets
With a clearer founding philosophy and what you want to be known for, evaluate your branding assets to ensure that they are in sync with your new brand alignment. This means that you might need to have a new business logo designed and distributed across all of your marketing assets.
Other visual branding assets that may need a fresh look include:
- Your brand color schemes
- Brand fonts and styles
- Company name and slogan
- Your brand voice.
- Artwork and graphics
- Templates such as sales presentations, audit reports, performance reports
- Documentations etc.
When working on your branding assets, focus on sharpness and consistency. They are the basis of your brand identity; thus, having a blurred logo without a direct embodiment of what you do can portray you as rather unprofessional.
Improve Your Brand Messaging
Since you now know what your positioning should be about and whom you are targeting, it’s time to relook at your brand messaging. This is the way you communicate, intentionally and unintentionally online.
To create a brand messaging that really resonates with your audience, you need to be in sync with everything about your market, your brand and your products.
Brand messaging refers to the underlying value proposition that your content conveys on the web. This messaging can be through business names, slogans, articles, emails, brand story, social content etc.
Leverage the power of brand messaging to reinforce your brand authenticity. Finetune your brand story to make it more relatable. Let your story speak to the soul of your ideal customer.
Consolidate and Distribute
The last thing you want to do is consolidate your new branding to have a whole perspective. This helps you see your new positioning and what it can do to your business. There are many brand visualization tools that can help you.
When everything is ready, roll out your new brand and distribute it across the web. A few ways to do this include:
- Changing all your brand and digital assets to use your new brand elements. For instance, using a new name, logo and slogans in all of your documentation, website, banners, posters etc.
- Introducing your brand by writing a blog post detailing what propelled the rebranding, what you learned during the rebranding process, what your new brand assets represent, inspirations behind them and what your customers can expect with your new positioning
- Announcing your new branding using social media, Media Interviews, Podcasts and PR
While rebranding your business can be scary, it comes with several benefits that might boost brand awareness, enhance trust, and boost sales. I hope these simple rebranding strategies will help you carry out your rebranding process effortlessly.