Build Some Buzz Around Your Rebrand with These 8 Best Practices
Rebranding. The pivotal moment that shows how much your brand is growing, evolving, and changing, as it should be. New packaging, products or logos can give you a competitive edge, update, and refresh your company’s image—and bring a whole new set of customers to brands that have been around for decades.
While a rebrand is very exciting, it takes an exorbitant amount of time, money and planning to pull off. The last thing you want is for all of your hard work to go unnoticed.
The key to making your rebranding a success is to get some buzz behind it before, during, and after your initial relaunch. In addition to their internal marketing efforts, successful brands are doing this by partnering with influencers who can announce your exciting new changes to their dedicated online audience.
Here are eight best practices that brands can use to leverage their influencer relationships for the best performing rebranding campaigns.
1. Involve your customers
Simply getting your customers opinion before a major rebranding could save millions of dollars.
Remember when Gap had a major rebranding failure in 2010 that cost them an estimated $100 million? What did they do wrong? For starters, the rebranding was unannounced, and ultimately unaccepted by Gap shoppers. As a result, the company changed back to their original logo back in a record-breaking six days.
Influencers have the voices of thousands of followers—your customers—at their fingertips. Influencers can act as the perfect focus group to gather opinions about your proposed changes. Additionally, influencers act as self-contained creative agencies. They can give you suggestions that no in-house or agency team could come up with on their own.
2. Build anticipation
There’s nothing like a good old fashioned cliffhanger.
Hint that something new is coming, and leave your audience wanting more! Get your influencer ambassadors to share your sneak peeks on their social channels as well.
Bliss, a New York City spa brand, founded in 1996, recently underwent a major rebrand. Beforehand, they dropped social media hints in anticipation of their new line of products and had everyone speculating in the comments.
3. Start building a content library
New brand, new content.
The point of the rebrand is for an image refresh, right? In addition to generating brand awareness, your initial goal should be to source as much content as possible. Working with high quality influencers is the perfect way to do that.
Send your new products to as many relevant micro-influencers as possible who create high quality content. When building your campaign guidelines, make sure you include that your product should be front and center. If it just got a facelift, it should be the star of the show. You want to show off all your hard work!
4. Work with familiar faces and leverage existing relationships
When possible, work with influencers you’ve successfully worked with in the past. They have become spokespeople for your brand, and their followers are used to hearing the influencers talking about your brand. The idea is to target audiences that are already engaged and are familiar with your brand. They will be excited to see the changes.
5. Clearly communicate how you have changed
Have you ever had your hair cut and someone didn’t notice it? Don’t do your product the same disservice.
Make sure each influencer calls attention to the changes in your brand in their caption or product review. For example, In addition to Bliss’s OG products getting a makeover, they all got price cuts, and became available in more accessible retailers like Target and Ulta. They also became cruelty and paraben free!
All of these changes should be clearly called out by their influencer partners.
6. ...but point out what has stayed the same
A major mistake brands can make when doing a rebranding is straying too far away from their true brand identity. There’s a reason why you’ve built customers that have helped you to grow to the point of needing a rebranding in the first place.
Keep in mind that your old product may be someone's favorite. Make sure influencers are communicating that what your customers know and love hasn’t changed completely.
7. Create a campaign hashtag
Hashtags allow people to easily find the content associated with your rebrand. And since Instagram allows users to follow hashtags, there will be even more eyes on your content.
For example, when Bliss announced their rebranding, they used the hashtag #NewBlissWhoThis.
8. Party, Anyone?
A rebranding is the perfect opportunity to get your fan base excited—and to let them know you’re back and better than ever. This could mean a rebranding party, an Instagram giveaway hosted by influencers, discount codes, you name it. Not only will this get your audience excited, it will give them an excuse to make a purchase.
Bliss had an event and invited some of their favorite influencers—and got some cool content in the process!