Posted On: 8th June 2012
Many agencies delight in the term 'rebrand'. On hearing that word you wouldn’t be alone if your first thoughts were of a new logo, letterheads, business cards, invoices and, of course, a whole new website design. Wastage inevitable, costs astronomical...
As a company we don’t believe in the term 'rebranding'. Your brand is so much more than your logo. It is who you are, how you behave, what you offer and how you run your business. To 'rebrand' suggests a complete change to your company’s operation and for most, if not all, that would be a horrific mistake.
Fashions develop, customer needs and desires shift and, as responsible marketers, we need to be ready for those changes and respond to them positively. Often we won’t be in the position to define fashion or dictate customer’s desires but we do need to fine-tune our offer to maintain and, hopefully, develop the way we meet them. For many potential new customers your website is the first experience of your brand they'll have. We all know 'first impressions count' so it's no suprise many rebrands these days start with a new website design.
Yesterday, and not for the first time, we suggested that a potential client fine-tuned their existing website rather than rebuild it from scratch. Their current site was doing many things right, but was in need of a few tweaks to help visitors complete their most important tasks. There were a few opportunities for better Search Engine Optimisation (SEO) and changes could be made to better answer their legal and accessibility obligations. As you’d expect they were delighted.
There are still sites which are 'beyond economical repair' and we’re only too happy to build something new and fresh that will strengthen a brand's position. Typically these are sites built on old technologies, where structure simply doesn’t work or where information is badly out of date. But there's rarely a situation where nothing can be salvaged.
So why not take a good look at your own site and see how many small things you can change which, together, might make a big difference. Or if you don’t have the time, get in touch and we’ll be happy to do it for you!