Online brand rebranding, or changing the look, feel, and messaging of a brand’s online presence, is a significant undertaking that requires careful planning and consideration. While rebranding can help refresh a brand and increase engagement with customers, it also poses a number of risks that must be carefully managed.
In this article, we will explore the key risks associated with online brand rebranding and provide tips for managing these risks.
Losing brand recognition and loyalty
One of the primary risks of online brand rebranding is losing brand recognition and loyalty. If the rebranding is too drastic, customers may not recognize the brand or may become confused about what the brand stands for. This can lead to a loss of trust and loyalty, and potentially drive customers away.
To manage this risk, brands should carefully consider the extent of the rebranding and ensure that any changes are consistent with the brand’s core values and messaging. It may also be helpful to communicate the changes to customers and provide context for the rebranding.
Technical issues and website downtime
Online brand rebranding typically involves updating the brand’s website and other online assets, which can lead to technical issues and website downtime. If the website is unavailable or not functioning properly, customers may become frustrated and seek out competitors.
To manage this risk, brands should plan for website downtime and technical issues in advance, and work with a trusted web development team to ensure that the website is updated and tested thoroughly before the rebranding is launched.
Negative feedback and criticism
Online brand rebranding can also generate negative feedback and criticism from customers, particularly if the changes are seen as unnecessary or not aligned with the brand’s values. Negative feedback and criticism can damage the brand’s reputation and lead to a loss of trust and loyalty.
To manage this risk, brands should be prepared for negative feedback and criticism and have a plan in place to respond to it. It may also be helpful to engage with customers and solicit feedback throughout the rebranding process to ensure that the changes are well-received.
Losing search engine rankings
Online brand rebranding can also have a negative impact on search engine rankings, as search engines may take time to index and rank the updated website and online assets. This can lead to a temporary loss of visibility and traffic, which can be damaging to the brand’s online presence.
To manage this risk, brands should work with an experienced SEO team to ensure that the rebranding is implemented in a way that minimizes the impact on search engine rankings. This may include updating metadata and other technical SEO elements, and implementing a comprehensive content strategy.
Conclusion
Online brand rebranding can be a powerful way to refresh a brand’s online presence and engage with customers, but it also poses a number of risks that must be carefully managed. By considering the risks and planning for them in advance, brands can successfully navigate the rebranding process and emerge with a stronger, more effective online presence.
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