September 12, 2017
Maybe your company has been around for a while and is ready to go to the next level (we’ve been there). Or you’re undergoing a fundamental shift and moving the business in a completely new direction. Whatever your company’s reasons for tackling a rebrand, pairing it with a website redesign is a key component to that transformation. Not only will a website redesign support your rebrand efforts, it plays a crucial role in their overall success.
Consumers can interact with a brand in a number of ways across a variety of platforms, and in today’s market 90 percent of them expect that experience to be consistent. For example, if your company primarily uses orange in brochures, but the website is covered in green, a user could easily become confused. Any confusion a user experiences dilutes your message and wastes valuable seconds in the relatively short window a user is on your website.
Scenarios like this could be particularly problematic for companies in competitive landscapes that need to differentiate themselves in a crowded playing field. The more consistent your brand is, the more familiar users become with your company. That familiarity plants the seeds for brand recognition and, ultimately, trust.
For many small- to medium-size companies nowadays, their website is their brand. When marketing budgets are tight and resources for brand work limited, investing in a strong web presence is arguably the most economical and efficient way to communicate with your user base. Restrictions because of design and build costs notwithstanding, the possibilities of what your website redesign can do and say are endless when introducing your new brand. And that work goes a long way. Clearly stating your new messaging and value proposition on your website will keep a user on your website longer.
Not to get too into the weeds, but when you rebrand your messaging, think through what that means from an SEO perspective. If your new messaging and value proposition will make for stronger keywords and search rankings, you want to capitalize on that opportunity as soon as possible with a website redesign, especially because those changes can impact your overall site architecture if you need to add, remove, or structurally adjust sections or pages.
A rebrand requires a lot of resources to work on non-billable work for an extended period of time. To be boring and pragmatic, you need to get as much work done during the beginning of a rebrand project as possible to make sure the work stays consistent (see above). For most companies, it’s hard enough to get key players in the same meeting at the same time, and that time is extremely valuable. Get as much traction as possible out of that time during the initial phases of the rebrand. You don’t want to lose momentum by leaving large projects like the website redesign off to an undetermined future fate and risk losing out on a decision maker’s input early on.
Rebranding a company is a huge endeavor. It’s not a project that is undertaken lightly and it requires the key decision makers within your company to make difficult, strategic decisions. You want your users to understand and appreciate the enormity of those decisions, and your website is the perfect showcase to display your new messaging and look. Announcing your rebrand with a website redesign shows your company is confident in the new direction it’s taking and ready to own that transformation.
About the author
Danielle Riley was formerly the Creative Director at SmartBug Media. She has over 10 years of experience designing for business large and small. With a background in journalism, she approaches design from a strategic and research-oriented perspective. Good design is clean, useful and serves a purpose. Read more articles by Danielle Riley.