Rebranding: 3 Tips on Where to Start


1. Website

 Your website is the most important tool for getting audiences immediately connected with your company. Consumers who have heard of your company name, or have conducted a keyword search end up on your website (once it is effectively marketed). A website should be the face of your company. It includes key informational pieces to answer pressing consumer questions. All information on a website, from web pages, to white papers, webinars and others are featured to ensure once prospects get there, they don’t want to leave. When rebranding your website, images and content must be aligned to a company’s unique selling proposition (USP).

2. Email Templates

Email marketing is a key method in marketing personalization. Emails allow marketers to target leads based on demographics and activities in order to move prospects down the sales cycle at a quicker rate. The best emails incorporate a brand image that helps consumers associate a particular product with a particular brand. During rebranding stages, companies that employ a particular brand image to all email marketing collateral and utilize effective marketing strategies that incorporate specific brand characteristics get prospects to see the value and benefits of a brand.

3. Newsletters

Newsletters are publications that are usually sent on quarterly bases to a list of clients and prospects in order to provide them with key informational pieces. Articles, white papers, invitations to upcoming events and webinars all have to be marketed under a uniform branding strategy in order to be effective. In the process of rebranding, newsletters have to demonstrate fresh image and content in order to own a place in a prospect’s mind as they read the publication and navigate through key informational pieces to get to specific answers.

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