Is Your Brand Rebranding? Do Not Forget Your Website

Maintaining a brand’s relevance is not just a matter of prestige, it is a strategic necessity. As markets evolve, audiences shift and consumer expectations transform. This is where rebranding comes into play.

Rebranding is a key strategy for revitalising a company’s image, adapting to new markets or reflecting significant changes in its identity. However, one of the most critical elements in this process is the website, as it is often the first point of contact with potential customers.

Below, we explore the essential aspects to consider when undergoing a rebranding to ensure your website effectively communicates your brand’s identity.

What is rebranding?

Rebranding is a comprehensive transformation of the brand that goes beyond its appearance; it involves a deep renewal of the brand, ranging from its purpose and values to its verbal and visual identity.

It is about partially or fully redefining the set of elements that identify the brand. This process is driven by significant changes in the market, the audience or the company’s strategic vision.

In summary, rebranding involves a significant break from the brand’s previous identity, with the aim of building a more relevant and effective connection with its audience.

Key Factors to Consider for Ensuring Your Website is Ready for Rebranding

The design of the website plays a crucial role in a rebranding strategy. Your site acts as the “digital face” of your brand and, as such, must faithfully reflect the new identity. For this reason, it is essential to pay attention to the following aspects:

Consistency with the new identity

Updating the visual and communicative elements of your website is crucial to ensure they align with the new direction of your brand. This includes logos, corporate colour palettes, various fonts and the tone and style of communication.

A website that does not reflect the new identity can create confusion and harm the perception of your brand. Therefore, consistency must be an absolute priority throughout your rebranding strategy.

Optimised User Experience (UX)

When rebranding a website, optimising the user experience is key to making the changes effective. Here are the key factors to consider:

• Usability: The design must be easy to understand and use.
• Accessibility: The product should be usable by everyone, regardless of their abilities.
• Attractive visual design: The new look and feel must be clean and consistent with the brand’s identity, offering a visually appealing interface that does not overwhelm the user.
• Fluid interactions: User actions should be quick and unobstructed, ensuring seamless navigation.
• Feedback: The system should provide clear responses to user actions (for example, loading screens when an action is performed).

The rebranding process requires continuous adjustments and this is where iteration comes into play. It is the process of constantly improving the design based on user feedback. After testing and adjustments, the product is optimised to provide a better experience each time. This iterative approach makes the redesign visually striking, functional and aligned with audience expectations.

UX design, then, not only improves the visual appeal, but also ensures a seamless and user-friendly transition to the new brand identity.

Adaptability and responsive design

Users access websites from a wide variety of devices and screen sizes. That is why responsive design is a must-have. You need to make sure that the new design of your website is fully adaptable to desktop computers, as well as mobile devices and tablets.

Consistency with multimedia content

Visual and multimedia content is a key component of a brand’s identity. If your rebranding strategy includes a refreshed approach to photography, video or graphic elements, it is crucial to ensure that all the resources on your website consistently reflect this new brand image.

SEO Optimisation

Rebranding not only involves visual or communication changes, but it can also alter the keywords, target audience and messages you wish to position in search engines.

If your company is undergoing such a process, you need to adjust your SEO strategy to address the new objectives. This involves researching the keywords and messages that define your value proposition and new identity. You should also adapt the content to include terms and formats that are relevant to your target audience, as well as use techniques to increase CTR or encourage users to spend more time on your site. For example, use more technical content if you want to target a specialised audience or more accessible language if you wish to broaden your reach.

In summary, a well-executed rebranding strategy requires updating all aspects of your brand and your website is one of the key elements for communicating this transformation. At Jelliby, we make sure your website accurately reflects your brand’s new identity. Contact us!