Overhauling a corporate brand and traditional rebranding are similar in that they both involve making changes to the brand identity and positioning. However, there are some nuances that set them apart.
Revamping a Corporate Brand
Businesses adopt tech solutions to expand their market and reach, in addition to revamping visual elements like logos, email signatures, social media images, ad banners, and more.
Encompasses not only visual elements like logos and colors but also extends to the overall brand strategy, messaging, and user experience across various touchpoints, including the company website.
More focused on immediate impact or addressing specific challenges.
Typically considers the brand’s evolution and future growth prospects.
May or may not involve website redesign as a primary component.
Corporate website serves as a crucial touchpoint for the brand and plays a significant role in conveying the new brand identity, enhancing user experience, and achieving business objectives.
Narrower focus on external communication and messaging without extensive stakeholder engagement
Requires involvement and buy-in from various stakeholders, including senior management, employees, and key customers.
Let’s elaborate further with a working example,
Spinny Ad 1 (2022)
Spinny Ad 2 (2022)
Brand Strategy Beyond Visual Elements
Spinny turned a Unicorn in 2021. They are operating an online platform for the purchase and sale of used cars in India since 2015.
With fossil fuel divestment on the rise, how can such a company raise billions of global investment? After all, petrol-powered cars continue to account for 70% of total Passenger Vehicle sales in 2022-23, followed by diesel vehicles at 18.5% in India: Economic Times.
The company has cleverly rebranded itself,
- Keeping the brand name relatable to the product – Spinny.
- Giving a thoughtful “spin” to its brand messaging – “meet yourself again”, “go far for your squad”, “khusiyon (happiness) ki long drive”.
- They are creating massive brand awareness by involving yesteryear superstars (purposefully to suit the messaging) in endorsements.
- A well-laid-out content strategy – Yellow Drive.
- Creating a simple and clean user experience on its website.
It’s now time to elaborate on practical strategies that you can adopt to successfully revamp your corporate brand. (You will be blown away by the last strategy.)
7 Tried & Tested Strategies for Successful Corporate Website Redesign & Branding
Here’s what you need to follow for corporate website redesigning and branding:
- Define Clear Objectives
- Develop a Solid Corporate Branding Strategy
- Plan for Content Strategy
- Focus on Corporate Design Identity
- Enhance User Experience through a Corporate Website Redesign
- Back it Up with Legal Compliance
- Maintain your Evolving Corporate Brand
I. Define Clear Objectives
Your defined objectives should support and reinforce the desired brand positioning, values, messaging, and need for specialized tech support.
- Start by evaluating current brand perception, market positioning, or customer feedback. You may revisit your organization’s overall business goals and objectives and consider how the corporate brand revamp can align with and support it.
- Identify objectives for different aspects of the brand, related to refreshing the logo and visual elements, improving brand consistency across touchpoints, or enhancing customer engagement through a revamped website.
- Further, help your team stay focused and motivated with specific and measurable objectives.
- For example, instead of saying “Improve brand perception,” a specific objective could be “Increase brand awareness by 20% among the target audience within six months.”
A Plan is NOT a Strategy. Don’t miss the part that comes around 4 minutes into the video!
II. Develop a Strong Corporate Branding Strategy
Consistency is key to building a strong corporate branding strategy. Ensure that your brand identity is consistently applied across all touchpoints, including your website, marketing materials, social media, and customer interactions.
- Begin by understanding your target audience and identifying their needs, pain points, and aspirations through market research and competitive analysis.
- Define the personality and tone of your brand. Is it authoritative, friendly, innovative, or traditional? Consistently reflect this personality in your communications, visuals, and interactions.
- Develop key messages and taglines that effectively convey your brand’s unique value proposition and resonate with your target audience.
- Ensure your brand strategy is integrated into the internal culture of your organization for a wholesome user experience.
- Document brand guidelines that outline the proper usage of your brand elements, including logo placement, color usage, typography, and tone of voice.
- Pay attention to the overall experience that customers have with your brand. This includes interactions with your website, customer service, product packaging, and any other touchpoints.
III. Plan for Content Strategy
A well-planned content strategy helps reinforce your brand strategy, engage your target audience, and achieve your brand and business goals. However, it can only be effective AFTER you declare your specific objective:
Leads? Sales? Growth?
- You can evaluate existing content to identify what’s relevant, valuable, and aligns with the new brand strategy.
- Determine specific objectives for your content strategy, such as increasing brand awareness, generating leads, driving conversions, or educating your audience.
- Plan a content calendar that outlines topics, formats, publishing dates, responsible team members, and channels for content distribution.
- Adopting the right CMS while corporate website redesigning will leave no room for errors.
IV. Focus on Corporate Brand Identity
Design identity should also be adaptable to different platforms, mediums, and evolving design trends.
- Create or refine your logo, color palette, typography, and other visual elements.
- The best corporate designs contain intuitive and visually appealing user interfaces for digital platforms, such as websites, mobile apps, or software.
- Consider how different elements are positioned and arranged within your designs to create balance and visual appeal. Take some inspiration from the latest visual branding trends.
- Use high-quality images that evoke the desired emotions and effectively communicate your brand message. Check out this blog on how to combine illustrations and photographs and make boring images interesting.
V. Corporate Website Redesign for Enhanced User Experience
The ultimate goal is to create a website that is user-friendly, visually appealing, accessible by all, and effectively communicates your brand’s message.
- Utilize responsive design techniques to adapt the website layout and content based on the user’s device.
- Give more emphasis on website navigation by organizing content logically and using clear menu structures.
- Optimize the website’s loading speed to prevent users from leaving due to slow performance. Here’s an interesting case study on how we decreased page load speed from 5.82 seconds to 2.50 seconds for group websites.
- Use appropriate font sizes, colors, and spacing to ensure readability and legibility. You should definitely check out this blog for the best font combination inspirations.
- Provide opportunities for user feedback, such as contact forms or live chat or implementing calls-to-action (CTAs) strategically, to facilitate communication and address user queries.
- The good news is that better UX design has augmenting effects on your SEO.
VI. Back it Up with Legal Compliance
- Review your brand elements, such as logos, taglines, and visual designs, to ensure they do not infringe on existing intellectual property rights.
- Clearly communicate how user data is collected, stored, and used, as well as any third-party disclosures through user consent cookies.
- Ensure that your website complies with accessibility standards, such as the Web Content Accessibility Guidelines (WCAG), to provide equal access to individuals with disabilities.
- Consider any industry-specific regulations that may apply to your organization or target audience, such as financial regulations, healthcare compliance, or advertising standards for specific sectors.
VII. Maintain your Evolving Corporate Brand
Brands that are forced to maintain a presence on all social media platforms will soon have a pick. Marketing may get simpler for brands with the dawn of ActivityPub.
“If you’re a company looking for a new place to hang your social shingle, you could do one of two things: set up a Mastodon account or build your own platform that integrates with ActivityPub and thus can interoperate with Mastodon. Many companies are choosing to do both.”
- Establish key performance indicators (KPIs) to measure the effectiveness of your brand initiatives and track progress.
- Utilize analytics tools to monitor brand reach, engagement, sentiment, and customer behavior to identify areas for improvement in website, UI/UX, content strategy, or all.
- Engage and educate employees about the brand values and messaging to foster a strong brand culture and consistent brand representation.
Check out how we created a multilingual corporate website using WordPress & TranslatePress. Click here to learn more.
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By giving your brand a fresh look, you can not only reach new potential clients but also differentiate yourself from competitors, highlight your expertise, and expand the impact of your products and services. However, rebranding is a complex process that necessitates careful consideration of your company’s culture, clients, and financial goals.
To ensure a smooth and successful transition, it is advisable to seek the assistance of a professional rebranding agency. They can provide expertise and guidance, making this important undertaking less burdensome and stress-free.
A rebrand can be as simple as developing a new strapline for your business, a name change, a logo redesign, or even a website redesign. No matter the size of a rebrand, a professional agency can carry out the work with diligence and care.
If you’re considering revamping your corporate brand, our ColorWhistle branding experts can help you. We can develop a comprehensive corporate rebranding strategy that covers every step, from initial planning to the final roll-out, thereby facilitating expansion into new markets. Contact us or give us a call at +1 (210) 787-3600 anytime. We look forward to working with you.
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