Rebranding a Website: A Step-by-Step Guide
Successfully Rebranding a Website: Everything You Need to Know
There comes a time for many businesses when rebranding their website is necessary. Maybe the old brand doesn’t reflect who they are anymore, or maybe they want to target a new audience. No matter the reason, rebranding a website can be tricky.
And considering that it only takes people 7 seconds, on average, to form an impression of your brand, ensuring your website’s rebranding goes well is of paramount importance.
In this blog post, we will walk you through everything you need to know about rebranding your website. From when it’s best to rebrand and when it isn’t best to rebrand, to all the different types of rebranding that are available to you.
What is a Website Rebrand and What Does it Involve?
First things first, let’s define a website rebrand.
A rebrand involves more than just changing your website’s logo or color palette – it means updating your website’s overall brand identity.
This includes revamping elements used on your website such as:
- Brand Positioning
- Site Structure
- Brand Voice
- Color Scheme
Rebranding can also involve changes to the functionality and user experience of your website.
For example, you may want to:
- Update navigation options
- Add new features for customers to interact with
- Engage with a new target audience
- Enhance your site for more optimized search results on search engines
- Offer a new product or service
- Incorporate social media cross-functionality
When is it Necessary to Perform Website Rebranding?
There are a few reasons why rebranding your website may be necessary.
One is if there have been big changes within your company, such as restructuring or mergers and acquisitions. In this case, rebranding can help align the message of your website with the new direction of your company.
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Another reason to rebrand could be if you’re targeting a new audience or expanding into new markets. Working on a design refresh can help update your website to better appeal to these new potential customers.
Finally, rebranding can also help revive things that need to be redesigned like stale or outdated branding that no longer reflects who you are as a company.
When is it Unnecessary to Perform a Website Rebranding?
Rebranding can be a big undertaking and there are instances when you may not need a new website or to rebrand.
If your website is already performing well and meeting your goals, rebranding could potentially disrupt that success. It’s best to reevaluate why you want to rebrand and make sure the potential benefits outweigh any potential negative effects on your current performance before you decide on a website update or complete redesign.
Additionally, rebranding your business’ website for the sake of keeping up with trends or just because you’re feeling bored with your marketing strategy may not be worth it in the long run.
A successful rebrand should have a clear purpose, mission, vision and intention behind it, rather than just being done for the sake of change.
Is There a Major Difference Between a Website Rebrand and a Redesign?
While rebranding and redesigning both involve updating the look and feel of your website, rebranding goes a step further by also changing the messaging, tone of voice, and overall brand identity.
Redesigning may just involve updating design elements in a before and after web design such as layout, color palette, or typography. But rebranding involves taking a deeper look at your brand’s messaging, how it’s presented on your website and dares to consider that a complete rebuilding of your website from the ground up might just be the best thing you can do for your brand.
The Various Types of Website Rebranding
There are two different types of web redesign project plans that can be applied to your website.
Another type is a Reposition Rebrand, where you change how your brand is perceived by customers. This could involve changes to messaging, tone of voice, and even targeting a new audience altogether.
And finally, there’s a Complete Rebrand where everything about your website – from design to messaging – is revamped and updated. This can be necessary for companies undergoing major changes or restructuring, or for businesses that have completely re-defined their mission and values.
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5 Essential Steps to Perform a Successful Website Rebrand
1. Define Your Rebranding Goals and Objectives: What do you hope to achieve through your revamped website?
2. Conduct a Thorough Brand Audit: Take a close look at your current branding and identify any weaknesses or areas for improvement.
3. Create a Rebrand Strategy: Outline the steps you’ll take to rebrand, including any changes to design, messaging, and functionality.
4. Implement the Rebrand: Put your plan into action, updating all elements of your website to align with the new brand identity.
5. Evaluate and Adjust: Monitor the performance of your rebranded website after the rebrand launch and make any necessary tweaks or adjustments based on data and customer feedback (min read time, UX, etc.).
Explaining the Different Website Rebranding Tools
Some tools that can be helpful during the rebranding process include brand style guides, mood boards, and competitor analysis.
A brand style guide outlines the specific elements of your brand such as logo usage, color palette, typography, and tone of voice. This can serve as a reference for anyone creating content or designing materials for your website revamp.
Mood boards can also be useful in gathering inspiration and defining the overall aesthetic you want for your website relaunch.
And competitor analysis involves researching and evaluating how your competitors’ websites are designed and branded, to see what strategies they’re using and what sets you apart from them.
It’s important to keep in mind that your website renovation is not a one-and-done process. Regularly reevaluating and updating your branding can help keep your website fresh and relevant to customers.
How Long is a Website Redesign Timeline?
Normally, your rebranding timeline will vary depending on the scope and complexity of your rebranding project.
But in general, it’s important to give yourself enough time for thorough planning and implementation, as well as testing and adjustment before fully launching your rebranded website.
It’s also important to keep in mind that rebranding is an ongoing process, not just a one-time update. Regularly reevaluating and updating your branding can help keep your website fresh and relevant to customers.
Reskinning a website takes effort, but the end result can be worth it for generating new interest in your brand and attracting customers.
By setting clear goals, conducting a brand audit, creating a strategy, implementing the rebrand, and constantly evaluating and adjusting, you can successfully rebrand your website and boost your business.
Examples of Successful Real-World Website Rebranding
To help give you some inspiration, here are a few real-world examples of the best website redesigns
One example of a successful rebrand is that of Asana, a project management software company. Their rebrand included a new logo and website design, as well as updated messaging and tone of voice that better reflected their brand values.
Another example is Mailchimp’s rebrand, where they updated their playful tone of voice and added more visual elements to their website design.
Casper, a company that sells mattresses and sleep products, underwent a rebrand that included a new logo and website design with a focus on simplicity and minimalism.
The rebranding of Slack’s website involved updating their messaging to highlight the benefits and value of their software, as well as refreshing their design with bold colors and illustrations.
And one more example is that of Canva, an online graphic design platform. Their rebrand included a new logo, simplified website navigation, and updated messaging focused on “design for everyone.”
Choosing the Best Website Design Company in Toronto for your Website Rebrand
Your brand is everything that your company is. It’s a promise to your customers, sets the tone for their experience with your products and services, and distinguishes you from others in your field. You bring significant value to clients that other businesses cannot; now, you need the right strategy to communicate that idea clearly.
Every business journey is different, and here at Pixelcarve we take the time to learn about your brand history and future plans in order to create a digital presence that will achieve your desired results.
Contact us today to set up a free consultation and see how, by working together, we can take your website and your brand to the next level.
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