Five Elements to Consider Before Rebranding

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According to the Pew Research Center, nearly two-thirds of Americans own smartphones and use mobile devices as an entry point to the online world. Companies that recognize this trend seek ways to develop a strong mobile strategy, especially within the rebranding process.

Here are five elements to consider about mobile strategy before rebranding:

  1. Apps
    Apps can keep users engaged and become another platform through which they can interact with your brand. According to data from Nielsen, consumer preferences for mobile apps account for 89% of media time in mobile from the use of social networks, email and news apps. Although apps can be a positive asset to your mobile strategy, you first need to evaluate the purpose and value of launching an app. If your app will feature the exact same content from your mobile site, don’t spend time or money developing it.
  1. Website Design
    According to comScore, the amount of users who use Internet exclusively on mobile devices have exceeded the amount of users on desktop devices. If you want to provide users with a positive brand experience, your website should be mobile-friendly and employ responsive design so that it is easily viewed on different mobile devices.
  1. Language
    Many brands change their logo or name during the rebranding process to reflect a new identity, such as promoting new values or characteristics. The language used by your brand should reflect the new identity by choosing a tone that will ultimately build a deeper connection with consumers. A perfect way to utilize the new language can be through push notifications in a mobile app that will address users in a relatable tone.
  1. Audience
    Your new brand’s audience will change slightly during the rebranding process, which affords an opportunity for you to be specific about who you want to attract. Go ahead and test different groups as potential target audiences through mobile ad targeting, before adopting a specific group in your overall strategy.
  1. Marketing Campaign
    If there is a significant change to your brand, such as a logo, slogan or name change, you should make a huge effort to educate the market about those changes. The messages you are trying to send and the new image should be clearly understood to the public in order to avoid negative feedback. A great way to educate the market is to launch a mobile advertising campaign that presents the audience with the new brand messaging. It will allow the public to learn the new concept before they have strong judgments against the changes and it will set the tone for a successful rebranding campaign.

For specific examples of how these strategies were implemented, click here!

If you need more information, contact us at La Voz Marketing can help you with your company’s rebranding process and mobile strategy!