Rebranding – Why I Did It and Why You May Want to Consider It

Creative Cube Company has been in business for a little more than a year now, and I chose to rebrand my site.

Beyond the design aesthetics of doing so, there are many reasons and ways to rebrand your business.

What is Rebranding

Rebranding is a change in your company’s marketing. You are marketing your business in a way that you haven’t done before. Another way to put it is that when clients and leads look at your business after a rebrand, you’re giving them an opportunity to see you in a new perspective.

This new perspective can be:

  • A new product or service
  • A major change in products or services
  • A change in target demographic
  • An update on your company’s success

In doing so, you give clients and leads a new reason to work with you.

What Pieces to Rebrand

Different pieces of your business’ marketing strategy can be rebranded.

old and new yahoo logos
From naldzgraphics.net
  • You can alter your logo to show how much your company has changed (ex: Yahoo has redesigned their logo this year).
  • You can alter your website (ex: what I did with creativecubecompany.com / salesforce has changed its website at least 3 times in the last year and a half)
  • You can update your marketing material design.

There’s many more, but they all have to have a reason for rebranding.

Why Rebrand?

The reason I rebranded was to show that in such a difficult business climate, my business not only has survived its first year but also thrived in it. It’s important to show clients and leads how your business is doing.

Others may want to give clients and leads a new reason to work with them.

  • Rebranding Sounds Great, Why Wouldn’t I Do It?
  • Rebranding takes lots of time to change your materials. It is expensive, and it could take a long time. Here’s a list of reasons not to rebrand and why.

    • For the sake of rebranding: unless there’s a significant update in your company, rebranding just to give yourself a new look (without some milestone) is expensive and may not work with customers.
    • For SEO: Your website will most likely suffer from SEO during the rebrand. You will need to rewrite the content and Search Engines will need to re-index your webpgage.
    • For a minor product change: In adding a new product, there’s no need to rebrand. A small update to the website will be more than enough. Major changes and complete overhauls to your product line would be a good reason to rebrand.
    • Adding a new demographic: Same as above. Unless you completely changed who the product is designed for, there’s no need to rebrand.

    As always, if you have any questions or concerns, feel free to contact me at jon@creativecubecompany.com

    Social Media Class in Gray’ Harbor

    This week, I’m in Westport teaching Junior High and High School students about Social Media and Web Design.

    In teaching a Social Media class, I’ve prepared a Google Presentation. This link is a more professional version with some images removed about cyber bullying and from my own personal life.

    In presenting to students, my main goal is to educate them on privacy, on their online appearance in what they post (text / image / video), and provide some knowledge on how different social media networks can be used in different ways.

    This is an improv everywhere image where they had identically dressed identical twins sit on opposite sides of a train. To me, this image best shows that online, there is no difference between a private and professional identity. What you show online is public even if you don’t intend it to be.

    It was fun to hear them disagree with me on what the 3 big social media networks are. It makes sense that they wouldn’t be using Linkedin yet, but hearing that Instagram or Pinterest is more popular than Twitter is an interesting trend for younger generations.

    Check out the presentation for more information, and feel free to e-mail me if you have questions.

    Traditional Marketing Should Not Be Forgotten

    At any marketing event, I’m always asked about how businesses can improve their marketing through Social Media, and how they want someone to run their Twitter, Facebook, Linkedin, Pinterest, Google Plus, e-mail campaigns, and blogs. I explain that they might want to keep it simple and only use the ones that will work best for their industry. Not all industries do well using every single platform, and having such a focus on Social Media can cause clients to lose focus on the older and traditional ways of marketing.

    Keeping In Touch

    The Human Factor

    With everyone using technology to contact each other, it’s ever more important to remember that we need to have that human contact. There are ways to connect through video and voice chat, but interacting with someone in an office, an event, or a coffee shop gives people an opportunity to help out.

    I would have never met many of my clients if I did not attend many in-person gatherings. I wouldn’t have gotten to know many of them if I hadn’t driven them around town or worked with them on some community service project. Having a personal connection to them, a human factor, makes that connection between businesses that much stronger.

    Repeat, Referrals Are Best

    With so many different avenues to find new business, it would seem wrong not to try out all of them. But that could be costly and use too much company time to do so.

    Repeat business is less costly because you’ve already built that connection with them. If your client is happy with your product or service, call them up or shoot them an e-mail to see how they’re doing. You can always ask if they have any additional projects for you to handle, or if they need any additional products.

    If your client is happy with you, they may refer you to their friends or other associates. This is always a great avenue to explore because your clients are marketing you. It’s not a problem for you to ask your clients if they know of anyone else who is in need of your product or service. If they are happy with your work, they will be happy to share your name.

    Is Search Engine Marketing Right for You?

    Search Engine Marketing is an interesting avenue to increase revenue, but it might not always the be the best decision for businesses. Before we even get into whether it’s good for your business, let’s discuss exactly what it is.

    What is Search Engine Marketing (SEM)?

    SEM is best described as paid search results. When you look at a search results page, you will see sections of ads or paid search results.

    Bing, Google, Yahoo Paid Results

     

    These are search results based on your keywords, and in my case, I looked up Search Engine Marketing.

    How Paid Search Results Work

    They work like Organic Results (the other unpaid sections). These advertised results have to compete with others to appear on the front page, and it really all depends on how many people click on the search result, and how much action is taken on the site afterwards. It’s a combination of SEO and paying for the appearance.

    Why Pay When I Can Just Use SEO?

    SEO might not always get you to the front page, and through SEM, you may have a higher chance of reaching the front page. That’s not to say that you will because SEM still takes time and effort through analysis and optimization to achieve front page visibility.

    Paying for Search Results also acts as a success qualifier. There are two types of browsers on the internet: the ones that click paid advertising, and the ones that do not. Some don’t like advertising and will avoid the paid ads section, and others want to see that the company they want to hire or purchase from has enough revenue to pay for ads. Covering both types of users is a good idea, and if you can get front page visibility, then your results show your popularity and success.

    You always want to know your market though before you implement any new strategy.

    SEM Sounds Great. Why Wouldn’t I Go for It?

    Expensive SEM

    SEM can be expensive. You set your daily budget for SEM, so you can spend how much you want per day. This seems like it’d be great, but keywords can cost anywhere from $0.10 to $35 (depending on the word). The more popular the keyword, the more it will cost. If your budget is $50 a day, that’s $1500 a year.

    If your budget and keyword research isn’t properly analyzed, you could just be spending money without receiving any return.

    SEM takes time. SEM is not an instant increase in ROI. It takes time to analyze and manage a successful campaign, and time equals money. The first few months are always the roughest because you’re trying different tactics. You should always do AB testing, but stick with it for a couple months before you change any of your tests, so you have data to analyze.

    SEM might not work. You may be in an oversaturated industry where everyone is competing for front page visibility. You would have to be the best of the best, and once again, it returns to how much you’re willing to spend. Or you could be in an industry where people might not be looking for you online. Hairdressers and restaurants do better going through Social Media Marketing like Yelp, Urbanspoon, Google Reviews, Facebook, and other word of mouth sites.

    If after six months, and SEM hasn’t paid off, stop using it.

    So What Should I Do?

    Do a little research on keywords you would use to find yourself with Google Keywords Tool. See how much the keywords you would use would cost, and talk to your marketer about what they think about Search Engine Marketing for you.

    Sometimes, the keywords you would use aren’t the keywords people would actually use, or you could use it to find a smaller target. You can also geotarget for location, so if you’re a Spokane based landscaper, you don’t want your ad to appear nationwide. You will save money and target for the people you need.

    SEM can pay off, but it needs time and money.

    Social Media Facebook PR

    What is Social Media?

    From Succinct Social Media

    In business, Social Media is one of the newest (and arguably best) ways to increase brand awareness and handle public relations. There have been stirring successes in the past few years during the rise of social media, and because of that, businesses want to emulate the success with the same social media tactics.

    What’s good to remember is that a like on Facebook does not translate into a new lead or a happy customer because you have no way of contacting them from your Facebook fanpage. An individual like is helpful in that it creates a larger sum. The more people that like your Facebook fanpage, the more of an image of success you have.

    Likes are an Unstoppable Snowball

    Snowball Facebook

    The more likes you have, the more impressions on your posts you will get. When you make a post, if they like your fanpage, it will appear on their feed. If they comment or like it, it could appear on their friend’s feed. Imagine you threw a snowball down the side of a snowy mountain. Along the way down, it picks up more snow and it becomes bigger and bigger. That’s what you want your Facebook post to do.

    That doesn’t mean that your post will always become a giant snowball. Because of Facebook’s algorithm, new posts constantly push previous posts below the fold. So the new posts sit on top while the older posts are below. The more people comment and like, your post once again will rise above others; however, every post has a soft expiration because people just don’t really follow things that diligently.

    Something Borrowed, Something New

    If you’re pushing out constant new content, it works for you in two ways.

    1. People like following businesses, people, or even pages that show constant development. This is your time to shine in PR. Give them the opportunity to become attached to you with updates of pertinent content.
    2. New posts will appear in people’s Facebook feeds, giving you an opportunity to catch their eye if they didn’t see something previously.

    I’m not saying that every post has to be unique, but it has to be unique to you. You could share someone else’s link if it’s relevant to what you do. So you can borrow from other people, and it will still be new content.