A Rebranding Strategy For eCommerce Businesses Who Want To Keep Their Edge

Take a look at your online store and ask yourself: is my brand current? We've previously blogged about getting your brand right in the early stages, so we know it's important. But how often do you consider rebranding?

Why should I rebrand?

As the digital world continues to evolve, it's crucial that your brand grows with it. Just take a look at one of the most successful rebrands of all time – Apple. In 1997 they were close to bankruptcy, today they top the Forbes list as the most powerful brand - and that's all thanks to their rebranding strategy.

Taking a look at their new logo in comparison to their old logo below, you can see they removed all the colors in order to promote a fresh clean image. They even removed the text as this limited the company to what they can do, which is a lot more than computers. These small changes, have really set them apart as an innovative technology leader. 

             Old  vs New  

Now, you may already have an established brand that your customers relate to, and we're not saying you should completely change what you already have. But if you want to grow into an Ecommerce leader and attract a wider audience, then you need to continuously develop your brand in order to stay relevant.

The main reasons for rebranding include:

  • It sets you apart as a leader
  • It shows that you're innovative, current and modern
  • It builds up trust and loyalty with your audience
  • It will bring more awareness to your store
  • It will help stimulate growth and profit

How should I effectively rebrand?

In order to successfully rebrand your Ecommerce store you need to put a strategy in place so you can reach your goals. From your logo and colors, to your messaging and strapline, your brand should be consistent across your entire store. Check our our 4-step guide to help you create a robust rebranding strategy...

Step 1: Research design trends

2015 is just around the corner, so now is the time to be looking into the latest design trends. Not only should your store look good, but it needs to have good navigation and be responsive across all devices. In fact mobile has fast become the most popular way to browse an Ecommerce store with 4 out of 5 consumers now using mobile to shop, so this is important to get right.

The experts have already started to blog about the predictions in Ecommerce design trends for 2015. Just some of the takeaway points include:

  • Flat design – Opt for a more subtle design to help decrease bounce rate. Call-to-action buttons do however have a slight gradient in order to stand out, but not too much.
  • Micro UX/Transitions – The customer experience needs to be enhanced with subtle animations that surprise the customer and help them navigate effectively. Small details such as color changes, or product images with text that appears if the user scrolls over the image, can help conversion.
  • Tiled Navigation – Heavy focus on product images with a tiled design to navigate (think Windows 8 design).
  • Device friendly – As mentioned above, now more than ever it is vital that your store is responsive across every device.

Step 2: Freshen up your logo and colors

When updating your logo and brand colors, you need to make sure that you're still resonating with your audience, while offering a fresher look. You may not have to completely change your colors, but rather change the tone of color slightly to grow with the latest trends. The same can be applied to your logo, think about subtle changes that will make it look better.

Take a look at the eBay logo below for example. They haven’t made huge changes to their logo and colors, but rather updated it over the years so that it stays current. Their newer logo is cleaner, more streamlined, with a slight change in coloring. 

Step 3: Be clear on messaging

Everything that you put out there as a business, from the copy on your website, to the language you use on your social channels, has to be consistent. What sort of tone of voice do you currently have? Is it working for your Ecommerce store? When rebranding, you need to outline how your audience currently perceives you and if that is working for you.

The best way to do this is to research your target audience and really get to know who they are. Do you have a buyer persona? If not, create one. Most importantly you need to find out the language your customers use so that you can use it too. Once you've mastered their language, you can use it on your website, social platforms, blogs and marketing messages.

Another important aspect of rebranding is your strapline. The most recognizable brands have memorable slogans that resonate with their customers and there's no rule that says you can't update yours. In fact, Coca-Cola has updated their slogan an impress 45 times in order to stay current. If you're struggling with your strapline, think about the single most important message that you want to get across to your audience.

Above all, it's important to keep it short, simple and memorable.

Step 4: Test it out

After you've put all your efforts into rebranding, you need to see what it looks like and ensure that your messaging, colors, logo, strapline and overall design all work consistently together. Make sure you put together a clear set of brand guidelines so that you and your employees can follow at all times.

In addition to that, you should also get feedback from the people who matter most; your customers. Consider inviting your top customers to exclusively rate your new brand with a discount incentive thrown in. That way you can find out if they like it, and make tweaks before you reveal it to your entire audience.

Closing thoughts

As you can see, rebranding or making slight tweaks to your current brand is important to the success of your store. We all need to evolve to ensure we stay current, modern and to gain the respect from our audience. The key takeaways are to be consistent across your entire store, always consider your target audience, and ensure that you stay relevant with the latest trends.

One of the benefits of using the AmeriCommerce platform is that we offer plenty of powerful ecommerce features for you to be able to effectively rebrand your online store. We make it so easy with drag and drop, widget, themes and more. So contact us today for more info on how we can help you!