As the years go by, the goals that a brand had at the beginning become obsolete. The same can happen with its storytelling or the design of its elements. These become obsolete or are simply “out of fashion” .
This is the time when you should evaluate the suitability of your proposal before and, thus, determine whether there is any need for adaptation. This adaptation is what is known as rebranding.
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The world of marketing is changing
It’s already 2020 and the world of marketing is constantly evolving. There are many new terms and strategies appearing, as well as new technological solutions and creative ideas.
The good news here is that the basics you already know will remain the same: marketing is about creating and promoting the value of a product or service . It is also about finding ways to connect with an audience to communicate what makes the product or service unique.
However, in the world we live in, value is not only going to be defined by the practical qualities that a product has.
What a brand is and why it stands out is just as important as how a product stands out . That is why communicating a mobile number list rebranding via email is going to be a great strategy to innovate in your business and increase brand awareness and your traffic .
How to show the human side of your company when communicating a rebranding by email
Marketing is a very competitive strategy, in which the main priority is for companies to achieve consumer loyalty . If you show the more how to get subscribers for paywalls with email marketing human side of your brand, it is much easier to emotionally connect with the audience and attract them to you.
And why is this? Users always seek to feel attached to a brand. Remember that you don’t just sell products and services, you also sell values, which is what bulk data will make consumers choose you over your competition.
If they were already loyal to your previous brand, it is ideal that when you do the rebranding they can regain that trust in you. Therefore, feeling that human side will be something effective in precipitating their purchasing decisions.
In the past, just seeing the price and having a good offer was enough for customers to repeat their purchase. But now, there are consumers who are more aware, so companies must work on being different and achieving harmony with their customers.
By communicating a rebranding via email you will be different from the rest , since not all businesses seek to renew their image . Some consider that they will not be successful, and it is true that the decision to redefine oneself has to be subject to a studied and planned situation.
When you renew your image, you are re-emerging to attract new customers . You will also be creating an emotional bond between your customers and the brand to strengthen the relationship.
In a rebranding process, telling your brand’s story effectively is essential, as this is a way to connect with your customers. Today, brand storytelling has had great results. If you also use email to inform users, you will have guaranteed success.
Use storytelling to communicate a rebranding by email
Storytelling is basically about selling stories. In order to differentiate themselves from their competition, brands must always show their personality , as well as make clear what values they represent. And the best channel to communicate a rebranding is email.
According to various studies, 80% of customers expect brands to be able to tell their story. If the story is well told, it will resonate with customers in the long term, since they will identify with the objectives of the rebranding and the personality of the new brand.
Telling your brand’s story and the changes it’s undergoing so people can remember and connect with it isn’t exactly easy . So here are some tips to get you started on the process.
A.- Present your mission
At the beginning of building a relationship with customers is when brands have to be most solid in order to create an emotional connection.
Sending a welcome email will be a great way to communicate a rebranding by email , lay the groundwork, and present your mission.
B.- Celebrate success
Every story needs a hero. Whether it’s your rebrand or your client, sharing the impact others have had on the world is a great way to connect with your audience.
For this reason, it is essential that you include in the email what successes your brand has had throughout its history , so that users know that its old image achieved its objectives, so the rebranding will be just as successful.
C.- Sincerity is paramount
Everyone knows how to spot a fake smile, which is why marketers should avoid using stock images altogether when rebranding .
A better idea is to welcome the rebranding so that the user can see it and appreciate it. You can also celebrate the success of the new brand by emailing photos to customers telling them honestly what they think of the new change.
D.- Use all your channels
In the past, stories were passed on by word of mouth. Today, there are a wide range of channels to share the values of your new brand .
Email is one of these main channels , as most people seek to subscribe to a database to receive news that interests them, constituting one of the public’s favorite systems when it comes to interacting with a brand.
However, rebranding doesn’t just have to stay in one inbox . It’s a good idea to improve your multi-channel communication strategy , so that you can share your new brand change on different channels.
The first will always be email, but you can also include websites, physical media, and social media profiles.
How should you communicate a rebranding via email to make it successful?
It is extremely important that all changes and renovations that you are going to make in your business are made public. Otherwise, they will not have the same impact and the investment you are going to make will be wasted.
In order to reveal the results of your rebranding, you need to create a communication strategy that is tailored to your market . This strategy needs to show and explain, in detail, what these changes have been.
Renewing your brand will not only be crucial for your customers, but also for your entire team. Therefore, the strategy must be developed both internally and externally. Here are some ideas to help you communicate this rebranding.
1.- Maintain a continuous dialogue with your audience
Changing the type of products, the logo you are known by, or the name of your brand are big changes that can affect your brand’s positioning.
Therefore, it is essential that you communicate all the changes you are making via email, either through a newsletter or a press release .
You should try to earn trust and maintain the good reputation you already have. Remember how much work it took the first time, and keep in mind that rebuilding that trust between your audience and your brand is very difficult.
2.- Highlight all the positive aspects of your rebranding strategy
In addition to informing your subscribers about the branding changes you have made, it is important to also highlight the benefits that this will bring.
Customers are always worried and uncertain about new developments that are communicated to them. Therefore, you must maintain customer satisfaction while showing them all the positive aspects that your rebranding strategy will have .
It is important that you communicate all of this by email, as this is one of the channels that generates the most trust in users and has the most veracity and notoriety.
3.- Your message has to be consistent
Another essential aspect is the consistency of the message. You must keep in mind that a rebranding will require a great effort. In addition, it is accompanied by a period of growth, change and evolution of your business.
Therefore, every marketing action you carry out must reflect the new vision you want to convey . So, always ensure the consistency of your message across all the elements you use. Whether it’s the name, the logo, the color schemes, the printed material, its dissemination on the different channels, among others.
4.- Be authenti
It is also essential that throughout the rebranding process, you maintain the foundations of your brand. You have to make sure
that you do not lose, at any time, the authenticity that you had, since this is what demonstrates your identity, both to the brand, the client and the employees.
The rebranding strategy has to represent
the expectations that exist between what your brand was and what it now wants to become .