Rebranding and Content Marketing: 7 Things You Can Never Forget
You could spend days reading articles and blogs about how important branding and rebranding is – but, one thing that you need to be focusing on is the relationship between rebranding and content marketing.
I mean, articles like Imagebox’s ‘9 Things to Consider in Your Rebrand’ and DBD’s ‘19 Questions to Ask Before You Rebrand’ are great starting points for companies looking to rebrand. But – I find they stop just before things start to get interesting.
Just before we start getting into the relationship between rebranding and content marketing, and the significant impact it can have if you don’t pay mind to the weight of their relationship.
At its very core, branding is all about a perception. That perception comes through so clearly in your content. But, we already know that branding and content go hand in hand (try here, here & here). That doesn’t mean it’s easy to make the leap from rebranding and content marketing.
That’s why I want to lay it on the table for you. Here are 7 things you need to be doing with your content marketing if you’ve just rebranded (or are in the process of rebranding):
- Update your channels: While you’re busy checking that you’ve changed your logos, updated your colours and improved your brand on everything from marketing materials to your website – take a minute to make sure you’ve updated all of your content channels. This includes pictures, bio’s, taglines and every nook and cranny.
- Make your tone of voice consistent: Now that your channels are all looking fantastic in their new branding, take a minute to think about this: you’ve probably updated your brand’s tone of voice in your rebrand, right? Well, your tone of voice is the very core of your content marketing – don’t forget to make sure your new tone comes through consistently in Single. Piece. Of. Content. Remember, the key to good content is consistency.
- Revisit your strategy: Your new brand has likely come with a wealth of new insights, strategies and brand promises – now is your chance to use these as your content marketing arsenal. Go back over your content marketing strategy and make sure that every tid-bit ties back into your refreshed brand. This will make it so much easier for you to keep track of your content marketing results later on when you’re beginning to forget why you rebranded in the first place.
- Use your brand research. To go through the rebranding process, it’s highly likely that you did some competitor analysis and other brand research. So, why waste it? Use this research to see if your content marketing target market is the same, if you need to change your publication channels or to give you an idea of what you need to do to get ahead. You’ll be amazed at what insights you can get – and, it’s recycling. What’s not to love?
- Update your strategy. Following on from the previous point, you can now use the new research insights you’ve got to update your strategy. The key here is innovation. After looking at the research, ask yourself “is there any way I can improve my strategy so it’s more in line with my audience?” Rebranding is an exercise that is based around innovation – so why not bring that skill to your content strategy. You might also come up with some brand new ways to reach your audience.
- Create a style guide. Like every big editorial house in the world, you need a style guide. Take your flashy new brand strategy document and replicate it – except instead of talking about fonts and logo positioning, talk about sentence structure and editorial deadlines. Talk about an easy way to keep everyone on the same page – and to make sure your brand remains *drumroll* consistent!
- Tell your story. One of the key things that you would have worked out with your rebrand is your brand’s position, purpose and mission. You now need to take these and craft your brand’s story. This story is what will allow you to cut through the noise and make an impact with your content marketing. Never underestimate the power of a good story.
Anything you’d add to the list? Email me at Rhiannon@candidcontent.com.au and tell me. I might even add it to the list and give you all the credit and eternal glory.
Questions? Feedback? I’d love to hear it. Shoot me an email with your kind (or even not so kind) words about all things branding, rebranding and content.