Rebranding in a small online business. How to do it?

You are very wrong if you think that such a boring occasion as rebranding can be of interest to anyone but you! The customer doesn't care what's going on inside your company, what logo you've come up with or what colour scheme will now be your signature. Ideally, he won't even notice the change, or it will seem natural to him. But if something goes wrong - the consequences can be disastrous.

For a small online business, such a concept as ‘brand’ is not something big and global, but specific things that a particular customer can emphasise. The name, the logo, the design of the website, the tone of communication in emails and social media, the style of packaging if there is any. It's recognisability, trust and a reason for the customer to come back. Having thought about rebranding, you need to think about how you will announce the news. It needs to be done in advance, carefully, unusually and in a way that is good for business.

The perception of your business and what you offer in one culture can be radically different from that in another - this is especially important for companies that operate in markets in different countries. Not recognising or misunderstanding a brand in one cultural context doesn't mean it can't be adapted for a new market. What works in one country may not work in another, so be prepared to make changes.

Make sure your rebrand will be understandable and appropriate across cultures. This applies especially to the colour palette (it can have different meanings in different countries), turns of phrase and visuals. Even minimal changes to the brand are worth testing. For example, when entering the Asian market, an online clothing shop can adapt visual elements, avoiding numbers or shades that have negative connotations.

Change doesn't always have to be revolutionary, but sometimes it just can't be avoided. Pepsi has changed several times, updating its corporate identity, and not always successfully - one of the logos turned out to be so controversial that it was replaced after only a few years.

For example, the rebranding of an online shop of classic clothes and its reorientation to the youth audience start with updating the logo, elements of street fashion in the design of advertising. Activate advertising campaigns in Instagram, Facebook, Pinterest, TikTok. This approach allows you to add a new assortment to the site and promote pages with fashionable and trendy collections.

When rebranding, it is important to maintain the overall integrity of perception and remain recognisable. McDonald's updated its logo, but retained the basic elements - the famous ‘golden arches’. Nike, despite frequent updates in product design, always retains elements of its logo and distinctive style in its advertising.

When thinking about rebranding a small business, it is important to stick to the basic and familiar principles in presenting information in order to retain old and loyal customers. Rebranding can include updating the website design, improving the mobile version and simplifying the shopping experience by making the site more user-friendly.

Fincraft Capital Czech Republic draws your attention. Whatever changes you make - revising the tone of voice, adjusting the visual style, updating the logo, changing the design or structure of the website - it is important to constantly monitor the audience's reaction. Adjust if something goes wrong.

Remember that not everyone likes change, so be patient with protests and indignation of some customers. Give the audience time to adjust. Instead of ignoring discontent, turn it into a dialogue. Keep in touch with customers through email newsletters, social media and homepage notifications, explaining the benefits of the new branding.