How to roll out a successful rebrand on social media

Is a social media rebrand on your radar?

The importance of thoughtful and original branding can't be overstated.

We get it, though — sometimes a change is necessary. You shouldn't be saddled with a brand identity that doesn't make sense, right?

But the stakes are high for businesses looking to reinvent themselves.

Food for thought: 70% of marketers say that consistent branding is the most important element of building a community and retaining customers.

And that's the challenge: how do you introduce a new identity without losing touch with your existing audience?

In this guide, we’ll break down how to rebrand your business on social media and keep your customers happy.

Why (and when) a rebrand on social media is necessary

Let's kick things off by reviewing why rebrands happen in the first place.

And no, a rebrand is not just a logo update.

Rebrands shouldn't be taken lightly given the legwork and potential risk involved. That said, they're totally necessary and happen often for the reasons below.

Your business is shifting its focus and messaging

Maybe your business is pivoting to new products and services.

Or perhaps your current branding doesn't reflect your voice or values.

Either way, these are legit reasons for a fresh start. For example, changes in your branding and marketing messages might reflect:

Simplifying (or expanding) your product offerings and featuresA commitment to being more socially consciousGoing from 'discount' or 'affordable' to 'premium' or 'boutique' (or vice-versa)

Whether motivated by new leadership or customer feedback, a rebrand on social is the perfect way to communicate your updated mission.

You're struggling to stand out in your industry

This is a problem that many B2B brands and SaaS companies face.

Branding is everything when there are dozens of companies offering near-identical services like yourself. If you're in an up-and-coming business among crowded competition, a rebrand can cement your identity. For businesses facing this challenge, partnering with a social media management company can be a strategic way to develop a distinct brand identity and communicate it effectively on social platforms.

Heck, ongoing rebrands are popular even among established companies. Doing so allows you to modernize your business and avoid being perceived as stuck in your ways.

Mailchimp is a great example of this. Check out the evolution of the brand's Twitter from 2014 to 2021 below. Beyond the updated imagery and naming ('MailChimp' to 'Mailchimp'), the brand has pivoted from 'just email' to a full suite of marketing and ecommerce tools.

Your customers aren't thrilled with your current brand

Unfortunately, this is something you'll likely learn the hard way.

There's no good way to ask past and present customers 'Why don't you like us anymore?' That said, warning signs of a damaged brand include:

An uptick of negative social comments ('outdated,' 'disappointed,' 'they fell off')Getting called out as being the lesser among your competitorsDealing with a significant  crisis or public backlash

When done right, a rebrand on social media can be the sort of 'hard reset' you need to reestablish yourself. If you're worried about your current brand health, social listening tools can clue you in via mention monitoring and sentiment analysis.

“What are the key pieces of a social media rebrand?”

The short answer? It depends.

For rebranding on social media, you'll need to create, gather and agree upon deliverables such as:

Logos, graphics and color schemes for your visual identityYour brand name, @brand social handles and hashtagsTaglines, slogans and your mission statementAnnouncement copy and posts for your various social channels

Also, consider more abstract elements of your rebranding efforts that you'll need to communicate to followers. This includes:

Your brand voiceYour brand's valuesMarketing messagingYour value proposition

Note that social media rebrands are typically part of a larger rebranding effort. Also, not all types of rebrands involve the same amount of legwork.

For example, a refresh might involve lighter changes such as a new logo or mission statement. A brand reboot might involve company-wide rebranding while a brand overhaul basically means starting from scratch.

This update from Discord is a good example that's closer to a refresh:

hey

we're updating our brand look. improved logo, font, colors. not too different: just a little friendlier.

Discord has become a place where people come to explore, grow, and belong. so we're updating our look to be just as welcoming: https://t.co/OedvENyboE pic.twitter.com/LyqCx9EyEH

— Discord (@discord) May 13, 2021