When the time comes for a company to rebrand or rename, social channels will be the first place that a significant amount of people will find out about it. A well-prepared social team will ensure that the highest number of relevant people hear about it, and have a good impression of you. Having gone through a total rebrand of our own recently, we’ve thought about things that have worked well for us, what’s been successful for other major rebrands, and identified some key aspects that would be applicable to every brand. Every business needs to refresh its image and adapt to changing markets, these are important strategies for building excitement and awareness both internally and externally by utilising social media.
Brief The Company On Social Messaging Before Your Rebrand
Employee advocacy is a valuable way of spreading your message. If employees are clued up about your big change then it will spread awareness of it and keep your new branding consistent across all personal touch-points. You may want to internally distribute key content for employees to share, and provide some short guidelines on core messaging, so that everyone is on the same page the moment you make the announcement.
— Andy Vale (@AndyVale) March 10, 2016
Reach People Who Haven’t Interacted With You Lately
This is an unmissable chance to rebuild relationships with customers or contacts that you may have lost contact with. Social should be integrated with cross-channel efforts in delivering your new messaging. Email integration tools combining Twitter with your CRM will allow you to serve promoted posts to people who haven’t opened email communication in last 6 months. Other lists can also be made to target people who follow you but haven’t interacted with you in the last year or so. These audiences may need a different approach than ones who are more engaged with your brand.