Rebrands can be a fun yet challenging time for any business. No matter what it’s driven by, rebranding offers an opportunity to redefine how customers perceive your business. One of the biggest mistakes I see is assuming that everything needs to change during a rebrand.

While updating your messaging is important and usually necessary. However, abandoning every element of your existing brand can ultimately create confusion and disconnect loyal customers, which is certainly something you don’t want to do. 

So, you should be looking for aspects that are still working for your brand, and improving what doesn’t. This will end up creating a strong message for your business well into the future, and copywriting can play a major role in maintaining familiarity while introducing a new direction. 

Let’s take a look at what you should change and what you should keep in your rebrand:

Change: Messaging That Doesn’t Reflect Your Business

Your business will likely change over time. This could be anything from your services expanding, target audiences shifting, or even your value propositions becoming more refined. However, the copy still remains the same. A rebrand is the perfect opportunity to determine if your messaging accurately represents what you’re all about today.

Keep: The Values that Built Customer Trust

If you’ve been around long enough for a rebrand, then you (hopefully!) have built trust with many customers. Customers trust your brand because of the core values you stand for, and it’s important not to lose these principles in the rebrand. For example, if transparency and innovation have always been key, this should shine through in any new messaging.

Change: Your Positions if Your Audience has Changed

As your business grows, your ideal customer tends to change as well. If this happens, it’s important to ensure your copy is adjusted accordingly. The challenges, goals, and priorities of your target market may differ from those you were originally targeting. The most effective rebrands ensure messaging speaks directly to the people you care about the most.

Keep: Your Brand’s Personality

Rebranding is not necessarily the time to become more corporate, formal, or polished. You should still let your brand’s personality shine through, and this can be one of the most valuable assets your business has. If your audience already responds well to a certain tone or style, removing it completely can make your brand seem unfamiliar.

Change: Generic Messaging

Instead of appealing to everyone, you’re appealing to no one with generic messaging. If you’re noticing generic messaging or finding your copy is sounding too similar to competitors, this is certainly something that needs to be updated. A rebrand is your chance to develop a stronger voice and showcase why you should be chosen over alternatives.

Keep: Consistency Across All Touchpoints

A rebrand can be tricky because you’re not changing everything. This means you could miss something that should be updated but isn’t, which means you end up with consistency issues. When you’re rebranding, this isn’t just about your website; all touchpoints should be updated, from social media profiles, email campaigns, sales materials, and more.

Rebranding is about more than just copywriting, but it certainly does make up an important part of it! If you’re rebranding and need some assistance with your messaging, I can lend a helping hand. Head to my contact page and shoot through your details 📤