You’ve been thinking about this for months now and finally made a decision: it’s time to give your small business a visual makeover. Hello to rebranding your small business!
But before we pop the champagne on this new resolution, another concern grabs your attention. How are you meant to announce this small business rebranding on Instagram?
Indeed, this question has stalled many small business owners as it’s not easy to figure out. It can feel a bit daunting and even risky to change the entire look of your Instagram and other social media platforms.
But, fear not! Rebranding your small business online is not as scary as it looks.
So, grab a chai and put your feet up. This experienced brand designer, a.k.a moi, is about to spill all the tea on how to rebrand your small business on Instagram successfully.
Let’s dive right in!
Let’s take it from the top and figure this whole rebranding thing out together. The first thing I want you to think about is whether you even need a rebranding in the first place.
Yes, I know. As a brand designer, you probably find it very odd that I am actually suggesting you might not need a makeover, to begin with. Maybe this whole thing wasn’t as important as you’ve made it to be. In reality, you might be doing this completely wrong!
But Vero, what do you mean?
Here’s the deal. My mantra when it comes to nailing visual branding is this: ‘Your brand has to be authentic, consistent, and impactful”
Now, in the above statement, the word “consistent” is key. In fact, for small businesses and startups, it might even be the most important one out of the three (although I love them all equally and passionately!)
Customers appreciate it when a business has a consistent brand. In fact, consistent presentation of a brand has seen to increase revenue by 33 percent!
Rebranding is so much more than having a new logo and adding brighter colors to your Instagram grid.
Every brand (and business owner) is unique. The same goes for achieving success in your brand and following someone else's metrics might not be the best route for your future success.
So, think about why you’ve been wanting this rebrand.
Are there internal factors or external factors influencing you? For instance, if your customers seem to be confused by your logo or never seem to understand what’s unique about your brand, then you probably need some rebranding.
However, if you’re rebranding because your competitor recently launched a rebranding campaign on their own Instagram and you feel you’re lagging behind, or you’re trying to hop on a new marketing trend that might not concern your target audience at all, or you’ve recently found a cute website in your niche that’s inspiring you, then you’re not rebranding for the right reasons.
And rebranding your business for the wrong reasons will cost you.
For example, in 2019, Weight Watchers decided to invest in a huge rebranding campaign, changing their name to WW in their efforts to be more inclusive. Although their intentions were good, the rebrand backfired. They lost over 600,000 subscribers by the end of that financial year.
By being intentional in your rebranding efforts, you’ll ensure that with every step you will create a better brand for your small business so that it connects instantly with your ideal customer and tells your story in the most authentic way.
Need help creating your unique brand identity? Read my guide to visual branding here!
Now that you’ve had time to do some soul-searching and are absolutely sure you want to rebrand your small business, let’s move to the next step: how do we rebrand our small business on Instagram?
Well, after working closely with clients to rebrand their small businesses, I have had the opportunity to watch their social media teams completely nail their online rebranding campaign and get their followers to stop scrolling in awe!
So, if you have rebranded your small business and are now ready to announce your brand makeover on social media, here are some steps that are sure to help you!
Nobody can resist a little tease. Offer a sneak peek of your rebranding in your Instagram stories and encourage your followers to engage with the posts. Add fun GIFs, polls, and other interactive stickers that will grab people’s attention.
Consider doing this when you are still working on your brand so that you can gauge the reaction of your audience and measure how positive it is.
You could even ask for feedback from your closest fans, past customers, or trusted partners. Feedback is essential in creating something that connects instantly with your tribe!
Your audience is your brand ambassador. Trust their feedback and tweak your rebranding as necessary. Did past clients raise a concern about your new logo or slogan? That might be worth investigating and discussing with your brand designer.
One thing to note though is that not all feedback has equal weight.
Some people care about your business and what change you want to bring to the world more than others. And some are just more in tune with your mission than others. So, always take feedback with a grain of salt and choose the ones that make sense to you!
Now that you’ve tweaked your rebranding and you are getting ready to launch your newly rebranded small business on your Instagram account, it’s time to build tension!
Just like the teasing phase, building tension is used to grab your followers’ attention. They need to feel that your rebranding is something exciting to look forward to.
How do we do this? Well, create some pre-announcement posts telling them that you will be rebranding soon and to save the date. You can do another sneak peek post as well.
Get your audience hooked by adding a countdown on your Instagram stories and asking them to tap the countdown so they are notified of the Big Day!
And the time has come! Go all out with your rebranding. Don’t hold back.
Think about sharing your announcement on Instagram posts, stories, videos, REELS, and lives. Instagram REELS has proven to be the most pushed content type on the platform currently, so don’t let this opportunity slip past you!
Your followers will also be curious about why you rebranded in the first place. They also need to feel. After the official announcement is the best time to tell your story and explain your reasoning behind the rebranding.
How much engagement are you getting? Are you attracting the right crowd? Don’t let yourself fall for vanity metrics such as likes and comments. Dig deeper and measure how well your rebranding is working by going through your analytics and seeing how well each post performed.
Use analytical tools on social media tools like Later or Buffer to find trends and conversions. For instance, how many posts have lead a follower to like, visit your profile and click on your website? Make notes and try to find out if there is anything successful posts are sharing in common that you can now use as a guide for future content!
Rebranding is a super fun part of every small business that is growing. And a successful rebranding is so rewarding too.
But, rebranding can also be overwhelming and confusing, especially when you are trying to do it all by yourself.
If you need more clarity about your brand strategy and creating your authentic brand identity, click here to watch the free Get Your Brand Together Masterclass and I will take you through how to create an intentional brand that stands out.
While having a drop-dead gorgeous brand is amazing, I want you to always remember this: it takes time to build a strong brand online. The most recognizable brands, such as Coca-Cola and Nike, have achieved success by focusing on consistency above all.
Sending you plenty of good vibes so that your rebranding on Instagram is a total success!