Anatomy of a Rebrand part 4
Since the insights keep coming, let’s look at them together.
I’m in the phase of the rebrand now where many things are happening at once. I’m working on the website in WordPress. Developing the look, the feel, the many images, the content, the offers. Many of these focus areas have come with insights — uninvited, unanticipated, and in many cases pretty ouch-y.
Testing your new unannounced high-end program on an existing client is dangerous.
First insight: Stealth beta testing is not for the faint of heart. You don’t know your new content well (you’re still creating it), so you may find yourself paying more attention to the content than to your client. I’m here to tell you she’ll notice. She won’t like it; she probably won’t feel like you’re focused on her (because you’re not, at least not as much as she deserves). It’s a dumb move, I won’t be repeating it, and I don’t recommend it.
Working on the visual components and your marketing copy at the same time is challenging!
Second insight: Make sure you have good support and a good team. Unless you are a brand whisperer and designer like me you’ll probably never be in this position. Managing pixels, images, and words at the same time can really stretch your ability to get the job done. I could have DIY’ed this whole thing, but luckily for me, I listened to my coach. I have hired one of my team members to do a big chunk of the coding on the new site. Even if you’re DIY-ing your website, don’t do it alone. Do the parts that come easy to you (maybe it’s the copy writing, maybe it’s the images, maybe it’s creating the content for the pages) and invest in really good support for the rest.
Make sure your website is easy to edit.
Third insight: Lower the bar, get the content good enough, and launch. You don’t have to have anything perfect in order to share it with your tribe. Dynamic content is queen, yo. Give great thanks for WordPress (or any other easy-to–content-manage platform), and if your site is not on WordPress yet, talk to me. and find out what you need to do to make the change.
Once your site is on WordPress and launched, you can keep refining your copy, and your offers, and your fees as you go. If you still have a static website that forces you to do anything more complicated than log in, edit the page, and hit Update, you’ll find yourself making changes less frequently than you can (or must) to stay on top of changes in your business. There’s another big reason to keep your content dynamic: Google is favoring fresh content more and more. You’re doing yourself a search-rankings favor every time you add or change copy on your site.
What did I leave out?
It’s been quite a day! I’m sure I didn’t list all the good (ouch!) insights. If you have any other (re-)branding insights to share, let me know in the comments.