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5 Things to Consider for Rebranding Your Amazon Store
There are several benefits to rebranding your Amazon store account. To effectively engage modern buyers, you may only need a fresh coat of paint. Alternatively, your brand may have outgrown its initial shape and need a new Amazon store name and/or style to reflect this transformation. The first thing in this Amazon store rebranding guide is understanding the reason behind rebranding and renaming a business or rebranding a product. Is your brand in need of an update to keep up with the times? Are you repositioning yourself in the market with a new purpose? You can guide the form and scope of your rebranding by your response to this question: are you rebranding totally or partially? In this article, we will discuss some Amazon store rebranding guidelines to help you navigate this step for your business.
What is Rebranding?
Rebranding a business or rebranding a product entails a new name, logo, packaging, and tone of voice. You can update some of those features, usually only the product packaging and/or logo in a partial rebrand. Because their brand name has established authority, most brands simply rebrand in part.
The scope of your branding also has an impact on how much attention you should pay to it. If the changes are minor, there's no need to draw attention to them unless you're seeking to get exposure. Because this will demand effort from your staff, you must decide whether the benefits of publicity outweigh the expenses of labor.
If you show a consumer the new packaging/logo, and they don't see a difference, it's probably not worth all the PR effort.
If the changes are important, you should announce the update in a highly deliberate and proactive manner. This is major news, and depending on how effectively you handle it, it might be a headwind or a tailwind for your company. Customers and investors will be enthralled if you do it properly. If you do it badly, clients will be surprised by the branding and dubious of the product's genuineness. Let's dive deeper in rebranding and renaming your Amazon store account.
Rebranding Your Amazon Store Account
If you've just done a partial rebrand you can measure the success based on sales and the amount and quality of customer reviews. You can also gauge it by listing bounce rates and ad performance.
If any of them perform poorly, it might imply that customers are unaware of the branding. It is possible that customers are not clicking advertising, not purchasing products, or giving negative reviews. If all of these indicators stay positive, you've done a good job. It's worth remembering that Amazon is a dynamic, live environment, so performance might be influenced by things other than the branding.
If you did a thorough process of rebranding your Amazon Store Account, you'll be able to evaluate your success from a more holistic perspective.
You should compare your previous and current product rank, listing traffic, sessions, conversion rate. Your team should consider your sales, reviews, and marketing performance before and after the rebranding and renaming.
You may also use keyword tracking tools to compare organic searches for your old and new names on Google and Amazon. For at least a few months, searches for the old name will significantly outnumber those for the new name while you re-establish brand recognition.
A complete rebranding takes far longer than a partial rebrand. It's probable that you won't see the full benefits of your work for 6-12 months.
Things to Consider in Rebranding Your Amazon Store
Rebranding and renaming are not something that every company should do. As an Amazon seller, it's important to first understand what rebranding entails.
In a nutshell, rebranding is a business approach that tries to give an existing product, brand, or organization a new appearance or feel. Customers' perceptions of a product or service are revived as a result of rebranding and renaming. As a result, a rebranded product appears more current and modern in the eyes of the consumer.
Proactive and reactive rebranding are the two forms of rebranding. The former is a method for a company to expand by identifying new market possibilities.
The latter, on the other hand, denotes a reaction to a changing environment that necessitates a company to rebrand in order to stay afloat.
Reasons Why You Should Do Rebranding and Renaming
The COVID-19 pandemic has had a significant impact on the eCommerce environment. Some online vendors, notably Amazon sellers, have found themselves in a situation where they must rebrand in order to stay afloat.
Here are some of the top reasons for rebranding. It can provide you with reasons why it can be the ideal choice for your Amazon business.
- Amazon rebranding is one of the finest ways to give your business a fresh lease on life if your branding is outdated.
- Rebranding a business is a way for Amazon merchants to set themselves out from the competition.
- Rebranding your Amazon store account can undoubtedly assist enhance the reputation of Amazon businesses. It is beneficial for Amazon store accounts that received unfavorable reviews and have a bad online reputation.
- Rebranding and renaming would be the ideal marketing technique to accommodate your Amazon business's development as it changes and expands.
- Rebranding an Amazon store account might also assist Amazon merchants who have joined another firm.
- FBA sellers that wish to engage with a different audience might use Amazon FBA rebranding.
- Another reason to change your Amazon store name or store items is when a company expands to other markets, such as Amazon's worldwide marketplaces.
- Overall, Amazon Rebranding should be conducted either proactively or reactively in order to increase brand recognition while also boosting growth and profit.
This strategy demonstrates that your company is forward-thinking, modern, and current. As a result, you'll stand out as an eCommerce industry leader.
Amazon Store Rebranding Guide
1. Rebranding a Business: Start with the business plan.
Any rebranding approach should begin with a solid grasp of the rebranding's commercial purpose. Is it motivated by a desire to expand faster? Is it necessary for your company to fight against larger, more established competitors?
Some of these business cases are simple to construct, such as a merger between two companies. Others, like outgrowing your image, are more subtle. You risk wasting a significant amount of resources if you are unclear about the business justification for the endeavor. Other compelling reasons to rename your professional services organization include the following:
- You must compete on a higher level or in a different market.
- Your brand isn't representative of who you are anymore.
- Your company is a spin-off from a well-known brand.
- There is a legal justification for you to alter.
- You should simplify and concentrate your message.
- You've hired a new marketing group.
- You're about to launch a new service line.
2. Investigate your business and potential customers.
When you've decided on a strategy for rebranding a business, the following step is to undertake independent research on your company and clientele. If you're trying to break into a new market, your research should also involve your new target customers.
The goal is to have a clear picture of your present brand impression and capabilities.
You'll be functioning only from an internal perspective if you don't conduct this study. Our own study into professional services buyers and sellers reveals that almost every company has blind spots that influence how the market perceives them. We are, after all, all humans. You will establish a brand on erroneous assumptions if you do not conduct objective research.
3. To capture your brand strategy, use positioning and messaging.
The substance of your brand strategy will emerge when you create your business's market positioning and message architecture. Your market positioning is a succinct representation of your place in the market. Are you a low-cost provider or an inventive leader?
Many of your later selections will be influenced by your stance. You can't, however, just make anything up. It must strike a balance between who you are as a company and who you wish to be. If you can't back up your positioning, your brand will be hollow.
Your messaging architecture explains what you want to say to each of your primary audiences. These messaging must be supported and aligned with your whole brand.
4. Establish a Brand Identity
This stage of rebranding a business is where you build the visual components that will express your brand as part of your rebranding approach. Consider your company's name, logo, slogan, colors, business card design, and stationery, among other things. These features are frequently detailed in a brand style guidelines document. This lays out a set of principles for ensuring that your brand is applied uniformly throughout all of your marketing materials.
Many people mistake these components for your brand. Your brand is your reputation and exposure, not the name or emblem of your company. Your brand identity is a visual representation of your company.
5. Enhance your Amazon Store Account and Website.
Your Amazon Store Account and website are the most crucial tool you have for communication. It's the spot where you can give each of your audiences a captivating tale. It'll be the first place a potential customer looks to learn more about your company.
A website and your online presence are without a doubt the beating heart of a modern business. Your Amazon store will surely be a part of the strategy of rebranding a business. A website is constructed on the framework of your communications architecture in a very practical sense. It is the comprehensive manifestation of your posture when combined with your remaining online presence (think social media, for example).
6. Collateral for Marketing
You'll create all of the marketing materials you'll need to deliver your brand and service messaging at this step in your rebranding approach. Pitch decks, proposal templates, brochures, one-sheet fliers, and trade show booths are all examples of collateral.
These are the tools you'll utilize to get your point across. They should be a part of your overall brand strategy.
7. Plan to Build a Brand
Develop a plan to market and reinforce your new brand as the final step in your rebranding approach. What method will you use to start it internally? It is critical in professional services that your staff accept the new brand. They are, after all, your product.
It's also critical to create a brand that communicates your company's reputation and skills, as well as its name. It ought to convey your market positioning. Professional services require a distinct approach to brand development.
Some rebranding attempts fail as a result of attempting to rush the process. Others fail because they choose the wrong collaborators. It doesn't have to be that way, though.
Begin with a well-thought-out rebranding plan. Look for a seasoned partner. Give rebranding the attention it deserves, and you'll reap the benefits. A well-positioned company that expresses its brand effectively is a tough rival.