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Dos and Don'ts of Rebranding - TBEX North America 2018

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Becky Pokara's presentation on rebranding a travel blog from the TBEX North America 2018 conference.

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Dos and Don'ts of Rebranding - TBEX North America 2018

  1. 1. Is it Time to Rebrand Your Blog? Becky Pokora @sightDOING
  2. 2. Branding is the representation of your blog’s purpose, values, and core messages. Your brand name, logo, aesthetic, and content should work together to send a consistent message that your audience can identify with.
  3. 3. Why Rebrand? Your brand no longer represents your content You’ve pigeon-holed your message to something you no longer value You want to focus on a new niche Your brand story is no longer relevant When done successfully, a rebrand can position you to better communicate with your readers and partners.
  4. 4. Why Listen to Me? Two major rebrands: one spectacular failure and one great success
  5. 5. What is the mission or purpose of your blog? Describe your audience in one sentence. What three things do you love sharing with your audience?
  6. 6. Surprise: You Might Not Need a Rebrand! If there aren’t major changes to your mission, content, or audience… DON’T WASTE YOUR TIME! Change Your Mindset to a Business-Centered Plan Commit Time and Money to Your Blog Consider a Second Project
  7. 7. DO: Consider Your Name Carefully Pretend you’re naming a baby - you only want to do it once! Choose something memorable KISS and avoid complex spellings or long phrases Confirm that you can register the domain and social media handles
  8. 8. DON’T: Hold Placeholder Social Accounts Keep Your Followers instead of asking for a re-follow Major social media (FB, Twitter, IG, Pinterest) is EASY to change names
  9. 9. DO: Get Technical Back-up your site! 301 Redirects essential for SEO Even still, you may see temporary dips in traffic Monitor, monitor, monitor! (and clean up as necessary)
  10. 10. DO: Get Technical Migrate to new domain Duplicator Plug-In $49 **Includes back-up features Keep Your Social Counts Social Warfare Pro $29 Set Up Redirects Performance Foundry $490 **code tbex for 5% off
  11. 11. DO: Set Aside Time You need time to think things through AND to make it happen Anticipate hiccups with the transition Plan the transition to occur at a time you can react and are not overextended Not to mention, a re-brand is a GREAT time to create new content
  12. 12. DON’T: Expect to Do It All Yourself Lots of moving parts: Template Change, Logo Design, Webmaster Tools/Search Consoles, Updating Links, Updating Profiles (affiliates, influencer networks, ad networks), Media Kits, Redirects, Reviving Old Content, Emailing Connections What can you outsource?
  13. 13. DO: Set a Realistic Budget • Biggest cost: outsourced labor & assistance • Minor costs: double domain names, G-Suite, plug-ins, business cards • Opportunities: Boosting posts and advertising momentum • Business: Re-registering LLCs? Trademarks? Also expect a (temporary) drop in affiliate and ad earnings
  14. 14. The Physical Act of Re-Branding is Just the Start Commit and integrate Leverage this opportunity to reflect broader change Harness the inertia and keep your motivation & work ethic going
  15. 15. Any Questions? sightdoing.net / becky@sightdoing.net / @sightDOING