How to Rebrand Your Business and Domain Name

written by

Joe Uddeme

Joe Uddeme

How to Rebrand Your Business and Domain Name

Looking to rebrand your business? It’s not an easy undertaking to rebrand an established business – I’ll walk you through some of the things to watch out for when working on a rebrand for your business.

How to rebrand a business

Branding is a critical consideration for every business. Branding refers to promoting your products with a distinctive feel and design. It’s an ideal way to differentiate yourself from competitors.

No matter how good your products are, you won’t sell them without proper branding and customer awareness.

Branding isn’t an easy task. We wouldn’t have many companies struggling to sell themselves if it was. The world is littered with failed branding strategies even from big brands.

Netflix’s struggled early on to use Qwikster to break out its DVD rental service and its streaming service.

However, a failed branding strategy isn’t the end of the world. Any business can rebrand and make it right with consumers. Netflix didn’t give up when its Qwikster brand failed. It continued DVD rentals with its usual name (successfully) before pivoting to video streaming later.

When your initial branding strategy doesn’t work, the intelligent thing to do is a rebrand, and there are specific factors to consider when doing that.

Be clear on what’s driving the rebrand

Before initiating rebranding efforts, you must be clear on what’s driving the need for the rebranding. There are varying reasons for a business to rebrand, and each demands different strategies.

The most common reasons for rebranding include:

  • Having an outdated brand
  • To reposition your brand
  • Reputation management

Brands can become outdated when they fail to keep up with rapid changes in modern style and influence.

For example, a social media site from the early internet days won’t survive well in this current internet age when we have vastly different demographics. The early social media platforms became outdated over time and those that failed to rebrand lost market share.

You can also rebrand to reposition your company’s business strategy. If your original name focused on a niche, but has evolved to target a broader offering.

FilterEasy to Second Nature is a good example of a brand that changed brand names to better align with their new offering. They originally focused on selling only filers, but evolved to sell home care products.

Businesses also rebrand for reputational purposes. You may have started with a well-meaning name that unfortunately became associated with negative things in the future. A typical example is a Chinese fashion retailer named ISIS that had to rebrand when the name became associated with terrorist activities.

Focus on the Core Messaging

Your rebrand should have clear and concise messaging. You should be able to tell a story with your new brand that customers can relate to. Just don’t rebrand without context because it can irk existing customers.

Let them know why you’re rebranding (see no. 1 point) and why it’s better for the business. A simple explanation goes a long way in making your customers empathize with you despite the short-term inconvenience.

Consider your audience, market, and competition

It would help if you thoroughly evaluated how your rebranding would affect your existing audience (customers) and standing against competitors in the market. Ensure you research to validate if your rebranding reasons are appropriate.

How would your customers react to an unfamiliar brand name? Is there intense brand competition in your industry? These are good questions to ask before initiating any rebrand. You must be sure that the direction of your rebrand matches what customers want.

There are two main types of branding research; quantitative and qualitative. Quantitative research entails collecting and analyzing numerical data to find patterns, while qualitative implies using non-numerical data.

Publicize your new brand

Your rebranding efforts will be futile if you don’t make customers aware of it. Consumers have short attention spans, meaning they can easily forget your old brand. Once you rebrand, assume you’re a newly-formed brand and market like one. Buy ads on social media platforms, search engines, TV, etc., to spread the word about your new identity.

How do I rebrand an existing business?

Buy a new domain name

In this digital age, not having a website puts you on a lower level than your competitors. Hence, the first step to rebranding an existing business is securing the proper domain name.

Before choosing your new brand name, check if a corresponding domain name is available. Your domain name is how customers would find you, so you can’t afford to make errors here.

You can buy any available domain name through any domain registrar. However, there are cases where a domain you want is already taken, and you see yourself having no other choice.

Don’t fret. You can enlist a domain name broker (like Name Experts) to find and contact the owner with an offer on your behalf.

Change your logo

A logo is an essential aspect of any brand because it’s one of the first things a customer recognizes and identifies with. Hence, you should change your logo during rebranding to signal your new brand identity. You can make your logo simpler for customers. Likewise, you can use unique colors to make your new brand stand out from your former.

Change your slogan

Many brands have a slogan that customers resonate with, e.g., Nike’s “Just do it” and Disneyland’s “The happiest place on earth.” It would be best if you changed your slogan when rebranding to flaunt your new brand identity.

Create new ads

You should create advertisements fitting your new brand identity. Your ads will now use a different slogan, color palette, keywords, etc.

What does it mean to rebrand a business?

Rebranding is the process of changing an organization’s corporate image. It entails creating a new look and feel for an existing company to influence customer choices. A rebranding company would typically change its name (and domain), logo, slogan, vision, mission statement, etc.

Why would a company rebrand?

There are various reasons why a company would rebrand. It could be repositioning themselves for a new business strategy, reputational management, or simply fixing an outdated brand. If a company is switching from a niche market to a larger one, it’s wise to rebrand appropriately to match its new focus (e.g., FilterEasy to Second Nature).

Likewise, if a company’s brand suffers from a poor reputation due to internal or external causes, a rebrand can help avert it.

Should you rebrand your business?

Rebranding is a hectic and expensive undertaking that you must do only with a clear goal. If you’re not looking to change your strategy, avert a reputational crisis, or face other standard issues that call for rebranding, we advise you to avoid it.

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This is particularly important for individuals and businesses that value their online privacy and want to prevent unwanted solicitations, spam emails, and identity theft. By keeping your personal information private, you can enjoy peace of mind knowing that your online presence is secure and your identity is protected. How to Register a Domain Anonymously There are several methods to register a domain name anonymously, including: Using a Domain Registrar that Offers Anonymous Registration: Services like Namecheap or Google Domains provide options for anonymous domain registration. Additionally, some registrars offer a free domain name with their services, which can be an added benefit. Utilizing a Proxy Service: Services like Domains by Proxy or Uniregistry can mask your personal information, ensuring it remains private. Registering Through a Third-Party Service: Using a VPN or a domain anonymization service can help you register a domain without revealing your identity. Using a Domain Broker or Marketplace: Engaging a domain broker or using a domain name marketplace can help maintain anonymity during the registration process. Some registrars offer a free domain with hosting packages, which can lower overall costs and enhance the appeal of their services. Using a Domain Privacy Service: A domain privacy service can protect your personal information by replacing it with the service’s contact details. Verifying Domain Privacy Protection To verify whether your website has domain privacy protection, you can easily check the WHOIS database by entering your domain name in the search bar. Look for a generic name, contact address, or email address that forwards messages to you. If you find any of your details apart from what’s in the Domain Information panel, consider enabling domain privacy. You can also check with your domain registrar to see if they offer domain privacy protection services. Ensuring that your domain has privacy protection is a simple yet effective way to safeguard your personal information and maintain your online privacy. Security and Protection Anonymous domain registration provides an additional layer of security and protection for domain owners. By keeping personal information private, individuals and businesses can: Protect Against Cyber Threats and Unwanted Exposure: Keeping your personal details hidden helps safeguard against cyber threats and unwanted exposure. Prevent Domain Hijacking and Fraud: Anonymous registration reduces the risk of domain hijacking and fraudulent activities. Maintain Confidentiality in Sensitive Situations: It ensures that your identity remains confidential in sensitive transactions. Enhance Security Against Ransomware Attacks and Other Cyber Crimes: Anonymous registration adds a layer of security against various cyber crimes. Ensure Personal Information Remains Hidden from Public View on WHOIS: Your personal details are not displayed in the public WHOIS database, protecting your privacy. It is essential to note that while anonymous domain registration offers numerous benefits, it is crucial to choose a reputable domain registrar that provides reliable privacy protection services. Additionally, individuals and businesses should be aware of the potential limitations and considerations when registering a domain name anonymously, such as specific restrictions or policies regarding anonymous registration for certain domain extensions (TLDs). Maintaining Anonymity Maintaining anonymity when registering a domain name is crucial for protecting your personal information and preventing unwanted solicitations. Here are some tips to help you maintain anonymity: Use a VPN to mask your IP address and location. Use a secure email service that offers end-to-end encryption. Be cautious when sharing personal information online. Use a domain broker or a domain name marketplace to purchase a domain name anonymously. Consider using a proxy service to mask your personal information. By following these tips, you can ensure that your personal details remain confidential and your online presence is secure. If you need help, seasoned domain brokerage firms such as NameExperts.com can streamline the process. Regulatory Considerations Compliance with ICANN Regulations ICANN regulations mandate that domain registrars collect and store accurate contact information for domain owners. This requirement ensures that the domain registration process remains transparent and accountable. However, ICANN also recognizes the need for privacy and allows for anonymous domain registration through the use of proxy services or private domain registration. To comply with ICANN regulations, domain registrars must: Collect and Store Accurate Contact Information: Registrars are required to gather and maintain up-to-date contact details for all domain owners. Provide Options for Anonymous Domain Registration: Registrars should offer services such as proxy registration or private domain registration to help domain owners protect their personal information. Educate Domain Owners on Risks: It is crucial for registrars to inform domain owners about the potential risks associated with public WHOIS data and the benefits of opting for anonymous registration. Offer Tools and Services for Privacy Protection: Registrars should provide tools and services that enable domain owners to safeguard their personal information and maintain privacy. By adhering to these guidelines, domain registrars can ensure compliance with ICANN regulations while offering robust privacy protection options for domain owners. This balance between transparency and privacy is essential for maintaining trust and security in the domain registration ecosystem. General Data Protection Regulation (GDPR) Implications The General Data Protection Regulation (GDPR) has significant implications for domain registration and WHOIS data. Under the GDPR, personal data cannot be shown without consent. This means that domain registrars must obtain explicit consent from domain owners before publishing their personal data in the WHOIS database. If you’re a domain owner, you can request that your personal information be removed from the WHOIS database by contacting your domain registrar. This regulation helps protect your personal information and ensures that your privacy is maintained. Limitations and Considerations While anonymous domain registration offers numerous benefits, there are some limitations and considerations to keep in mind: Some domain extensions (TLDs) may have specific restrictions or policies regarding anonymous registration. Ensure that the domain registrar you choose has a reliable privacy protection service and a good reputation in the industry. Some domain registrars may require identification verification, but not all do. Anonymously registering a domain name may not be possible for all types of domains, such as country-code top-level domains (ccTLDs). Domain privacy protection services may not be available for all domain registrars, so it’s essential to check with your registrar before purchasing a domain name. By being aware of these limitations and considerations, you can make informed decisions when registering a domain name anonymously and ensure that your personal information remains protected.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

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