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5 Signs Your Business is Ready for a Rebrand

rebranding with tap house media

Rebranding is the natural evolution of any successful business or nonprofit organization. Some rebranding efforts can be subtle, like the addition of a new color or font on your marketing material, while others can be a huge transformation – think new logo, website, and target audience. It may not seem like big deal to notice a new font on a company’s business card but rebranding is always a declaration of your company’s commitment to evolution and upward growth.

Here are 5 signs that your business is ready and in need of a serious rebrand:

  1. You outgrow your original mission:

As your business evolves, so does your brand. Your mission 5 years ago, when you were a rookie in the entrepreneurial world, may not reflect what your brand has become. In this case, it’s time to start thinking about changing your look to match the “feel” of your company.

  1. You’re ashamed to give out your marketing material

We hear this a lot: “Don’t mind my website, I really need to update it.” and “Here’s my card, but it’s old….”. If you cringe a little bit when handing out your business cards or sending potential clients or customers to your website, you should most definitely start thinking about a rebrand. Yea, it’s time!

  1. You want to connect with a new audience

A sweet new brand will allow you to redefine yourself with the goal of reaching new and untapped audiences. Staying on top of demographic shifts is good business practice. Afterall, the last thing a young millennial wants is to associate itself with the brands of their parents’ generation.

  1. When the market is evolving quickly

Oftentimes, a rebrand is necessary to keep your business competitive in an ever-changing and growing market. Companies whose services may be top notch may get left behind because their brand is not associated with the “cutting edge”. In this case, rebranding as the market changes should definitely be part of your business plan.

  1. You’re not attracting top notch talent

As it goes, the best talent wants to work with the best brands – duh! If you’re having trouble recruiting the caliber of employees that is necessary for the advancement of your business, it might be because your brand is associated with subpar industry standards or a negative image. A rebrand allows you to redefine your business standards and practice, not just for your customers, but for your current and future employees as well.

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4 Essentials For A Great Website

4 Essentials for a great website

Online marketing has evolved drastically over the last 2-3 years. Staying on top of new trends in functionality can be challenging for a small business owner. Even trying to understand all the new terminology, such as “mobile optimization” and “dynamic content,” can get overwhelming. Don’t fret, we’ve got you covered! Tap House Media has broken down The 4 Essentials For A Great Website to help guide you on your journey to website greatness.

1. AESTHETICALLY BEAUTIFUL:

According to market research, our brains process visuals 60,000 times faster than text. Website aesthetic – not the written content on the screen – is your first chance to reach out and grab your audience. Without quality design, your visitors likely won’t take the time to read the content you’ve invested in.

The designer’s job is to create a compelling experience for the reader at the other end of the screen. We do this by using aesthetics and design to expose your brand. Your website should convey the spirit and culture of your company. Are you open and fun, serious and conservative, or friendly and informative? Each of these emotions would require a different imagery, layout and typeface for your website. Even the colors you use will impact visitors’ emotional experience on your site.

Website design elements are exponentially more powerful than content, in terms of mistrust. For example, if you land on a website that is outdated, not functional, and poorly designed with a busy interface and small fonts, you’re more likely to choose to bring your business elsewhere – more than likely to a company that showcases a website with a more professional, thoughtfully planned look.

Websites should be updated/redesigned every 3-5 years to stay up-to-date with new trends in design and functionality.

BOTTOM LINE:

Hire a professional to design the look and feel of your website. A great company will:

1. Meet face to face – get to know each other on a business/personal level
2. Take the time to get to know your brand and company culture
3. Be attentive to your deadlines and need for updates
4. Steer you in the right direction

2. OPTIMIZED FOR THE USER:

Your website is a tool that should ultimately serve your audience. From the visual aesthetics to the functionality, all design techniques should work together to improve your site’s ability to serve.

74% of businesses believe correcting your site’s user experience is key for improving sales, conversions, and loyalty. Really terrible sites fail because they were designed for a company, not for the reader.

If your visitor doesn’t know where to look and what to do on your page, they will leave. Look at every page element through your readers’ eyes and correct anything that is confusing or out of place. Not only does this serve your visitors, it will also improve your bounce rates.

BOTTOM LINE:

In 3 – 5 seconds, can someone look at your page and know: Who your company is, what you do, and what you want the visitor to do on the page? If not, revisit both your value prop and design with a professional team to highlight those important messages.

3. OPTIMIZED FOR MOBILE VIEWING (With Responsive Design)

People access your content from multiple devices – iphones, ipads, etc. The evidence of this mobile migration is compelling. Here are a few of the many statistics pointing to audience’s transition to mobile viewing:

1. 65% of U.S. adults sleep with their phones on or near their beds
2. Over 20% of Google searches are performed on a mobile device.
3. In the United States, 25% of internet users only access the internet on a mobile
device.
4. 61% of people have a better opinion of brands when they offer a good mobile
experience.
5. 25.85% of all emails are opened on mobile phones, and 10.16% are opened on
tablets.
6. In mobile SEO, Google penalizes sites that aren’t optimized for responsive
design.

BOTTOM LINE:

Having a mobile website is no longer simply a nice feature. It is now a necessity and literally impacts the growth of your business.

4.CONTENT MARKETING

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute

If you’re consistently creating content that’s helpful for your target customer, it will help establish you as an authority in their eyes. This is a great method for Sales and Service professionals, but obviously can be used for ALL business owners.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues via your blog.

BOTTOM LINE:

Begin a plan for content marketing and be consistent!

Content marketing drives traffic to your website. Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search.

Content marketing helps convert traffic into leads. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple – just add a lead-generating call-to-action to every blog post that directs to your landing page.

Blogging also helps you get discovered via social media. Every time you write a blog post,  you’re creating content that people can share on social networks — Twitter, LinkedIn, Facebook, Pinterest — which helps expose your business to a new audience that may not know you yet.

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Out With The Old. In With The New Website!

Years ago, Rachel Christiansen, my very good friend of 20+ years (Woah!) quit her teaching job to pursue her passion for photographing children and families. She was instrumental in paving the way for working mothers, like Tap House Mums Kelly and Heidi, to have a career they actually LOVE while also spending quality time with their kids. Not only was she like Wonder Woman in her new career shift but also wildly successful.

Over the course of 3 years, her direction, niche, and brand evolved into a sophisticated work of art. Like all busy mums/business owners experience, her website began to be neglected and was in desperate need of a face-lift. Rachel wanted something clean, simple, and easy to update and the Tap House Crew had just the right idea to bring her new, modern look to the forefront.

We began with a simple logo refresh and followed with a website design that married a minimalistic approach with functionality: