1. Creating a New Identity (Without Torching the Old One)
While it might be wise to totally invent yourself if your brand has gone totally toxic, in most cases it makes sense to build on whatever name recognition you've achieved in the past. That's why you so often see announcements like "X company is now Y company!" You probably want to make a graceful transition to your new brand that leverages whatever positive power your old brand still possesses. At the same time, you want don't want to convey a sense that nothing meaningful has changed. Your marketing content should emphasize the new advantages, capabilities, and benefits included in this brand change so your target market will get excited about it and want to know more.
Just don't fall into the trap of bad-mouthing your previous brand; "We got this and that wrong, but we're better now." Honesty is good, but you don't want your audience thinking, "Yeah, guys, but you used to be all enthused about the old version, so why should I trust this new pitch?"
2. Rewriting Your Website
If you were rebranding a "brick-and-mortar" business's identity from top to bottom, you would no doubt remodel your stores so shoppers would experience that new identity as they browse. Well, the same goes for your virtual storefront. Your website will be entrusted with the task of presenting your new products or services, telling the story behind your new brand, and guiding visitors through the sales funnel until they're in a position to be converted into buyers.
Resist the temptation to do a patch job on your website content. By the time you've finished massaging individual bits of text to fit the new brand message, you'll be grumbling obscenities and wishing you'd just started over with a fresh new approach. You might even spend less time, money and effort by beginning with a clean slate.
3. Broadcasting the "New You" Through Social Media
Now that you've built your new brand, along with a new website to back it up, how do you let the world know that you're better than ever? In this day and age, of course you'll need to take to social media -- but don't reinvent the wheel. Remodel and rename your existing social media channels, instead of simply opening new ones, so you can carry all your existing followers with you in this transition. Fill up those channels with as many "Coming Soon" announcements, special offers, and interactive conversations as you can to get the buzz focused on your re-branding.
Don't hinge your social media success on little Tweets and Facebook one-liners. Blog your head off (with multi-channel links to and from the articles) to elaborate on all your exciting changes and keep building that wealth of relevant content Google seems to love.
These rebranding steps may sound intimidating, but you don't have to take them alone. In addition to hiring a professional copywriter for your new brand content, make use of graphic designers, digital marketing agencies, and marketing strategists to help you brand yourself for the better!