Maximizing audience engagement with digital rebranding tactics
By Seun Johnson
Rebranding is more than changing brand’s logos, tagline or colour schemes. It is a marketing strategy that involves crafting a story, engaging audiences and changing the public’s perception about the rebranded product.
Unlike in the past, the advent of social media has transformed how brands approach rebranding. Digital platforms have become dependable tools and strategies for businesses, enabling them to captivate audiences and maintain control of the narrative.
In 2018, Telecom giant, Airtel significantly utilized social media for rebranding during their logo and brand identity overhaul. The company leveraged platforms like Twitter, Facebook, and Instagram to unveil the new design, engage with customers, address concerns, and generate widespread conversation about the rebrand.
By creating dedicated hashtags to encourage user-generated content and discussions around the rebrand, Airtel deployed digital channels to officially unveil the new logo and brand identity with accompanying visuals that explained the design philosophy.
Also, when Coca-Cola revamped its Diet Coke line in 2018, the brand did not just update its packaging; it launched a full-scale digital campaign designed to spark curiosity and conversation.
By utilizing social media teasers, behind-the-scenes videos, and interactive polls, the carbonated company created buzz that turned loyal customers into advocates and curious onlookers into fans.
Other notable brands that adopted this strategy fort their rebranding include Access Bank, MTN Nigeria, and GTB. They all leveraged platforms like Twitter, Instagram, and Facebook to engage with younger audiences, showcase a modern brand image, and promote positive brand associations through creative campaigns and interactive content.
One of the major tactics in digital rebranding is to locate audience exactly where they are. whether it is Instagram, TikTok, or YouTube, brands must ensure they create contents tailored to the specification of each platform.
Transparency of brand is also key to rebranding. These days, audiences are craving for authenticity and brands that open up about their rebranding journey often see higher engagement rates.
Timing also plays a very crucial role in rebranding. Industry experts believe that strategic use of countdowns, limited-time offers, and exclusive first looks increase anticipation among audiences.
Rebranding in the digital age is not just about refreshing a brand’s image; it is about building a movement that sparks conversations and leave a lasting impression. And with the power of digital tools, brands can convert rebranding from a corporate exercise into a shared experience that resonate with their audience.
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