Relating to the time period “rebrand,” most of the people bring to mind main corporate rebrands like Dunkin’ or Lego. On the other hand, corporations are not the one entities that can to find themselves wanting a transformation.
Occasionally, content material creators will want to rebrand, too, particularly if the writer’s pursuits have modified or the writer must stay alongside of the most recent shopper traits or adhere to new platform tips.
If you wish to rebrand, you might surprise learn how to rebrand as a writer and stay related. To get some perception, I spoke with writer, blogger, and YouTuber Lisa De Los angeles Cruz, who not too long ago went thru a rebrand herself.
This is her tale and pointers for creators having a look to change up their content material.
The Problem of Rebranding as a Writer
Easy methods to Keep Related Via a Rebrand
Why a rebrand?
As I discussed previous, there are lots of causes a content material writer would possibly make a selection to rebrand. In De Los angeles Cruz’s case, the COVID-19 pandemic performs a task in her choice to switch her content material.
“I rebranded as a result of, on the top of the pandemic, the content material I used to be developing was once very native,” she says, recalling her content material that was once aimed toward her fatherland of Studying, PA. “And because of rules, I could not proceed interviewing other people in particular person. It additionally wasn’t making me glad anymore.”
De Los angeles Cruz started transferring her focal point towards the anime and manga trade to seek out her spark and stay developing amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime fans for her podcast, The Marvel of Anime, and evaluation anime and manga for her YouTube channel and weblog of the similar title.
“I had slowly began transferring my content material on this new path, and it was once in point of fact making me glad,” she says. “I noticed this can be a matter the place I will be able to interview other people from in every single place as a result of I shouldn’t have to peer them in particular person. I will be able to use Zoom.”
The Problem of Rebranding as a Writer
In fact, pivoting to another area of interest as a writer is not simple, particularly in case your fans are not on your new path.
“There certainly was once a transformation in my target audience as a result of, on the time, maximum of my target audience was once native, they usually weren’t lovers of anime,” De Los angeles Cruz says. “So I certainly had a drop in target audience to start with.”
Thankfully, De Los angeles Cruz’s platform grew as she persevered in her new area of interest.
“If I do know myself and know the guts of what I am doing, then I do know that is true to me and I simply must push ahead that approach,” she says.
Easy methods to Keep Related Via a Rebrand
So, how did De Los angeles Cruz develop her platform post-rebrand, and what are you able to do to make your rebrand a luck? Listed below are some professional pointers she says could make for a easy transition.
1. Believe interesting to an untapped marketplace.
“The brand new form of content material that I used to be making was once distinctive within the sense that I used to be overlaying issues that did not have a lot of a focus,” she explains, “comparable to an previous collection or nostalgic issues that individuals could have forgotten about.”
Through the years, De Los angeles Cruz says her content material started to draw anime and manga fans who had been glad to peer her shine a gentle on cult classics.
“I tapped into a brand new target audience and a particular area of interest that hadn’t been touched on,” she remembers. “I believe that in point of fact helped as a result of other people had been excited to peer any person give illustration to a sequence they experience however is not ceaselessly mentioned.”
2. Know why you wish to have to rebrand.
Whilst creators should stay alongside of the most recent shopper traits, De Los angeles Cruz warns transferring traits and numbers should not be your sole motivator.
“Truly consider why you wish to have to rebrand,” she says. “For me, it wasn’t about rising a unique target audience — I simply sought after to stick true to what I love and am keen about. I might warn in opposition to switching on account of numbers.”
Audience are very perceptive, and De Los angeles Cruz says they are going to know in case you are rebranding simply to stick within the highlight. Doing so can foster mistrust and make your logo appear inauthentic — and authenticity is helpful in branding.
Actually, 88% of shoppers say authenticity is essential when deciding what manufacturers they prefer and make stronger.
3. Cross all in.
“Cross 100% in. In case you are in-between and you are teasing your target audience through doing a little previous stuff and new issues on the similar time, you’ll lose other people and confuse other people,” she says. “That may be a turn-off for your target audience.”
De Los angeles Cruz says in the event you do a pivot, make it a difficult one.
“I to find it is helping identify your new target audience since you’re now not giving other people false hope that you are nonetheless going to create your earlier taste of content material.”
4. Keep in touch your rebrand for your target audience.
Relying on how lengthy you could have been a writer, your target audience could have adopted you for years prior to you rebranded your platform.
De Los angeles Cruz says you must recognize the connection you could have constructed together with your audience and to stay them within the loop of your new generation.
“There’s a courting between you as a content material writer and the target audience eating your content material,” she says. “Occasionally doing a difficult pivot with out making it transparent can really feel distrustful for your target audience, particularly if they did not see it coming.”
De Los angeles Cruz suggests making a transparent observation to turn appreciation and to permit your target audience to come to a decision in the event that they need to practice you for your new adventure.
This observation can are available in a YouTube video, a social media publish, an e-mail, or a e-newsletter.
Above all, De Los angeles Cruz says to be assured on your choice.
“Your rebrand is most likely one thing you could have been desirous about and weighing on you for a while, so be assured that your rebrand will do in addition to your earlier content material,” she explains.
“You wish to have to consider it so your previous target audience and novices will consider in it and practice your new adventure.”
