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3 Things to Consider When Rebranding a Website

3 Things to Consider When Rebranding a Website

Rebranding a website is more than simply giving it a new look. It could include changing your brand and domain name, brand colours, logo, typography, messaging and even reframing the products and services you offer.

With that in mind, you need to consider three key things before starting your website rebrand. This will help with the decision-making process down the line and ensure your new website serves its purpose.

1. What are your goals?

The first step in rebranding a website is goal setting. After all, you need something to aim for before you can plan how to get there. Think about where your brand is right now and where you’d like it to be. What are your brand’s weaknesses in terms of its online presence and how could they be improved? What do you hope to achieve with a rebrand? This could be anything from modernising to repositioning or even crisis recovery.

Outline specific goals and how you’ll gauge success. For example, if you want to improve user experience in order to increase conversion rates, identify the analytics you’ll use to monitor any changes and get some specific targets in mind.

2. What’s working for your competitors?

Your competitors can tell you a lot about your brand and help you identify where you stand in the marketplace. Before you start your website rebrand, take a look at your competitors and other businesses that you admire. Look at how their websites are designed, their brand messaging (the language they use) and positioning (how they’re perceived by others). What are they doing well and what could they improve? Take inspiration, identify your own brand’s USPs and find a gap for your business.

Assessing your competitors will also help you avoid using similar imagery and brand colours for better originality. On top of this, you’ll be able to identify relevant trends and audience values. For example, many brands are now focusing on authenticity, sustainability and functionality, as these are important factors to lots of customers.

3. Who is your audience?

Leading on from the last point, knowing your audience is the key to any successful website rebrand. Your brand needs to tie in with them and the problem they want to solve. Your preparation should therefore include extensive market research, data analysis and the development of a clear customer persona. Look at who is buying from you and interacting with you online. Who are they? What drives them? What do they value? What do they want to know and how easy is it to find on your website?

Once you know who you’re targeting, you can develop your website’s navigation, brand messaging and design elements like suitable colours and fonts, around them.

Bonus consideration

When rebranding your website, the final thing to consider is whether you’re going to use an internal team or hire an external branding agency. A website rebrand is a much bigger task than many expect, with numerous technical and artistic factors to consider.

At BGN, our experienced team of branding specialists can offer expert advice, an outside perspective and a portfolio of proven results. Email us at to discuss your project and find out how we can help.