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Relating to the time period “rebrand,” most individuals consider main firm rebrands like Dunkin’ or Lego. Nevertheless, firms aren’t the one entities that will discover themselves in want of a change.
Generally, content material creators might want to rebrand, too, particularly if the creator’s pursuits have modified or the creator must sustain with the newest client tendencies or adhere to new platform tips.
If you wish to rebrand, you might marvel find out how to rebrand as a creator and stay related. To get some perception, I spoke with creator, blogger, and YouTuber Lisa De La Cruz, who lately went via a rebrand herself.
Here is her story and suggestions for creators trying to change up their content material.
The Problem of Rebranding as a Creator
How one can Keep Related By a Rebrand
Why a rebrand?
As I discussed earlier, there are numerous causes a content material creator could select to rebrand. In De La Cruz’s case, the COVID-19 pandemic performs a task in her resolution to alter her content material.
“I rebranded as a result of, on the peak of the pandemic, the content material I used to be creating was very native,” she says, recalling her content material that was geared towards her hometown of Studying, PA. “And attributable to laws, I could not proceed interviewing individuals in individual. It additionally wasn’t making me blissful anymore.”
De La Cruz started shifting her focus towards the anime and manga trade to seek out her spark and maintain creating amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime fans for her podcast, The Surprise of Anime, and assessment anime and manga for her YouTube channel and weblog of the identical identify.
“I had slowly began shifting my content material on this new route, and it was actually making me blissful,” she says. “I spotted it is a matter the place I can interview individuals from throughout as a result of I haven’t got to see them in individual. I can use Zoom.”
The Problem of Rebranding as a Creator
After all, pivoting to a special area of interest as a creator is not straightforward, particularly in case your followers aren’t excited about your new route.
“There positively was a change in my viewers as a result of, on the time, most of my viewers was native, and so they weren’t followers of anime,” De La Cruz says. “So I positively had a drop in viewers to start with.”
Happily, De La Cruz’s platform grew as she continued 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 method,” she says.
How one can Keep Related By a Rebrand
So, how did De La Cruz develop her platform post-rebrand, and what are you able to do to make your rebrand successful? Listed here are some knowledgeable suggestions she says could make for a easy transition.
1. Think about interesting to an untapped market.
“The brand new kind of content material that I used to be making was distinctive within the sense that I used to be masking issues that did not have a lot of a highlight,” she explains, “comparable to an outdated collection or nostalgic issues that folks could have forgotten about.”
Over time, De La Cruz says her content material started to draw anime and manga fans who have been blissful to see her shine a light-weight on cult classics.
“I tapped into a brand new viewers and a particular area of interest that hadn’t been touched on,” she remembers. “I believe that actually helped as a result of individuals have been excited to see somebody give illustration to a collection they take pleasure in however is not typically talked about.”
2. Know why you wish to rebrand.
Whereas creators should sustain with the newest client tendencies, De La Cruz warns shifting tendencies and numbers should not be your sole motivator.
“Actually take into consideration why you wish to rebrand,” she says. “For me, it wasn’t about rising a special viewers — I simply needed to remain true to what I like and am captivated with. I’d warn towards switching due to numbers.”
Viewers are very perceptive, and De La Cruz says they’re going to know when you’re rebranding simply to remain within the highlight. Doing so can foster mistrust and make your model appear inauthentic — and authenticity is invaluable in branding.
In truth, 88% of shoppers say authenticity is vital when deciding what manufacturers they like and assist.
3. Go all in.
“Go 100% in. If you’re in-between and also you’re teasing your viewers by doing a little outdated stuff and new issues on the similar time, you possibly can lose individuals and confuse individuals,” she says. “That could possibly be a turn-off to your viewers.”
De La Cruz says when you do a pivot, make it a tough one.
“I discover it helps set up your new viewers since you’re not giving individuals false hope that you just’re nonetheless going to create your earlier fashion of content material.”
4. Talk your rebrand to your viewers.
Relying on how lengthy you’ve got been a creator, your viewers could have adopted you for years earlier than you rebranded your platform.
De La Cruz says it is necessary to respect the connection you’ve got constructed along with your viewers and to maintain them within the loop of your new period.
“There’s a relationship between you as a content material creator and the viewers consuming your content material,” she says. “Generally doing a tough pivot with out making it clear can really feel distrustful to your viewers, particularly in the event that they did not see it coming.”
De La Cruz suggests making a transparent assertion to point out appreciation and to permit your viewers to resolve in the event that they wish to comply with you in your new journey.
This assertion can are available in a YouTube video, a social media publish, an e-mail, or a e-newsletter.
Above all, De La Cruz says to be assured in your resolution.
“Your rebrand is probably going one thing you’ve got been fascinated 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’ll want to consider it so your outdated viewers and newcomers will consider in it and comply with your new journey.”
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