What Rebranding Taught Me About Blind Spots
Recently I took Golden Key Partnership through a total rebrand. From the top down we rethought everything. It was an enormous undertaking and at the end of 60 days, when we were done I was elated with what we had created, and then I cringed.
After hours of blood, sweat, and tears I realized with horror how atrocious our past 4 years of branding was. I was beyond mortified how badly our message and our brand were previously misaligned. I was embarrassed that I ever had clients go to our old website, and more than that I was truly thankful that we didn’t go a moment longer with our bad hairstyle and out of date wardrobe! Today, I want to share with you what rebranding taught me about blind spots in your business.
Stop believing if it ain’t broke don’t fix it.
I think so often we use this an excuse. I did it for 4 years! We were so busy that our website and branding was not my top priority. Our business grew mostly by word of mouth, so why should my exterior branding be top of mind? Our website wasn’t great, but it got the job done. Our social media wasn’t award winning but it got the job done. Right? WRONG!
In todays social economy future clients and customers have information and choices at their fingertips. There are dozens of companies that do similar services to Golden Key Partnership and you better believe if our first impression wasn’t a good one, we lost them. Since our rebranding I have noticed this blind spot so clearly with us and with our clients. It also reinforced what I always knew, this thought is critically detrimental to a growing business.
We now have a process in place where we look at our branding, our social media, our messaging every month and see what we can tweak to improve. It doesn’t have to be a complete overhaul, but it does need continued improvement. Will it ever be perfect? Nope! But I can guarantee you that it’s going to raise the bar for our clients and us. p.s. this also happens to be the process we give our clients… amazing how it was right in front of us yet we weren’t utilizing it!
Leverage the heck out of Google Analytics
This one really hit me like a 2×4. It is one of the first things I go through with my clients who already have a website, yet I’m embarrassed to admit, it was something that I hadn’t looked at in over 6 months!
Imagine my horror when in September I saw our bounce rate was 85%!! That was the moment that I knew I could no longer ignore the status-quo we were operating at externally.
We went to work and implemented the processes that I walk my clients through and the results were to be as expected! As of the publication of this article I am happy to report we are down to 6.94% bounce rate, our average session time went from 0:47 to 11:26, the number of viewed pages increased from 2.4 to 6.4, and we went from 20% returning visits to 46.2%! As I am fond of saying…holy guacamole, this is HUGE!! If you are not well verses on Google Analytics and how to use them for your growing business, get informed and get an expert on your team! We offer this service, so you don’t have to go too far!
Simplicity and Transparency are Everything
Our old website and client process used to be confusing. We had so many services and paths to go down we found out most of our clients got overwhelmed with where to start. With the rebrand we changed our whole on-boarding process and service pricing structure to make it easy to digest.
We put our process and pricing front and center so our clients know what we offer and so we set the right expectations. We wanted to make it as easy as possible for someone to say YES to us and for us to say YES to them!
Lastly, we built a glass house. We implemented a slightly different client process that includes more extensive road-mapping where our future clients get a feel of what it is like to work with us, and we get an inside look at what a partnership with them would be like so we can make sure it is a mutual fit. We want them to be able to see into the house that will help them build their business to the next level!
Bringing it full circle, through our rebrand, we decided that 2017 is all about growth. Growth of our client base, growth of our impact, growth of our brand, growth of our influence, and lastly, growth of our knowledge that we can give to our clients.
My commitment to you and our team is progress, not perfection; growth, not status-quo and a having whole heck of a lot of fun solving challenges together! Here’s to a great new leaf turning over!