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In terms of the time period “rebrand,” most individuals consider main firm rebrands like Dunkin’ or Lego. Nonetheless, 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 shopper developments or adhere to new platform pointers.
If you wish to rebrand, you might surprise easy methods 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 by a rebrand herself.
Here is her story and suggestions for creators seeking to change up their content material.
The Problem of Rebranding as a Creator
The best way to Keep Related By way of a Rebrand
Why a rebrand?
As I discussed earlier, there are a lot of causes a content material creator could select to rebrand. In De La Cruz’s case, the COVID-19 pandemic performs a task in her choice to vary 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 because of rules, I could not proceed interviewing folks in particular person. It additionally wasn’t making me blissful anymore.”
De La Cruz started shifting her focus towards the anime and manga business to search out her spark and preserve creating amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime fanatics for her podcast, The Surprise of Anime, and overview anime and manga for her YouTube channel and weblog of the identical title.
“I had slowly began shifting my content material on this new path, and it was actually making me blissful,” she says. “I spotted this can be a subject the place I can interview folks from throughout as a result of I haven’t got to see them in particular person. 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 simple, particularly in case your followers aren’t occupied with your new path.
“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.”
Luckily, De La Cruz’s platform grew as she continued in her new area of interest.
“If I do know myself and know the center of what I am doing, then I do know that is true to me and I simply must push ahead that means,” she says.
The best way to Keep Related By way of a Rebrand
So, how did De La Cruz develop her platform post-rebrand, and what are you able to do to make your rebrand a hit? Listed below are some skilled suggestions she says could make for a easy transition.
1. Contemplate 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, “corresponding to an previous sequence or nostalgic issues that individuals could have forgotten about.”
Over time, De La Cruz says her content material started to draw anime and manga fanatics who have been blissful to see her shine a lightweight 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 basically helped as a result of folks have been excited to see somebody give illustration to a sequence they get pleasure from however is not typically talked about.”
2. Know why you wish to rebrand.
Whereas creators should sustain with the newest shopper developments, De La Cruz warns shifting developments 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 wished to remain true to what I like and am enthusiastic about. I’d warn towards switching due to numbers.”
Viewers are very perceptive, and De La Cruz says they will know for those who’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 actual fact, 88% of customers say authenticity is essential 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 previous stuff and new issues on the similar time, you possibly can lose folks and confuse folks,” she says. “That may very well be a turn-off to your viewers.”
De La Cruz says for those who do a pivot, make it a tough one.
“I discover it helps set up your new viewers since you’re not giving folks 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 determine 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 submit, an electronic mail, or a e-newsletter.
Above all, De La Cruz says to be assured in your choice.
“Your rebrand is probably going one thing you’ve got been eager 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.
“It is advisable imagine it so your previous viewers and newcomers will imagine in it and comply with your new journey.”
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