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In relation to the time period “rebrand,” most individuals consider main firm rebrands like Dunkin’ or Lego. Nonetheless, firms aren’t the one entities which will discover themselves in want of a change.
Typically, content material creators might want to rebrand, too, particularly if the creator’s pursuits have modified or the creator must sustain with the most recent client tendencies or adhere to new platform tips.
If you wish to rebrand, chances are you’ll surprise how you can rebrand as a creator and stay related. To get some perception, I spoke with creator, blogger, and YouTuber Lisa De La Cruz, who just lately went via a rebrand herself.
Here is her story and suggestions for creators seeking to swap up their content material.
The Problem of Rebranding as a Creator
Learn how to Keep Related By 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 determination 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 as a consequence of rules, I could not proceed interviewing individuals in particular person. It additionally wasn’t making me pleased anymore.”
De La Cruz started shifting her focus towards the anime and manga trade to search out her spark and preserve creating amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime fans for her podcast, The Marvel 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 pleased,” she says. “I spotted it is a subject the place I can interview individuals 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 distinct area of interest as a creator is not straightforward, particularly in case your followers aren’t concerned about 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 guts of what I am doing, then I do know that is true to me and I simply need to push ahead that manner,” she says.
Learn how to 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 a hit? Listed below are some knowledgeable suggestions she says could make for a easy transition.
1. Take into account interesting to an untapped market.
“The brand new sort 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 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 pleased to see her shine a light-weight on cult classics.
“I tapped into a brand new viewers and a selected area of interest that hadn’t been touched on,” she recollects. “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 usually talked about.”
2. Know why you need to rebrand.
Whereas creators should sustain with the most recent client tendencies, De La Cruz warns shifting tendencies and numbers should not be your sole motivator.
“Actually take into consideration why you need to rebrand,” she says. “For me, it wasn’t about rising a distinct viewers — I simply needed to remain true to what I like and am keen about. 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 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 outdated stuff and new issues on the identical time, you possibly can lose individuals and confuse individuals,” she says. “That might 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 simply’re nonetheless going to create your earlier model of content material.”
4. Talk your rebrand to your viewers.
Relying on how lengthy you have been a creator, your viewers could have adopted you for years earlier than you rebranded your platform.
De La Cruz says it is essential to respect the connection you have constructed together 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. “Typically 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 indicate appreciation and to permit your viewers to resolve in the event that they need to observe you in your new journey.
This assertion can are available 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 determination.
“Your rebrand is probably going one thing you have been occupied with 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 to consider it so your outdated viewers and newcomers will consider in it and observe your new journey.”
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