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On the subject of 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 most recent client traits or adhere to new platform pointers.
If you wish to rebrand, it’s possible you’ll 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 just lately went by means of a rebrand herself.
This is her story and ideas for creators seeking to change up their content material.
The Problem of Rebranding as a Creator
Easy methods to Keep Related By way of a Rebrand
Why a rebrand?
As I discussed earlier, there are lots of causes a content material creator might select to rebrand. In De La Cruz’s case, the COVID-19 pandemic performs a job in her resolution to alter her content material.
“I rebranded as a result of, on the top 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 joyful anymore.”
De La Cruz started shifting her focus towards the anime and manga business to seek out her spark and hold creating amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime lovers for her podcast, The Surprise of Anime, and evaluation anime and manga for her YouTube channel and weblog of the identical identify.
“I had slowly began shifting my content material on this new course, and it was actually making me joyful,” she says. “I spotted it is a matter 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 distinct area of interest as a creator is not straightforward, particularly in case your followers aren’t thinking about your new course.
“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.”
Fortuitously, 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 approach,” she says.
Easy methods 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 professional ideas she says could make for a clean transition.
1. Think about 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 protecting issues that did not have a lot of a highlight,” she explains, “comparable to an previous collection or nostalgic issues that folks might have forgotten about.”
Over time, De La Cruz says her content material started to draw anime and manga lovers who have been joyful 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 feel that basically helped as a result of folks have been excited to see somebody give illustration to a collection they get pleasure from however is not typically talked about.”
2. Know why you wish to rebrand.
Whereas creators should sustain with the most recent client traits, De La Cruz warns shifting traits 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 distinct viewers — I simply needed to remain true to what I like and am keen about. I might warn towards switching due to numbers.”
Viewers are very perceptive, and De La Cruz says they will 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.
Actually, 88% of customers say authenticity is vital when deciding what manufacturers they like and assist.
3. Go all in.
“Go 100% in. In case you are in-between and also you’re teasing your viewers by performing some previous stuff and new issues on the similar time, you possibly can lose folks and confuse folks,” 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 folks 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 might 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 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 observe 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 resolution.
“Your rebrand is probably going one thing you have been interested by and weighing on you for a while, so be assured that your rebrand will do in addition to your earlier content material,” she explains.
“That you must consider it so your previous viewers and newcomers will consider in it and observe your new journey.”
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