Relating to the time period “rebrand,” most individuals consider main firm rebrands like Dunkin’ or Lego. Nevertheless, 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 shopper developments or adhere to new platform tips.

If you wish to rebrand, it’s possible you’ll marvel how one can rebrand as a creator and stay related. To get some perception, I spoke with creator, blogger, and YouTuber Lisa De La Cruz, who not too long ago went by way of a rebrand herself.

Here is her story and ideas for creators trying to change up their content material.

Why a rebrand?

The Problem of Rebranding as a Creator

The right way to Keep Related By 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 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 rules, I could not proceed interviewing folks in particular person. It additionally wasn’t making me completely satisfied 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 lovers for her podcast, The Surprise of Anime, and assessment anime and manga for her YouTube channel and weblog of the identical title.

“I had slowly began shifting my content material on this new route, and it was actually making me completely satisfied,” she says. “I spotted this can be 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 simple, particularly in case your followers aren’t desirous about your new route.

“There undoubtedly was a change in my viewers as a result of, on the time, most of my viewers was native, they usually weren’t followers of anime,” De La Cruz says. “So I undoubtedly had a drop in viewers at first.”

Fortuitously, 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 should push ahead that method,” she says.

The right way 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 skilled ideas she says could make for a clean transition.

1. Take into account 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, “akin to an previous collection or nostalgic issues that individuals might have forgotten about.”

Over time, De La Cruz says her content material started to draw anime and manga lovers who have been completely satisfied to see her shine a lightweight on cult classics.

“I tapped into a brand new viewers and a selected area of interest that hadn’t been touched on,” she remembers. “I feel that basically helped as a result of folks 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 most recent 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 distinct viewers — I simply wished to remain true to what I like and am keen about. I’d warn in opposition to switching due to numbers.”

Viewers are very perceptive, and De La Cruz says they’re going to know in the event 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 reality, 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 identical time, you possibly can lose folks and confuse folks,” she says. “That might be a turn-off to your viewers.”

De La Cruz says in the event 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 fashion 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 necessary 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 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 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.

“You should imagine it so your previous viewers and newcomers will imagine in it and observe your new journey.”