Inside Our Rebranding Process

What works on websites right now

Fab Giovanetti
August 07, 2024

In partnership with

Strap in, because today I’m diving into the behind-the-scenes journey of our DIY rebrand on a budget.

I am here to share with you what I learned so that you can avoid the mistakes I made and hopefully replicate all the things that worked!

👩‍🏫 Lesson of the week

Just in case you do not trust me, here’s one of the few emails that hit my inbox after the announcement - which is also a GREAT reminder to celebrate your hard work, by the way.

Our school has always been about creating a fun, engaging, and alternative learning space for marketers.

However, as we grew, it became clear that our brand identity needed a refresh to truly mirror who we are and how we want to be perceived.

And this is where the proverbial cookie crumbles. If there is a disconnect between audience perception and your brand identity, your brand will not be memorable.

AKA, it will not stick.

The primary goal for us was to bridge the gap between our internal vision and the external perception of our incredible community.

The Strategy Phase

Rebranding isn’t a solo project. Our small but mighty team was instrumental in refining our brand vision and mission.

As I built a small team around us, I revisited our Brand Bible, ensuring every detail was spot on. Collaboration with the team provided fresh perspectives, helping to redefine our brand identity with clarity and precision.

(You will soon be able to get a copy of your own brand bible in the all-access pass, by the way).

Still, the re-branding really kicked off after our photoshoot. It almost happened by chance, in a way.

We booked a photoshoot to capture the true essence of our community. Seeing our students, teachers, and team in action brought our brand to life in a way that words alone couldn’t.

These visuals became the cornerstone of our new look, translating our vibrant community into a dynamic and engaging visual identity.

If you are not planning on new photos for your brand, something as simple as a fresh Pinterest mood board will do the trick.

What helped me was having a guiding word (one that many students when asked to describe AMS in one word would use) → FUN.

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The Role of Market Research

Feedback from our community was invaluable. We consistently looped in our students, gathering insights that shaped our new direction. Market research revealed that our students view us as a fun and alternative learning space, reinforcing our decision to position ourselves as a unique alternative to traditional marketing education.

Ask your audience which word defines YOU. Ask at least 10 people, than combine these words for a brainstorm. Does it align with how you see your brand? And does it align with your current brand?

The Rebranding Process

Our new website features less copy and more dynamic elements. The focus was on creating a user experience that reflects our philosophy of bite-sized, engaging, and active learning.

This shift not only modernised our site but also made it more accessible and inviting.

I had to FIGHT every fibre of my being to keep the copy short. I am a writer. I waffle on. So what I did instead was adding animations and little elements to make it dynamic and REALLY doubled down on interactivity.

Below is a summary of the biggest shifts I implemented:

Less copy - and more targeted headlines
Subtle animations
LOTS of testimonials
Interactive elements
People-driven imagery

Time was one of the biggest challenges, because I was rebranding on a budget - AKA I redid the website. To tackle this, I blocked out 2 entire days, including weekends, to focus solely on the rebrand.

This dedicated time allowed me to check every element, from fonts to responsiveness, was consistent and aligned with our brand identity.

Key Advice for Rebranding

Start with a Brand Bible: Clearly define your brand’s identity and ensure it aligns with your vision.
Market Research: Gather feedback from your community to shape your new direction.
Plan and Execute: Create a realistic timeline and stick to it. Make sure every element is consistent and reflective of your brand’s essence.

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🏫 Class in session

In our latest podcast episode, I answered all our students burning rebranding Qs - plus as you can see above, we have a new artwork, yippie!

LISTEN HERE

Now, was this rebrand worth the effort, ego-stroking aside?

The short of it is, well, yes. Within 12 hours of launching, we saw a significant uptick in engagement, with new members joining our community.

The positive feedback affirmed that our new look resonates well with both existing and new students. Because we are a school, but not as you know it.

We’re beyond excited about this new chapter and can’t wait for you to experience our reimagined brand.

Check out our new website and let us know what you think.

Always cheering you on,

Fab ✌️

Inside Our Rebranding Process

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