The Benefits of an Agency Rebrand
How We Boosted Results Across Marketing Channels
Orchestrating a company-wide rebrand is a huge undertaking. For Gemini, it took the better part of a year to plan, write, design, and develop our new look and new website. The rebranding was a rewarding process that better aligned our teams and streamlined the company’s messaging. Plus, it led to some exciting results.
Who is Gemini Anyway?
In early 2023, we realized that our brand could use a refresh. Intensive brainstorming sessions inspired us to reevaluate who we were as an agency and to focus on the differentiators that set us apart from the pack.
We wanted to highlight our hands-on approach to marketing, our spirit of innovation, and our commitment to exceeding our clients’ expectations. The new site had to feel bold and ambitious without losing the warm personality that our clients have come to know.
What’s Our Game Plan?
Once we had the driving concepts pinned down, it was time to let our design team loose. The team returned with an exciting design that struck the exact balance we were looking for.
The following months saw a coordinated effort from all teams. Armed with keyword lists from the SEO team, our content team revamped the website copy to reflect new, more dynamic, and personal messaging. The design team worked side-by-side with the development team to ensure that the new website sprung to life. Our client success team oversaw the proceedings to bring consistency and cohesion to every task. Once our new website went live, the paid search, social media, and email teams launched campaigns to promote the rebranding.
The Results: What Did We Achieve?
Several months in, we started to see encouraging results that were directly related to our rebrand and new website. Friends, clients, and prospects responded positively to the website design, telling us that the new look “felt welcoming” and gave them a sense that Gemini truly cared about our work.
We saw promising results in our email, organic search, and social media programs:
1. Better Email Engagement
Since rebranding our monthly newsletter and updating our email strategy, the average open rate increased from 17% to 28%. The average click rate jumped from 1.2% to 3.9%.
How We Did It
- We updated our newsletter template to make the layout more dynamic and user-friendly.
- We performed A/B testing to determine what our audience prefers in terms of email content, subject lines, and CTAs.
- We increased the number of total emails sent per quarter from 3,998 to 9,539.
- We further segmented our contact list to send targeted messaging more efficiently.
Why These Results Matter
Improving email engagement creates a chain reaction of benefits that can profoundly impact an overall marketing strategy. Increasing open and click rates exposed our brand to a wider audience and fostered deeper customer relationships. Personalized and targeted emails build brand trust and loyalty.
2. Improved Keyword Rankings
In the post-launch months, we gained 207 new keyword rankings. Two of those were in the top three positions, 40 were in positions 4-10, and 17 were in positions 11-20.
How We Did It
The content team rewrote every page on the new site to streamline messaging, improve rankings, and enhance user experience. To support this effort, the SEO team performed keyword research and conducted competitor analyses so that our writers had a strong strategy for each page.
Why These Results Matter
The keyword gains show that our content is resonating with users and that Google sees us as a reputable source for topics related to digital marketing.
3. Enhanced Social Media Strategy
Our social media posts on Facebook, LinkedIn, and Instagram saw greater engagement, brought in new users, and generated 24,000+ impressions. Additionally, engagement on all socials increased by 40% post-rebrand.
How We Did It
Our new branding gave us consistent, recognizable assets to leverage across our social media accounts. By strategically incorporating the new design elements into our posts, we harmonized our online presence and increased user recognition.
Why These Results Matter
Engagement is an important KPI. The 40% increase suggests that users recognized our brand more easily and were more inclined to interact with Gemini. Building this type of recognition is an important top-of-funnel tactic for businesses that ideally leads users to consideration and, eventually, brand loyalty.
Considering a Rebrand?
Giving your business a makeover generates value in numerous ways. By going through the process mindfully and creatively, you can build a more exciting and more authentic representation of who you are and what you do. With a rebrand, a new website, and improved visual assets, you can capture more attention, increase traffic to your business, and elevate yourself above your competitors.
With Gemini, you get a cross-functional, holistic approach to your rebrand that carefully addresses every aspect of your business. From striking new logos and visually exciting web pages to dynamic messaging and creative media campaigns, trust our team to make your business stand out. Ask us how.
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