Branding · Marketing

How to re-brand a business with an established community?

Matthew Diaz

June 16th, 2015

I'm in the process of re-branding my business. I completely lost motivation and passion for it at this point. I do however want to create a media business fixated on my passions. Right now I have about 250,000 followers on Facebook, 100,000 email subscribers, and 500-600K monthly visitors. The current website is a database of free concerts and events for New York City residents. I want to create a millennial based website for those that consider themselves wanderlust individuals, which will focus on travel, food, music, and exploration. I want to build this new website with the community that I already have at this time.

If anybody has some advice on how to go about re-branding, perhaps tips, feedback, and your overall thoughts, that would be great.

Steven Mason Brand Strategist & Ideator; Patent Strategist; Patent Broker; Negotiation Expert

June 16th, 2015


Good for you for recognizing where your passions exist.  Rebranding can be harder than branding, but it requires at least a few key elements.

First, you say you'll "focus on travel, food, music, and exploration" for "millennial [] wanderlust individuals."  That's a lot in there.  Who are your competitors? What is your differentiation? What are you offering that others don't?  What about your current audience? What are their passions? What is the [potential] connection between your current and future followers?  Is there a common thread, an element that is essential to both and which you can use to create a nexus between the old and new? Can you use the subset of NYC followers and start from there?  Is your focus too broad or ill-defined?  If I were to coin a phrase (not what your website should be called, just an intellectual description), it would be Millennial Peripatetics. Restless, always moving about, wanting a variety of experiences?  OK. Now what is it they need most that they can't find elsewhere? What is it they desperately need which they can't find elsewhere?

These are the sorts of questions you must answer before you do any rebranding.  You can't brand what you don't fully understand, strategically and tactically.  You have a very large base today.  You must figure out  (by yourself or with assistance) how you can leverage them directly (or those whom they know via social media) and create a transition path.  If you just shut down what you have, they'll all leave.  Instead, you have to show how your new brand and content represent a leap forward precisely because being stale isn't acceptable to you.  It's an overused phrase, but your positioning of the rebranding is that you'll never be a me-too site; rather, you'll always be at that (excuse the cliche, but it's useful here) bleeding edge.  Feel free to message me if you have questions.


Rich Goidel Business strategist, group facilitator, agile practitioner and corporate muse

June 16th, 2015

Hi Matthew. Brand is such a deep, misunderstood and maligned word these days.

IMHO, I'd start here: Ditch the concept of "re-branding." A brand is a symbol of what is, not something applied to a product or service to make it appealing to the market. In that sense, you can't actually "re-brand" anything ... your product already has its own essence and your job is to uncover it. :-)

So, come to terms with what you envision and how that aligns with the marketplace AND its current impression of your business. Fill in the gaps, tweak the dials of your offering so that it's all authentic and meets market needs.

Then, when you have the full picture, you can begin to understand how to best present that value to the market, in terms of customer experience style, substance, communication, etc.

There are some seminal books on what brand really is and what to do about it. A quick search on "best book about brand" will yield tons of results. Pick a few that speak to you.

Hope that helps.

Elizabeth Koshy Board Advisor at Stealth Mode Startup Company

June 16th, 2015

Mathew-I sent you a message through Linkedin. Call me Elizabeth