Rebranding presents the opportunity to introduce an improved image to prospective customers, and to re-energize loyal customers whose interest may need a jumpstart. But to keep in good graces with your base, you'll need to be careful about the changes you implement.

Brand implementation must be conducted in a very thoughtful way during the rebranding process, particularly if you already have a large customer base that's gotten used to your website or platform interface.

Below, we'll share some tips on brand implementation, following up on our previous installment of our rebranding series about identifying the parts of your brand that need a revamp.

Rebranding a business is no small endeavor, but if you've seen the signs that it's time to rethink your design, messaging or strategy (or maybe all three), then don't put it off any longer.

In this post, the second of our rebranding series, we'll cover how to identify what parts of your brand need an overhaul based on some of the troubling metrics we covered in the first article in the series — including high bounce rates, declining engagement and a decreasing customer lifetime value.

Below, we'll discuss how these metrics correlate with different aspects of your brand and give you some ideas on what you may need to revamp:

Website Design and User Experience

A high bounce rate and poor web traffic metrics generally indicate that your website needs some work. Your site design could be to blame, and an outside opinion is the best way to determine if that's why people are turning away. Agencies can give you an expert perspective, while customer surveys can give you a firsthand impression of what your most important visitors think.

Signs that it's time for a rebranding strategy may not always be obvious, and many companies fail to recognize them until it's too late.

To ensure your brand remains fresh and relevant, it's always helpful to stay in touch with your clients or customers — whether via email, social media or even phone calls. But while B2C interaction is great, it isn't always reliable. It can be difficult to tell if an issue is a widespread problem or the grievance of an outspoken individual.

Numbers, on the other hand, don't lie. In the first installment of our rebranding series, we'll walk through some of the business metrics that may indicate it's time for a brand audit.

Targeted digital display ads are booming, with U.S. advertisers estimated to spend $49 billion on them in 2018, according to eMarketer. With digital display ad trends on the rise, now's the time to beef up that line item in your ad spend budget. 

What Are Digital Display Ads Again?

Digital display ads are highly visual and utilize photography, video and graphics, unlike text-based ads. These types of ads are not integrated directly into the body of editorial content, which makes them more prominent and visible.

You see digital display ads in the form of an above-the-scroll or margin banner ad. Sometimes they pop up over the content you're reading. They're generally labeled "Sponsored" or "Ad" so viewers know that they're seeing a paid placement and not something that's part of the website's organic content.

It's not uncommon for small and medium-sized businesses (SMBs) to feel stuck in an endless race for customer attention.

With social media advertising making it easier than ever for businesses to target customers, competition is no longer limited by neighborhoods or ZIP codes. But that doesn't mean your SMB can't compete. Help customers connect with your business and gradually establish a loyal base through effective branding.

This is one of the best times to be a marketer, but it's also one of the hardest. On one hand, you have more technologies, tools and channels than ever before to help you target and reach your audience. On the other hand, so does everyone else. 

That is to say, while you have the ability to directly message the customers most likely to purchase your products and services, those people are also being bombarded by literally thousands of messages from other advertisers every day. Creating ads that stand out is challenging — but it's not impossible. 

Here are five things you can do to rise above the noise and reach your target audience:

Dayparting allows marketers and advertisers to get the most out of their budget by scheduling ads to go live at opportune moments, whether it's the most effective day of the week or the least costly time of day.

If it sounds like an essential part of a successful advertising strategy, that's because it is. However, many businesses don't implement this tool for various reasons — either because they want to cast a wide net, they have trouble identifying their most profitable time slots or they're not even sure where to start.

In this post, we'll walk through everything you need to know about optimizing your ad schedule, including how to handle multiple platforms as well as how to test and analyze ad sets on a programmatic platform.

Local Solutions is proud to have worked with Body Details for the past three years. In this Business Spotlight, learn how Local Solutions helped grow this 4 location laser clinic to 7, delivering over 100% revenue growth in less than 3 years.

Body Details has dared to be different, bold, and strategic as a small business in a major market. They recognized the importance of being present through all stages of the consumers’ buying journey, while understanding that efficiency is critical to success. As behaviors continue to shift online, Local Solutions and Body Details have worked closely together to ensure the campaign approach adjusts to engage with and market to the right clientele.

“We partnered with Cox Media Group, a media company that has deep roots at the local level and national expertise. Together, we have embarked on an omni-channel marketing campaign focused on lead generation.” Says Claudio Sorrentino, owner of Body Details.

Online advertisers have no shortage of options for purchasing ad space online — and those options increasingly feature programmatic inventories serving virtually every type of ad you could want.

According to eMarketer, four of every five display advertising dollars were spent on programmatic inventories in 2017, and it's quickly taking over other types of advertising, too. Adobe Digital Insights reported that programmatic's share of TV advertising, for example, is projected to soon rise from 28 percent to 39 percent in both the U.S. and the U.K.

Options are great, but only if you understand where the most effective advertising can be found. Programmatic ad buying is a much-needed product to serve the ad world, but it isn't always better than direct ad buying. Advertisers need to understand how to choose one over the other in any given situation.

Conducting a brand audit is an essential step for all marketers, whether your organization is a burgeoning startup or an established enterprise. Reviewing your online (and offline) performance gives you a bird's-eye view of things that are working well and areas that could use some attention.

Additionally, a review of your brand can help you:

• See where you stand competitively
• Determine who your customers are
• Meet your customers' expectations
• Refine your strategy moving forward

Your priorities will dictate your approach to the brand audit. If you're focused on a digital presence, you might want to emphasize analytics; meanwhile, brick-and-mortar operations may stand to gain more from robust customer surveys. Either way, every marketer should attempt to examine the following areas during a brand audit.