What is rebranding and why is it important?
In a competitive market where everyone is striving to set themselves apart and develop their personal identity, branding has become more important than ever.
The process of branding takes much time, thought, and effort because, after all, that’s what you’d become known for, and making a good first impression is crucial.
It goes without saying that over time, people change. Similarly, a company’s target audience’s needs are most likely to change every few years or so. To maintain their loyal customers, companies would need to tweak their branding and marketing tactics accordingly; that process is known as rebranding.
According to the Economic Times, “Rebranding is the process of changing the corporate image of an organization. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand.”
Rebranding, however, doesn’t necessarily mean that a company needs to change its core values. Rather, it is a way for companies to manifest their beliefs and mission in a way that would best resonate with their audience.
In this article, we will be talking about Squarespace and how they have successfully rebranded.
Let's take a look at Squarespace, before the company collaborated with DIA Studio, the website builder looked like an empty art gallery or the White House of Kim Kardashian and Kanye West.
But for starters, if you didn't know, Squarespace is an all-in-one platform that allows people to build highly customized websites and online stores. The platform offers additional tools such as email marketing, SEO, and social media.
If you’re considering building a website and are worried that you don’t have the skills to effectively do so, check out Squarespace.
When did the change happen? In 2018, Squarespace collaborated with a New York-based design studio, DIA Studio, to rebrand the company’s logo, website, and such. Instead of the typical static and Silicon Valley-style website design, Squarespace rebranded with a kinetic identity.
Squarespace’s website is now filled with graphics that are constantly moving. That change can be seen as a representation of New York City (lively and ever-moving), which is Squarespace’s birthplace. It can also be seen as a representation of dynamics and flexibility, which is everything Squarespace is about.
On top of that, instead of using the Gotham typeface, Squarespace switched to a custom typeface inspired by subway signage and stock price tickers called Clarkson. Overall, it has added to the New York vibe Squarespace is aiming for.
Image link: https://backlinko.com/squarespace-users
While the addition of movement and the custom font may not seem like a huge change, it’s the thought behind it that matters and it's proven with the increased revenue. It is widely known consumers, customers, and such are more likely to feel connected to a company when there is sentiment or deeper meaning behind its branding.
How has influencer marketing changed Squarespace?
Considering Squarespace’s marketing strategy, you most likely heard and learned about the platform through YouTubers and Influencers who are sponsored by the company.
Influencer marketing is more or less the backbone of Squarespace’s marketing. And so far, it has proven highly effective.
According to NeoReach, in 2020, a total of 7,396 YouTube videos were sponsored by Squarespace and reached approximately 17 billion users. The platform collaborated with a wide range of YouTubers with different niche audiences. That year, Squarespace spent approximately 20 million on influencer marketing and saw a 20% growth in social media followings.