What’s the Hidden Tech Stuff that Can Break a Rebrand?
Okay, so everyone talks about the fun part of rebranding. And yeah, sure, it’s honestly pretty fun, especially if you were doing this to build up some resilience. There’s the new logo, the fancy color palette, the fresh fonts that make your old ones look like they came from a 2012 PowerPoint template, yeah, this list could go on and on. Alright, so nobody talks about the tech side of it, the part that feels like pulling a single thread on a sweater and realizing that yeah, it’s gonna unravel.
Usually, people just don’t realise it, or understand that the tech aspect matters and does happen too. Because yeah, the visual side might get all the attention, but you can guarantee that if you’re not paying attention, the tech aspect will absolutely ruin it.
You Can Count on Confusion
You know that feeling when someone forgets your name at a party? That’s kind of what happens online when broken links start popping up after a rebrand. So yeah, makes complete sense that there’s going to be lots and lots of confusion. Just think about it, basically, one day your site’s humming along fine, and the next, half your pages are doing the whole “page not found” thing. So, people click, nothing loads, and yeah, instant credibility hit is just gone.
Oh yeah, Google hates it, customers get frustrated, and you’re left wondering how a simple link could ruin your digital reputation. It’s honestly really unfortunate because it’s your blog posts, product pages, and contact forms, all quietly dying off because someone forgot to redirect things properly.
Did You Know About the Email Blackout?
Okay, so just think about this very relatable scenario for just a moment; so, picture this: you send a big rebrand announcement email, you’re feeling proud, confident, and your confidence is just sky high. Now, it sounds great, but maybe like half your clients just don’t get it. But oh, it can get even worse, your old email address starts bouncing back (might be the worst one). Well, yeah, basically, rebrands have a funny way of breaking your inbox without warning.
You change your domain, or you move things around, and goodbye to those emails. So you’ll need to know how to transfer a domain (the right way), because this is a technical step that absolutely gets ignored.
Don’t Forget About the SEO Issue
So you finish your rebrand, everything looks fresh and professional, and yeah, that absolutely sounds so wonderful, doesn’t it? But then you notice that your traffic has absolutely dropped. Well, the thing about rebranding is, Google doesn’t automatically connect the dots.
Well, no search engine does. It doesn’t care that you have a new logo or a cooler tone. Why would it? If your URLs change and your redirects aren’t airtight, you basically start from zero. Which, yeah, that’s absolutely brutal and a bit soul-crushing, right? People always assume SEO is some boring background thing, and sure, to a degree it’s a bit boring, but the second your best-performing article or page takes a nose-dive, well, yeah, there’s panic.
