Becky Pokara's presentation on rebranding a travel blog from the TBEX North America 2018 conference.

1. Is it Time to
Rebrand Your Blog?
Becky Pokora @sightDOING

2. Branding is the representation of your blog’s purpose,
values, and core messages.
Your brand name, logo, aesthetic, and content should work together to
send a consistent message that your audience can identify with.

4. Why Rebrand?
Your brand no longer represents your content
You’ve pigeon-holed your message to something you no longer value
You want to focus on a new niche
Your brand story is no longer relevant
When done successfully, a rebrand can position you to
better communicate with your readers and partners.

5. Why Listen to Me?
Two major rebrands: one spectacular failure and one great success

7. What is the mission or purpose of your blog?
Describe your audience in one sentence.
What three things do you love sharing with your
audience?

8. Surprise: You Might Not Need a Rebrand!
If there aren’t major changes to your mission, content, or audience…
DON’T WASTE YOUR TIME!
Change Your Mindset to a Business-Centered Plan
Commit Time and Money to Your Blog
Consider a Second Project

9. DO: Consider Your Name Carefully
Pretend you’re naming a baby - you only want to do it once!
Choose something memorable
KISS and avoid complex spellings or long phrases
Confirm that you can register the domain and social media handles

10. DON’T: Hold Placeholder Social Accounts
Keep Your Followers instead of asking for a re-follow
Major social media (FB, Twitter, IG, Pinterest) is EASY to change names

11. DO: Get Technical
Back-up your site!
301 Redirects essential for SEO
Even still, you may see temporary dips in traffic
Monitor, monitor, monitor! (and clean up as necessary)

12. DO: Get Technical
Migrate to new domain
Duplicator Plug-In $49
**Includes back-up
features
Keep Your Social Counts
Social Warfare Pro $29
Set Up Redirects
Performance Foundry
$490
**code tbex for 5% off

13. DO: Set Aside Time
You need time to think things through AND to make it happen
Anticipate hiccups with the transition
Plan the transition to occur at a time you can react and are not
overextended
Not to mention, a re-brand is a GREAT time to create new content

14. DON’T: Expect to Do It All Yourself
Lots of moving parts:
Template Change, Logo Design, Webmaster Tools/Search Consoles, Updating
Links, Updating Profiles (affiliates, influencer networks, ad networks), Media
Kits, Redirects, Reviving Old Content, Emailing Connections
What can you outsource?

15. DO: Set a Realistic Budget
• Biggest cost: outsourced labor & assistance
• Minor costs: double domain names, G-Suite, plug-ins, business
cards
• Opportunities: Boosting posts and advertising momentum
• Business: Re-registering LLCs? Trademarks?
Also expect a (temporary) drop in affiliate and ad earnings

16. The Physical Act of Re-Branding is Just the Start
Commit and integrate
Leverage this opportunity to reflect broader change
Harness the inertia and keep your motivation & work ethic going

18. Any Questions?
sightdoing.net / becky@sightdoing.net / @sightDOING