How to Rebrand as a Content Creator and Stay Relevant [Expert Tips]

Welcome to The Inventive, a sequence that provides content material creators actionable recommendation from professionals within the creator financial system. Whether or not you are a seasoned creator or simply beginning out, learn The Inventive to discover ways to develop your platform, enhance your content material, and keep forward within the ever-shifting creator panorama.

Years in the past, I underwent a complete rebrand. Earlier than becoming a member of HubSpot, I used to be content material creating for years as a neighborhood journalist in Florida. So, most of my social media handles and content material have been geared towards information and politics.

Nevertheless, I finally left the information enterprise and began creating content material for myself. Quickly, my content material transitioned from information tales to movies, podcasts, and weblog posts about anime, manga, and “nerdom.”

As I’ve stated in different weblog posts, I am a hobbyist concerning content material creation outdoors of HubSpot, so I did not actually take into consideration how my viewers would obtain my rebrand. Although, I am certain the change was a bit surprising and complicated. 

That stated, in the event you’re knowledgeable who needs to rebrand, chances are you’ll marvel the way to rebrand as a creator and keep related. To get some perception, I spoke with creator, blogger, and YouTuber Lisa De La Cruz, who not too long ago went by way of a rebrand herself.

Here is her story plus suggestions for creators seeking to swap up their content material with out damaging their private model.

Why a rebrand?

The Problem of Rebranding as a Creator

Methods to Keep Related By way of a Rebrand

Why a rebrand?

There are lots of causes a content material creator might select to rebrand. In my case, I modified industries and needed to create content material that had nothing to do with information.

In De La Cruz’s case, the COVID-19 pandemic was pivotal in her resolution to vary her content material.

“I rebranded as a result of, on the top of the pandemic, the content material I used to be creating was very native,” she says, recalling her content material that was geared towards her hometown of Studying, PA. “And on account of rules, I could not proceed interviewing individuals in individual. It additionally wasn’t making me completely happy anymore.”

De La Cruz started shifting her focus towards the anime and manga trade to rediscover her spark and preserve creating amid pandemic restrictions.

She would interview voice actors, cosplayers, and anime fans for her podcast, The Marvel of Anime, and evaluation anime and manga for her YouTube channel and weblog of the identical title.

“I had slowly began shifting my content material on this new course, and it was actually making me completely happy,” she says. “I spotted it is a matter the place I can interview individuals from throughout as a result of I haven’t got to see them in individual. I can use Zoom.”

The Problem of Rebranding as a Creator

After all, pivoting to a special area of interest as a creator is not straightforward, particularly in case your followers aren’t focused on your new course.

“There positively was a change in my viewers as a result of, on the time, most of my viewers was native, they usually weren’t followers of anime,” De La Cruz says. “So I positively had a drop in viewers at first.”

Luckily, De La Cruz’s platform grew as she continued in her new area of interest.

“If I do know myself and know the center of what I am doing, then I do know that is true to me and I simply need to push ahead that method,” she says.

Methods to Keep Related By way of a Rebrand

So, how did De La Cruz develop her platform post-rebrand, and what are you able to do to make your rebrand a hit? Listed here are some knowledgeable suggestions she says could make for a easy transition.

1. Take into account interesting to an untapped market.

“The brand new sort of content material that I used to be making was distinctive within the sense that I used to be protecting issues that did not have a lot of a highlight,” she explains, “equivalent to an previous sequence or nostalgic issues that individuals might have forgotten about.”

Over time, De La Cruz says her content material started to draw anime and manga fans who have been completely happy to see her shine a lightweight on cult classics.

“I tapped into a brand new viewers and a particular area of interest that hadn’t been touched on,” she recollects. “I believe that basically helped as a result of individuals have been excited to see somebody give illustration to a sequence they take pleasure in however is not typically talked about.”

So, when contemplating a rebrand, take into consideration how one can create your personal lane and what untapped markets you may attraction to that align along with your new course.

2. Know why you wish to rebrand.

Whereas creators should sustain with the newest client developments, De La Cruz warns shifting developments and numbers should not be your sole motivator.

“Actually take into consideration why you wish to rebrand,” she says. “For me, it wasn’t about rising a special viewers — I simply needed to remain true to what I like and am captivated with. I’d warn in opposition to switching due to numbers.”

Viewers are very perceptive, and De La Cruz says they will know in the event you’re rebranding simply to remain within the highlight. Doing so can foster mistrust and make your model appear inauthentic — and authenticity is invaluable in branding.

Actually, 88% of customers say authenticity is essential when deciding what manufacturers they like and help.

And one key to being genuine is to know your private model. In a YouTube video known as, Rebrand Your self & Stand Out on Social Media in 2024, content material creator and enterprise coach Troyia Monay says this about private branding:

“The key phrase in private model is ‘private.’ That has every part to do with you. So, what are the stuff you’re focused on? How do you act? What’s your tone of voice? What are a few of your hobbies or pursuits?”

So, when you already know the “why” behind your rebrand, take into account your private model and the way your “why” aligns with the place you at the moment are or the place you wish to go.

3. Go all in.

“Go 100% in. In case you are in-between and also you’re teasing your viewers by doing a little previous stuff and new issues on the similar time, you may lose individuals and confuse individuals,” she says. “That could possibly be a turn-off to your viewers.”

De La Cruz says in the event you do a pivot, make it a tough one.

“I discover it helps set up your new viewers since you’re not giving individuals false hope that you simply’re nonetheless going to create your earlier type of content material.”

For instance, after I transitioned to from information to nerdy, I did not begin by posting information content material and slowly trickling in an increasing number of of my nerdy work.

I did a tough reset by altering my social media handles and highlighting my newest work. 

4. Talk your rebrand to your viewers.

Whereas a tough reset is important, you need to nonetheless talk along with your viewers so that they’re within the loop. Relying on how lengthy you’ve got been a creator, your viewers might have adopted you for years earlier than you rebranded your platform.

De La Cruz says it is essential to respect the connection you’ve got constructed along with your viewers and to maintain them within the know of your new period.

“There’s a relationship between you as a content material creator and the viewers consuming your content material,” she says. “Typically doing a tough pivot with out making it clear can really feel distrustful to your viewers, particularly in the event that they did not see it coming.”

De La Cruz suggests making a transparent assertion to point out appreciation and to permit your viewers to determine in the event that they wish to observe you in your new journey.

This assertion can are available a YouTube video, a social media publish, an e-mail, or a e-newsletter.

5. Trust.

Above all, De La Cruz says to be assured in your resolution.

“Your rebrand is probably going one thing you’ve got been desirous about and weighing on you for a while, so be assured that your rebrand will do in addition to your earlier content material,” she explains.

“You could consider it so your previous viewers and newcomers will consider in it and observe your new journey.”