Rebranding is a significant project to any organisation, and one that can be expensive and challenging. It may involve one or more of the following: a new logo, product, service, location, colour scheme or contact details, with different teams responsible for implementing changes across various digital assets.

Consistency is key to successful rebranding, all changes must sync together to avoid confusing the audience. When changes are being made manually, there is considerable time between locating and updating content across all channels – as every individual page has to be checked for evidence of the old content or indexing via Google.

Consider a global airline who want to change their logo across their digital assets and partners. This would affect 120 countries, 750 publishers, over 2,000 editors and 5,500 agents, re-sellers and booking agencies. It is very unlikely that this one simple but significant change would be implemented accurately and efficiently across the whole of their digital estate if carried out manually.

In addition to this, an organisation may be a limited to the amount of financial and time resources they have available to not only implement a new logo, but to check if the old logo is still visible across both existing and new content.

When introducing automation, not only is a search performed of the website but the entire organisation’s digital estate will be thoroughly scanned, from an external perspective. This will include every web page, document, email, HTML code and even social media profiles. This is crucial as, for example, a 5-year-old promotional marketing site which should have been switched off following a campaign could still be live and contain an out of date logo or other content.

The process for carrying out a rebranding project with automation can be broken down into a few steps:

1. Rules: By initially compiling and reviewing domains and rules, a centralised set of rules are created to search for the specified content. For example, an old logo, product name or address could be searched for.
2. Control: Content is then monitored for the old content noted in the rules.
3. Search: A notice is received that the old content has been located including the assets location of images, PDFs etc.
4. Alert: The asset owner is notified of the incorrect content and advised of the required action. The content value is then prioritised based on which change is the most important. For example, the most viewed page.
5. Assess: The site can be regularly monitored to check that the relevant content has been updated and that any newly published content conforms to the new branding rules.

When an organization integrated automation into their digital processes, over 85% of manual tasks are eradicated, and standards are consistently achieved, resulting in near immediate improvements for visitors, a reduction in risk and further optimisation for search.

What Sitemorse delivers is the confidence that any changes affecting an online presence is applied within a process driven, individually accountable and demonstrable way – with the detail of what happened and when, all managed from a single dashboard.