This month I’ve chosen to delve into the world of online rebranding, specifically in the charity sector. SEO now plays a critical role for any company wishing to rebrand as the new identity of a company will need to be reflected in the keywords it wants to rank for online. Even small changes in a rebranding exercise can have big a big effect on website traffic.
Let’s take Prostate Cancer UK as an example. In June 2012 The Prostate Cancer Charity became Prostate Cancer UK. According to the company website this change in identity was done to get away from the association of a fundraising charity and rebrand as a leading research authority:
“Our research has shown that only three of the top hundred UK charities use the word ‘Charity’ in the name and that the word is associated with fundraising, children, and dependency – not with authority, research, or expertise. Prostate Cancer UK is clear, simple, has authority, and importantly still communicates who we are.” (more…)