If you haven’t seen the news already, it won’t be long before you’re no longer tweeting online. That’s because the latest news from the microblogging website is that owner Elon Musk has changed the name from Twitter to X. Now, X.com redirects to Twitter, and who knows how long it will be before the entire experience has altered for good. As the owner of a private company, he can do whatever he wants with it, and certainly has, but there is a massive lesson in marketing when you watch what’s going on. Here are a few things you should consider when creating your branding for your business.
Twitter Was Branding Perfection
Almost the minute it was launched, the name Twitter became part of our language. Even better, it spawned a verb to describe what you do on the site: tweet. Whether you liked the little blue bird or were even on the platform, you knew what it was as soon as you heard it, and from its inception, it caught on very quickly, almost entirely because of its brand.
A Short History of X
I can’t possibly go into all the details surrounding Twitter’s evolution to X, but this latest chapter is kind of bonkers for marketers. Elon Musk has long wanted to call a company X and tried with PayPay, which was overruled because it sounded like a porn website. Now, at the reins of Twitter, he’s doing it again. He crowd-sourced a logo, which turned out to be a single letter from a publicly available font that costs $30. Musk forcibly took @X from a long-time user of Twitter. And now we’ll watch the experience unfold.
What Happens Next
I have no idea what will happen next to the social media platform formerly known as Twitter. Will this be the straw that broke the camel’s back, or will it begin to grow again? Who knows. From a marketing standpoint, the new image is bizarre and confusing. Twitter was a household name, and many people already know about the transition, but for potential new users or alien invaders, it isn’t clear what a brand called X even does.
How to Choose a Brand
Now it comes down to understanding the lessons from this new rebrand. While Twitter was lightning that might not strike twice, and most brands won’t be as globally recognized as it was, that doesn’t mean you can phone it in. Even small brands should focus on their image to gain recognition and build a positive reputation. The brand isn’t just your logo and colors; it’s your detailed business plan and your online presence that will help get you noticed. It’s like we always say: part reputation, part recognition.
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