Step-by-Step Guide to Brand Repositioning

Brand repositioning, sometimes referred to as a brand relaunch, occurs when a strategy is implemented in the marketplace. It doesn’t mean refreshing the looks only; it redefines the message, visual identity, product offerings, and target audience of a brand in light of the current market trends and consumer tastes. 

It requires a deep understanding of the unique value offered by the brand over its peers. A brand will grow in relevance, appeal, and overall market position through the careful adjustment of these elements, therefore more effectively attracting and engaging its core target. 

This guide will teach you all the steps of brand repositioning and everything you need to adapt. 

Let’s look into it.

Rebranding vs. Brand Repositioning

Rebranding is a bit fuller in terms of overhaul in that it includes changes in the brand name, visual aspects, messages, and elements in general. It often represents the beginning of a new significant shift or transformation in the way that the brand identifies or communicates with its audience.

Brand Repositioning, however, emphasizes the renewal of perception in the market of a brand without changing its core identity. It adjusts the brand’s image, message, or target audience to better align with current trends or customer needs.

6-Step Guide to Brand Repositioning

We have found the easiest six steps to start a successful brand repositioning:

1. Assess Your Existing Brand Position

Knowing where you are in your branding at this moment allows for some identification of what works and what doesn’t. To gain a comprehensive view of your brand’s position in the market, consider the following factors:

• Competitor Analysis: Research key players in your market. Note their strengths and weaknesses. Investigate their target demographics and customer profiles. 

• Target Audience Analysis: Explore interests, values, and lifestyles. Revisit periodically to detect shifts in preferences. Assess interactions with and perceptions of your brand. 

• Audience Alignment: Consider targeting additional segments. Adjust messaging to improve engagement. Check if your messaging reaches the right audience.

• SWOT Analysis: Identify areas of challenge. List your brand’s advantages. Recognize external threats to your brand’s position.

2. Conduct Market Research

No marketing team should ever rely solely on intuition or feelings when making decisions. When you want to reposition your brand, it offers a layer of confidence that the decision is based on evidence rather than pure speculation

Key components of market research include:

• Avoid Intuition-Based Decisions: Base choices on data, not feelings.
• Gather Reliable Data: Obtain trustworthy insights and facts.
• Uncover Opportunities: Identify potential gaps and industry trends.
• Validate Assumptions: Confirm or challenge initial thoughts on competitors and target audiences.

3. Socialize with Your Community

When repositioning your brand, it’s essential to gather insights from various perspectives. Focus on three main groups to get a comprehensive view: customers, suppliers, and team members. Here are a few questions you can ask when you approach different people:

Customers

• What value do we provide?
• Why should someone choose us?
• What do you like about this brand?

Suppliers

• What sets us apart in the industry?
• Why do you prefer doing business with us?
• How would you describe working with our team?

Team Members

• Why do you enjoy working here?
• Which values do clients value most?
• How would you describe our culture in three words?

The main goal is to understand the brand from another’s perspective.

4. Define Your Vision, Mission, Purpose, and Values

Setting a clear vision, mission, and purpose will help tune in your brand repositioning. It shall, further, set a strong base to keep both the internal and external audiences on the same page. Following is a brief guide for crafting each of the mentioned elements:

• Vision Statement: Define your long-term aspirations for the brand in 2-3 sentences. Remember to keep it memorable and inspiring.

• Mission Statement: Describe your current core activities and how you deliver value in 2-3 sentences. Don’t forget to reflect on your ongoing efforts to achieve the vision.

• Purpose Statement: Explain your organization’s existence beyond making a profit in 500-1000 words. You must address the broader impact on society.

5. Rebrand Strategically

Knowing what you have gone through so far, you should know how to be crystal clear on a path forward in repositioning your brand. This doesn’t always require a complete overhaul; sometimes, a simple adjustment to visual identity, messaging, targeting, or campaigns will suffice. Some key steps for brand repositioning include:

• Internal Alignment: Ensure your team is fully on board to maintain consistent messaging and avoid confusion. Provide clear guidelines and training before implementation.

• Define Goals: Set specific objectives for your repositioning, such as increasing brand awareness, enhancing customer engagement, or boosting sales.

• Establish KPIs (Key Performance Indicators): Define key performance indicators using the SMART framework (Specific, Measurable, Attainable, Relevant, Time-bound). This helps highlight necessary resources and timelines for implementation.

Conclusion

With your repositioning strategy in place and implementation underway, it’s very important to track performance using data and analytics. Track the key metrics, including web performance, social media insights, newsletter signups, and inbound leads. 

If you see that certain areas aren’t meeting your KPIs, be prepared to adapt your strategy, but remember that brand repositioning takes time and results may not be immediate. Effective repositioning should be planned, executed, and monitored constantly to keep a brand active and successful across the ever-changing online landscape. 

Read also: The Ultimate Guide to Instagram Lead Generation in 2024

FAQs