How to Execute a Successful Brand Repositioning Strategy

Brand repositioning refers to updating how a particular brand is perceived by its audience. It is particularly relevant to businesses seeking to remain competitive, respond to market shifts, or engage new potential customers.

A great example is Old Spice, a brand that successfully repositioned itself from “grandfather’s cologne” to a popular brand among younger males. This marketing strategy brought the brand back to life and connected it with the new age of consumers.

Understanding Brand Repositioning

Brand repositioning is about changing a company’s perception in the market’s eyes. It is more extensive than a logo or tagline change. It is a well-defined strategy for a brand’s image, messaging, and relationship with the market.

The brand seeks to establish an entirely new identity that appeals to existing and new consumers, often shifting with market conditions, competition, or consumer trends while maintaining recognizable elements of the brand's identity.

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Attracting fresh prospects and bolstering existing clientele necessitates the ability to comprehend the brand’s standing in the market along with the necessity of its audience crafted by busy marketers doing hard work for the brand. Successfully repositioning entails attracting an entirely different audience from the original without losing the core clients the brand currently enjoys.

As the brand might need to evaluate new products or services, change the value messaging, or the brand proposition target segment value altogether, it must ensure that the new segment appreciates the value sought through the brand. Brand repositioning aims to alter consumer perception and align the brand more closely with its target audience's evolving needs.

Effective Strategies for Brand Repositioning

The context and brand change the proposition target, and through practical means, the brand storytelling needs to change. One of the best brand repositioning strategies could be changing the brand’s tone and character as people possess brandable. Witty, rugged, warm, and sophisticated are strong characteristics, and changing the above helps attract segments proactively.

Another includes targeting other products with distinguishing features that show prowess. A brand can change its meaning and value to the lady of the house by redefining the target audience to homemakers. Indeed, redefining the core target through demographic and lifestyle components allows for more significant focus areas throughout the brand.

Shifting social approaches and actions can lead to alterations within the brand. When social missions or cultural movements are tapped, this goes beyond branding and strikes a chord with the people.

Repairing a brand successfully requires ‘finding whitespace,’ an unexploited space that can be strategically and efficiently used after identifying the target audience without deviating too far from the core focus.

Source: slidesgo

Product Repositioning

The term “product repositioning” refers to changing the perception of a product in the market. The purpose is to inject new life into it by changing the customer base. Shifts in consumer habits, an evolving marketplace, or growing competitive forces can drive these changes.

The aim is to reorganize how the product’s value fits along its premise with newly emerging segments in the market. Tangible repositioning is crucial in this context, as it involves practical changes based on market research and consumer insights to align with customer expectations.

One of the strategies that can be used involves downplaying or highlighting additional benefits that are likely to appeal to other segments. This requires a change towards a difference in gender, age, and other features.

Luxury brands can also use another approach to change the perception of their product. The product can be reframed to serve another perceived set of customers.

Brand associations are also significant. Activities that align a product with branding initiatives, such as promoting social causes and trending values like sustainability or wellness, can enhance the product’s appeal to modern consumers.

In a shifting marketplace, staying relevant by modifying the products, services, and marketing approaches helps ensure competition while providing new opportunities for customer engagement.

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Brand Message Repositioning

Brand message repositioning is the change in strategies a brand undertakes to communicate its core principles for better engagement with the target audience's evolving needs. This strategy enables brands to remain relevant in the dynamic marketplace by communicating their message about the changing consumer needs and shifts in the market.

The first step is analyzing the current brand message and determining what gaps can be filled. This might require shifting the brand’s priorities and emphasis, such as focusing on quality, social responsibility, sustainability, and other factors that attract more environmentally conscious consumers. Another tactic is shifting the message’s emotional appeal to capture the attention of consumers on a deeper, more personal level.

Repositioning a brand message can target new audiences, which can be another primary reason for doing so. In the context of more shifting markets, brands can adjust the rhetoric and scope of the message to capture new consumer segments.

Successful brand message repositioning requires authenticity, as the new message should resonate with the brand’s tenets. Done correctly, it builds brand trust, rejuvenates the brand, and provides new growth potential.

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Market Repositioning

Market repositioning relates to changing a brand’s focus to capitalize on new opportunities or trends in the marketplace. This strategy enables brands to remain relevant in the shifting competitive landscape, gain new customer segments, or carve a niche in the market.

One of the growth strategies is target market development, where a company focuses on a new population segment through distinct advertising, messaging, and products. Another technique applied is competitive repositioning, which focuses on marking differentiating features or specialized value-added services.

Companies and brands can also shift their positions of alignment in different values to current popular culture movements such as brand or single-item sustainability or even an inclusive culture.

With everything said, effective market repositioning is based on understanding the markets, the competitive environment, consumer trends, and behaviors and crafting a new, original, appealing story that connects with larger target audiences. Ensuring the brand's position remains cohesive amid these changes is crucial for maintaining customer loyalty and reshaping public perception.

Source: marketing91

Brand Repositioning Examples

Yellow Tail

This Australian wine brand has managed to change its branding and repurpose its products for the American marketplace by focusing on low-cost and convenience-oriented branding. Rather than serving sophisticated wine drinkers and the intimidating world of wine culture, the brand opted for a more entertaining and welcoming stance.

They designed their image and marketing to capture a younger audience and repositioned wine as something to be enjoyed at any time, without expertise and appreciation. This enabled them to access a wider group of people seeking great wine without the fuss. These strategic actions are part of their brand repositioning efforts.

Source: yellowtailwine

Bumble

Bumble started as a dating app but was soon repositioned to modify the brand's status from a dating app to a general meaningful social connections app. Understanding the need to build relationships beyond dating, Bumble ventured into social and professional networking with baby Bizz and friendship with BFF. Now, the app allows users to connect through Love, Work, and Fandom. With these features, Bumble users can find love, make career moves, and make long-term friendships in a single space.

Source: bumble

Pabst Blue Ribbon (PBR)

At first, it was seen as a budget-friendly beer for old folk, but Pabst Blue Ribbon managed to change that perception through its rebranding. PBR cleverly used word-of-mouth marketing to become the hip choice for retro-loving urban youths.

The brand is famous. Pabst leverages nostalgia marketing by appealing to millennials while highlighting its authenticity and grabbing the attention of its target audience. It is affordable and perceived as a trendy brand, which has quickly helped it become the beer of choice for those who want something unpretentious and cost-effective.

Source: pabstblueribbon

Executing a Repositioning Strategy

Brand repositioning can be a risky strategy, but when you brand effectively, it can help businesses achieve how customers see them and simultaneously help enterprises sustain their core identity.

Executed properly, these strategies allow the company to create compelling value directed not only to their current customers but also to new ones, thus increasing relevance in the market.

1. Understand the Market

Companies must first gain a deep understanding of the market to do effective brand repositioning. Several factors must be considered, such as consumer behaviors, competitor movements, trends, and other shifts in demand. By examining these factors, businesses can determine the opportunities, challenges, and needs that are not being attended to.

Strategies like market analysis, focus groups, or advertising surveys provide a lot of value and insight to marketers regarding the current perception of the brand and what their ideal perception should be.

To ensure that a business’s strategy is on point with the market dynamics, this knowledge and insight make repositioning effective from the get-go by allowing companies to adapt their business model accordingly.

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2. Evaluate the Current Brand Position

Reevaluating the brand is one of the essential parts of rebranding. Brand repositioning refers to making minor adjustments in a brand's identity to better meet changing consumer needs and market conditions, differentiating it from a complete overhaul.

Brands should consider how their brand is positioned in the marketplace, how customers evaluate it, what the company considers to be its strengths and weaknesses, and its unique selling points.

Brand equity, loyalty, and the emotional intimacy the brand has with the people all contribute to the thorough analysis that should be conducted. This analysis helps understand the gaps in the current position relative to what is desired in the market position and shows where change is essential.

3. Develop Repositioning Strategy

After conducting these analyses, the next step is formulating brand repositioning strategies. This means defining new brand goals, which include the new target market, brand voice, and the value the brand seeks to provide.

The repositioning strategy should address key questions: What desires do customers have, and how do we strive to fulfill those? What is our edge against other brands? What emotion is associated with the brand that will suit the new audience? This strategy must be integrated with product, brand essence, tone, and communication style to be relevant to the people and market conditions.

4. Align Brand Elements

There’s a repositioning strategy in place, so now it’s time to align the elements of the brand's identity, such as the logo, tagline, color scheme, and marketing materials, with the new positioning. This step ensures that the brand visual identity elements, as well as the voice and messaging, are aligned across various platforms.

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Aligning brand elements is critical for creating a brand experience for customers so that the new brand positioning is tangible. This may include changes to the product, updating the website, changes to social media messaging, and all other forms of communication to support the repositioned identity.

5. Communicate the Repositioning

Customers are also stakeholders and must understand the brand’s changes, and these kinds of repositioning need proper communication. Launching marketing efforts, such as a mix of marketing campaigns, public relations, and customer involvement, can effectively communicate these changes.

This message must not be complex as it must state the reason behind the repositioning and what will be expected from the brand, and it has to be straight to the point.

Internal communication is equally essential since employees must understand the new direction and how to reposition the brand to the public. This helps position the brand correctly and assures that the repositioned brand will resonate with the audience.

6. Measure Results

When repositioning a brand, measuring the impact after the strategy has been executed is essential. To measure success, businesses need to monitor key performance indicators (KPIs), including brand recognition, client satisfaction, sales revenue, and market share.

Customer sentiment analysis through recurring surveys, social media conversations, and even general feedback after the repositioning exercise offers tremendous value. These findings highlight the need to be flexible to make changes where needed to ensure the brand grows with its target audience.

Common Challenges and Risks in Brand Repositioning

Brand repositioning is one of the more compelling growth strategies. However, it does have challenges and risks that accompany it. Knowing these challenges helps in planning an efficient approach and minimizing losses.

Here are some of the most common issues that companies experience with repositioning their brands:

Loss of Brand Identity

When repositioning, brands almost always risk losing the essence of the brand. A brand's core identity is associated with consumer trust and loyalty.

A sudden change or oversimplification of the repositioning strategy can lead to disconnection with loyal customers, causing confusion and disengagement.

Change is always welcome, but to maintain brand equity, consider important brand assets carefully.

Customer Confusion

At times, brands must change their messaging, tone, and core product and service offerings completely. If not done methodically, existing customers tend to get confused or alienated.

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Clear and concise communication is paramount throughout the process to ensure complete understanding from the consumer. Failure to effectively manage the consumer's expectations can result in a loss of trust and loyalty and is more likely to accompany a negative mark on the brand.

Resistance to Change

External and internal parties might show resistance to the repositioning. Customers who indicate a brand association may not find acceptance in the shift, and employees attached to the preset strategy may also struggle to associate themselves with the new direction.

To facilitate communication and change, 'buying' time and offering transparent communication will go a long way in allowing both teams and customers to adjust.

Misalignment with Market Trends

Attempting to reposition a brand to take advantage of a new target market or emerging trends is alluring. Still, it can prove detrimental if those trends are short-term or contrary to the brand's objectives.

A brand trying to capture a trend outside its archetype is bound to sacrifice its authenticity or, in other words, its opportunistic attitude. Striking the right balance between meeting the market shifts and focusing on the brand's fundamentals is the trickiest element in brand repositioning and strategizing that ensures success.

To sum up, successfully repositioning an entire brand can be extremely beneficial for growth and relevance but is risky at the same time since it lacks planning, communication, and execution. This involves addressing potential challenges head-on, which can be arduous, but companies can successfully reposition themselves while emerging with a far more pertinent and stronger brand.

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Conclusion

Success is achieved by doing many things correctly and avoiding making wrong turns. It is critical to consider the success factors, the mistakes one is likely to make, and the long-term maintenance goals. When these elements are figured out, there is reason to believe all activities will be fruitful.