Steps to Reposition a Brand

To successfully reposition a brand, several key steps must be undertaken. First, it is essential to conduct a comprehensive analysis of the existing market landscape and the target audience. This assessment will highlight areas where the brand may be lacking.

Once potential areas for improvement have been identified, the next step involves crafting a clear positioning statement. This statement should effectively summarize how the brand aspires to be viewed by its audience.

After developing the positioning statement, aligning all facets of the business with the new brand position is critical. This alignment encompasses everything from marketing materials to employee-customer interactions.

Lastly, monitoring the outcomes of the repositioning strategy is vital, allowing for necessary adjustments. While brand repositioning is a nuanced process, it can successfully breathe new life into a brand when executed correctly.

Marty Neumeier's Insights on Branding

Marty Neumeier, an esteemed author on branding, emphasizes in his book "The Brand Gap" that "positioning is what a brand is in the mind of the customer." He further states that "a brand's position is determined by the brand's differentiation relative to competing brands."

In simpler terms, a brand's position signifies its uniqueness compared to others in the same market. Customers form this perception based on their knowledge of the brand.

For instance, if you’re shopping for a new car, you may consider three brands: Toyota, Honda, and Ford. You recognize Toyota for its reliability, Honda for fuel efficiency, and Ford for its value. This knowledge establishes a mental positioning for these brands.

Now, imagine encountering a brand you’ve never heard of before. Without prior knowledge, this brand lacks a defined position in your mind. To establish its uniqueness, the new company must clearly communicate what differentiates it from existing brands.

For example, if this new brand is Tesla, it might position itself as a luxury electric vehicle manufacturer. By doing so, Tesla defines its unique market position.

The Process of Brand Repositioning

Brand repositioning involves altering a brand's standing in the customer’s mind. This may be prompted by market changes or the pursuit of new target demographics.

In his book "The Brand Flip," Neumeier argues that the most effective way to position a brand is by focusing on customer desires rather than merely on the brand's offerings.

Take Apple, for example. Initially, it identified as a computer company. However, with the launch of the iPod, it shifted its positioning to include digital music players. This shift stemmed from the understanding that customers were more interested in digital music players than computers.

In conclusion, it is essential to understand that brand repositioning is a dynamic process that modifies a brand's position in the customer’s perception. This may be in response to market shifts or an effort to engage a new audience. When executed effectively, brand repositioning can significantly revitalize a brand.