How often should you reposition your brand?
Let’s talk brand repositioning vs revitalisation—what they actually mean and how to use them to keep your brand in the game.
In business, staying still just isn’t an option. Markets change, customers evolve, and your business grows. To stay relevant, your brand has to move with it. But how do you know when it’s time to rethink things?
Let’s break it down, step by step, so you can spot the signs and take action to keep your brand thriving.
Understanding Brand Repositioning
Brand repositioning involves altering the way a brand is perceived in the market. This transformation could stem from various factors, including a shift in target audience, a change in brand values, or the introduction of new products or services. It's essentially a strategic move to modify the brand's positioning to better resonate with the evolving needs and expectations of consumers.
Here’s an example of Spotify that went from Free-Music-With-Ads to Content Creator & Tastemaker
Spotify might seem like a brand well-positioned to thrive in a pandemic — it’s digital, remote, and provides stressed or struggling customers with a welcome escape. However, Spotify also relied heavily on revenue from the adverts served to its many free listeners. COVID caused many advertisers to cut budgets, and this business model struggled.
This is where Spotify required a pivot towards a more successful model for the market — one that has already proven profitable with brands like Netflix. Spotify repositioned itself in two essential ways:
They upped their focus on original content like podcasts and Spotify® Originals.
They put enormous effort into curated playlists (from internal experts, external experts, AI, and celebrities).
So, is brand repositioning the same as rebranding?
Not quite. While both involve change, repositioning is more like a targeted adjustment—a strategic boost rather than a complete identity overhaul. Rebranding, on the other hand, is the full works: logo, name, products, and possibly your entire identity on the table.
Repositioning focuses on updating how your brand is perceived—your status, associations, personality, and message—while keeping the core identity intact. In short, it’s about shifting your audience’s perspective without flipping the entire brand upside down.
Signs it’s time to reposition
There’s no set timeline for repositioning—it all depends on your industry, the market, and what’s happening internally. But here are some clear signs your brand might need a refresh:
Market Shifts: When trends, consumer behaviour, or new technologies change, you might need to update your positioning to stay relevant.
Competitive Moves: If competitors are evolving and gaining ground, it’s a good idea to reassess your brand’s standing.
Customer Feedback: If your audience starts hinting (or outright saying) that your brand isn’t quite hitting the mark, it’s time to listen.
The repositioning process
Repositioning isn’t a slapdash effort—it takes structure and intention. Here’s how to do it:
Do Your Homework: Dive into market research, consumer feedback, and a thorough analysis of your brand’s current strengths and weaknesses.
Set Clear Goals: Know what you want to achieve—whether it’s a new audience, stronger connections, or better alignment with current trends.
Craft Your Plan: Develop a strategy that covers everything from messaging tweaks to potential product changes.
Go All In: Execute the strategy consistently across every touchpoint, from your socials to customer service.
What about brand revitalisation?
Think of revitalisation as repositioning’s softer sibling. It’s less about major shifts and more about subtle updates to bring freshness and relevance back to your brand. This could mean tweaking your visual identity, refining messaging, or rolling out new products while keeping the essence of your brand intact.
How to apply these strategies today
If you’re ready to reposition or revitalise your brand, here’s how to make a start:
Analyse Your Market: Get a clear picture of where your brand fits and what’s changing around you.
Listen to Your Audience: Their feedback is gold. Use it to guide your direction.
Realign Your Values: Make sure your brand’s core values match what your audience wants and expects today.
Stay Consistent: Whatever changes you make, ensure they’re applied across every platform and touchpoint.
Final thoughts
The need for repositioning isn’t about sticking to a schedule—it’s about staying relevant and responsive. Regularly assess your brand, listen to your audience, and be ready to pivot when the time comes.
Remember, repositioning isn’t just about change for change’s sake. It’s about adapting with purpose—keeping your brand aligned with your audience’s needs and the market’s direction.
In a world that’s always moving, brands that evolve and stay connected are the ones that thrive.
