Regular readers of Branding Strategy Insider know we welcome and answer marketing questions of all types. Today, Ely Portillo, a business reporter from the Charlotte Observer in Charlotte, North Carolina asks…
"Hi Derrick. I'm looking for some insight into why a retailer might change its branding. Lowe's (formerly "Let's Build Something Together" and now "Never Stop Improving"), has had several quarters of disappointing results, especially in comparison to its main adversary, Home Depot. What is the potential of a branding shift to help boost sagging sales and shift the terrain versus a larger rival?"
Ely, the potential can be quite great if the new effort is better aligned with un-met customer needs than the competition. Often, when sophisticated marketers are faced with greater competitive pressure or a new economic landscape they turn to their customers for help in tightening the focus — drawing on deep customer insight to create greater value. The power of brands lies in focus. Lowe’s new tagline very well could be a response to a better understanding of its target customers through brand research.
"What else is generally required of a retailer to successfully carry through a re-branding campaign, besides a new tagline and ads?"
Brand-repositioning and its creative counterpart re-branding is more difficult than initially positioning a brand because you must first help the customer “unlearn” the current brand positioning (easier said than done).
Not unlike the initial positioning effort, you must have absolute clarity around what your brand stands for and how it is unique and compelling to consumers. When you know this, four actions can aid your success in this process: (1) carefully crafted communication, (2) new products, packaging, etc. that emphasize the new positioning, (3) associations with other brands (co-branding, co-marketing, ingredient branding, strategic alliances, etc.) that reinforce the new brand positioning and (4) a robust internal brand building effort that ensures employees are united in understanding what the brand stands for and delivering on its promise.
The ultimate requirement for a brand to be successful is to consistently deliver on the promise it makes to its customers. When a brand does that it is rewarded with a future.
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From the taglines provided, i can clearly see why the branding didn’t work. The tag lines subconsciously tell the consumer that your brand lacks direction:
“Let’s Build Something Together” – The word “something” tells me you cant pinpoint what we need to build together. This sort of phrase will subconsciously be followed by a question in the reader’s mind: “what should we build”? a house? a car? a nation? a snowman? (well, maybe not a snowman, but you get my drift 
)
“Never Stop Improving” – Again, what am i improving on? There are so many things i can improve on and it will be of help if you could point out what exactly. Additionally, this sounds like something a motivational coach ought to use
Your consumers ought to see your brand as an expert/leader in your market, hence, you have to showcase leadership and certainty in every aspect of your brand identity. Your tagline has to be as clear and descriptive as possible.
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I couldn’t agree more. Know where the “swim lines” are and do everything you can to stay within them. This helps minimize brand confusion and reinforce your postioning. Point #4 regarding clear understanding within the organization is key. The more “brand champions” you can create, the better poised you are to win the battle in the marketplace.