When To Reposition Your Brand
Brand repositioning is necessary when one or more of the following eight conditions exist:
1. Your brand has a bad, confusing or nonexistent image.
2. The primary benefit your brand “owns” has evolved from a differentiating benefit to a cost-of-entry benefit.
3. Your organization is significantly altering its strategic direction.
4. Your organization is entering new businesses and the current positioning is no longer appropriate.
5. A new competitor with a superior value proposition enters your industry.
6. Competition has usurped your brand’s position or rendered it ineffectual.
7. Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning.
8. Corporate culture renewal dictates at least a revision of the brand personality.
You are broadening your brand to appeal to additional consumers or consumer need segments for whom the current brand positioning won’t work. (This should be a “red flag.” This action could dilute the brand’s meaning, make the brand less appealing to current customers or even alienate current customers.)
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education