Repositioning in Marketing: When and How to Do It?

At Emplibot, we’ve seen firsthand how repositioning in marketing can breathe new life into brands.

In today’s fast-paced business world, staying relevant is crucial for success. This blog post will explore when and how to reposition your brand effectively.

We’ll dive into the key steps and considerations to ensure your repositioning strategy hits the mark.

What Is Marketing Repositioning?

The Essence of Repositioning

Marketing repositioning is a strategic move to change how customers perceive a brand or product. It involves altering the identity of a brand or product in the minds of consumers. Repositioning goes beyond changing a logo or slogan; it fundamentally shifts how people view and interact with your offering.

For example, Old Spice transformed its image from a brand for older men to one that appeals to younger demographics through a successful rebranding campaign using social media in 2010.

Why Companies Reposition

Companies often reposition when their current market position no longer serves them. This could happen due to:

• Changing consumer preferences
• New competitors entering the market
• Technological advancements

Netflix provides a prime example of successful repositioning. The company transformed from a DVD rental service to a streaming giant, growing its subscriber base from 12 million in 2009 to over 230 million in 2023.

Repositioning vs. Rebranding

While often confused, repositioning and rebranding are distinct strategies:

• Rebranding typically involves changing visual elements like logos and color schemes.
• Repositioning goes deeper, altering the fundamental promise and perception of the brand.

A study by Millward Brown found that successful repositioning can increase brand value by up to 20%. However, it’s a complex process that requires careful planning and execution.

The Impact of Successful Repositioning

When done right, repositioning can revitalize a brand and open up new market opportunities. Burberry’s transformation from a brand associated with gang wear to a luxury fashion icon led to a 25% increase in sales in the year following their repositioning efforts.

Automated content creation and distribution capabilities (like those offered by Emplibot) can be powerful tools in communicating your new brand position across various platforms. These tools ensure consistency and reach in your repositioning efforts.

As we move forward, it’s important to understand when repositioning becomes necessary for a brand. Let’s explore the key indicators that signal it’s time for a change in your marketing strategy.

When Should You Reposition Your Brand?

Market Disruptions

Significant changes in your industry can necessitate repositioning. For instance, when the COVID-19 pandemic hit, many restaurants quickly pivoted to emphasize their takeout and delivery services. A National Restaurant Association survey revealed that 67% of restaurants added curbside pickup in 2020. This shift allowed them to stay relevant and continue serving customers despite dining restrictions.

Evolving Consumer Behavior

Consumer preferences change constantly. A prime example is the growing demand for sustainable products. Nielsen reports that 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. Brands that fail to adapt to such shifts risk losing market share.

Competitive Pressure

When new players enter your market or existing competitors innovate, repositioning can help you maintain your edge. Take the example of Domino’s Pizza. Facing criticism for the quality of their pizza, they completely overhauled their recipe and repositioned themselves as a tech-savvy, quality-focused brand. This move led to a 14.3% increase in same-store sales within a year.

Negative Brand Perception

If your brand struggles with a negative image, repositioning can be a powerful tool for change. Uber faced significant backlash due to various scandals in 2017. In response, they launched a major rebranding effort, emphasizing safety and reliability. This repositioning helped them regain consumer trust and continue growing their user base.

Expansion Opportunities

Entering new markets or targeting different demographics often requires repositioning. When Old Spice wanted to appeal to younger consumers, they completely revamped their brand image with humorous, viral marketing campaigns. This resulted in a 107% sales increase in the month following the campaign launch.

Recognizing these signs early can give you a competitive advantage. Tools that help you stay on top of market trends and consumer sentiment (such as Emplibot) provide valuable insights for your repositioning strategy. These tools can effectively communicate your new brand position across various platforms, ensuring consistency and reach in your repositioning efforts.

Now that we’ve identified when to reposition your brand, let’s explore the steps to successfully execute this strategic move.

How to Execute a Successful Brand Repositioning

Start with In-Depth Market Research

The foundation of any successful repositioning strategy is thorough market research. Begin by analyzing your current market position, identifying emerging trends, and understanding your competitors’ strategies.

Use tools like Google Trends, SEMrush, and social media listening platforms to gather data on consumer behavior and preferences. Conduct surveys and focus groups to get direct feedback from your target audience. For instance, Airbnb decided to reposition itself from a budget accommodation platform to a lifestyle brand. They conducted extensive research on travel trends and consumer desires, which led to the introduction of their “Experiences” feature.

Define Your New Target Audience

After you gather market insights, clearly define your new target audience. Create detailed buyer personas that include demographics, psychographics, and behavioral characteristics.

Old Spice provides an excellent example of this approach. When they repositioned their brand to target younger men, they created personas that represented their new target audience’s lifestyle, interests, and media consumption habits. This informed their viral “The Man Your Man Could Smell Like” campaign, which resulted in a significant increase in sales.

Craft a Compelling Value Proposition

Your new value proposition should clearly communicate what sets you apart from competitors and why your target audience should choose you.

Focus on the unique benefits you offer and how they solve your target audience’s problems when crafting your value proposition. Tesla’s repositioning from a luxury electric car manufacturer to a sustainable energy company exemplifies this approach. Their value proposition evolved to emphasize not just high-performance electric vehicles, but a complete ecosystem of sustainable energy products.

Develop and Implement Your Strategy

Create a detailed repositioning strategy that outlines how you’ll communicate your new brand identity across all touchpoints. This should include updates to your visual identity, messaging, product offerings, and customer experience.

Implement your strategy in phases to minimize disruption and allow for adjustments based on market feedback. Burberry’s transformation from an outdated British brand to a luxury fashion powerhouse is a prime example. They implemented changes gradually over several years, starting with product design and moving on to store concepts and digital presence.

Align Your Marketing Efforts

Update all your marketing materials to reflect your new positioning. This includes your website, social media profiles, advertising campaigns, and sales collateral. Consistency is key in brand presentation across all platforms.

Emplibot can be an invaluable tool in this process. It helps you create and distribute content that aligns with your new brand positioning across various platforms. Its automated content creation capabilities ensure consistency in your messaging, which is essential during a repositioning effort.

Final Thoughts

Repositioning in marketing can revitalize your brand and create new growth opportunities. It’s essential to recognize the right moment for repositioning, whether due to market changes, consumer shifts, or the need to improve brand perception. A well-executed repositioning strategy can transform your business, as demonstrated by Netflix’s evolution from DVD rentals to a streaming powerhouse.

Successful repositioning demands careful planning, thorough market research, and consistent execution across all brand touchpoints. Tools like Emplibot can help create and distribute content that aligns with your new brand positioning across various platforms. Emplibot’s automated capabilities ensure messaging consistency and effective communication of your new brand position to your target audience.

Repositioning goes beyond changing logos or slogans; it fundamentally alters how people perceive and interact with your brand. When executed correctly, it can open new market opportunities and drive significant business growth. Take a critical look at your brand’s current position and consider if it’s time for a change (your future success might depend on it).