Not All Brand Positioning and Repositioning Works: What You Need to Know

Brand Positioning
Why some brands seem to stumble when they try to change their image or message? Why do some brand positioning and repositioning efforts fail miserably while others succeed brilliantly?Let’s dive into this intriguing topic and uncover the secrets behind successful branding.

Before we jump into the nitty-gritty, let’s clarify what brand positioning is.

What is Brand Positioning?

In simple terms, brand positioning is the unique value that a brand offers to its customers. It’s about what makes your brand stand out and why customers should choose you over the competition.

Why is Brand Positioning Important?

Brand positioning is all about how you want your brand to be perceived by your target audience. It’s like creating a unique spot in the minds of your customers. When you’re crafting your brand positioning statement, here are some key questions to consider:

    • Who is your target market or customer?
    • What is your product or service category?
    • What is the greatest benefit and impact of your product or service?
    • What is the proof of that benefit and impact?

Answering these questions helps you communicate a clear value proposition that sets you apart from competitors.

How to Create a Brand Positioning Strategy

Brand Positioning Strategy

Creating an effective brand positioning strategy is like building a strong foundation for your brand. 

Here’s a simple roadmap:

  1. Identify Your Target Audience: Understand who your customers are, their needs, preferences, and behaviors.
  2. Analyze Your Competitors: Study what your competitors are doing and find gaps or opportunities.
  3. Define Your Unique Value Proposition: Clearly articulate what makes your brand unique and valuable.
  4. Craft a Compelling Brand Positioning Statement: Combine the insights from the above steps into a concise and compelling statement.
  5. Consistent Messaging: Ensure your messaging across all channels reflects your brand positioning.

What is Brand Repositioning?

Brand repositioning is about changing how customers perceive your brand to make it more appealing. Think of it as giving your brand a fresh look and feel to stay relevant in today’s fast-paced world.

When to Implement Brand Repositioning?

Repositioning usually comes into play when you notice a drop in sales, engagement, or inquiries. It’s a signal that it’s time to make some adjustments to keep your brand alive and in tune with customer needs and desires.

Case Study: When Repositioning Fails

Let’s look at some examples where brand positioning and repositioning didn’t quite hit the mark:

  • Milkfood Yogurt: Milkfood Yogurt tried to reposition itself to appeal to health-conscious consumers. Unfortunately, they didn’t highlight what made their product different from others, leading to a lack of interest.

 

  • Horlicks vs. Complan: Horlicks and Complan have both tried repositioning strategies over the years. Horlicks successfully adapted its image to cater to growing children and their nutritional needs. Complan, however, struggled to find a consistent message, confusing customers and leading to declining sales.
horlicks vs complan
  • Neem Soap: Neem Soap attempted to ride the natural and herbal trend but focused too much on the neem ingredient without clearly conveying the overall benefits to the customer. This narrow focus made it hard for customers to see why they should choose Neem Soap over other natural options.
neem soap
  • Le-Sancy Soap: Le-Sancy Soap’s effort to appeal to a younger, trendier audience fell flat because they didn’t change their product offerings to match the new brand image. The disconnect between the brand message and the actual product led to customer dissatisfaction.

The Pitfalls of Brand Positioning and Repositioning

So, why do some brands fail at positioning and repositioning? Here are some common pitfalls:

  • Ignoring Customer Preferences: Focusing on attributes that customers don’t care about can make a brand look out of touch.
  • Lack of Consistency: Inconsistent messaging can confuse customers and dilute the brand’s value proposition.
  • Failure to Differentiate: Not clearly differentiating the brand from competitors can lead to a lack of interest.
  • Poor Execution: Even with a solid strategy, poor execution can lead to failure.

What is an Example of Successful Brand Positioning?

A great example of successful brand positioning is Starbucks. They positioned themselves as a premium coffee brand that offers a unique experience rather than just a cup of coffee. Their consistent messaging and emphasis on quality and experience have made them a global leader in the coffee industry.

starbucks

How to Redefine Your Company’s Image

If your brand needs a refresh, here are some steps to redefine your image:

  1. Conduct Market Research: Understand current market trends and customer preferences.
  2. Revise Your Value Proposition: Make sure your value proposition aligns with customer needs.
  3. Update Your Brand Messaging: Craft messaging that reflects your brand’s new direction.
  4. Engage with Your Audience: Use social media and other platforms to communicate and engage with your customers.

Conclusion

Not all brand positioning and repositioning efforts work, but understanding the key principles and common pitfalls can help you navigate these challenges.

Successful branding requires a deep understanding of your audience, a clear value proposition, and consistent messaging. By learning from both successes and failures, you can position your brand effectively in the market.

Remember, evolution is essential for existence. Stay adaptable, stay relevant, and keep your brand alive!

Think about it (Comment below your thoughts)

  • What unique value does your brand offer that sets it apart from competitors?
  • How can you communicate this effectively to your customers?

For startups looking to establish their brand positioning, partnering with a digital marketing agency can be incredibly valuable. Agencies like Growthtach, the best Digital Marketing Company in India, can help create and execute effective branding strategies.

For more insights and strategies on successful branding, visit Growthtach. Let’s redefine your company’s image and take your brand to new heights!

Thank you for your reading and do share this post!
Author: Akanksha Bohra

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