" In life, as in chess, forethought wins."~Charles Buxton
What if you could enhance your credibility and become more visible?
Brand positioning is a crucial aspect of building a successful brand that can help take your brand to the next level by differentiating your brand from competitors, increasing brand recognition and awareness, building emotional connections with customers, commanding a premium price, and increasing customer engagement.
According to The Branding Journal, effective brand positioning can be described as the extent to which a brand is perceived as favorable, different, and credible in consumers’ minds. (Source)
Redefining a brand’s position may or may not lead to rebranding, depending on the extent of the changes needed. In some cases, a brand can redefine its position without requiring significant changes to its visual identity or messaging. For example, a company that shifts its focus from traditional advertising to digital marketing may only need to adjust its messaging and marketing strategy to better align with its new position.
However, in other cases, redefining a brand’s position may require more extensive changes that can only be achieved through rebranding.
Here are some examples of when rebranding might be needed versus simply redefining a brand’s positioning:
Rebranding might be needed when a company wants to completely change its target audience or market position. For example, a company that previously focused on luxury products may want to rebrand to appeal to a more mainstream audience.
Rebranding might also be necessary when a company wants to differentiate itself from competitors in a crowded market. For example, a company that operates in a saturated industry, such as fast food, may want to rebrand to stand out and appeal to a niche audience.
Rebranding might be necessary when a company’s visual identity is outdated or no longer relevant to its position in the market. For example, a company that has been using the same logo and branding for many years may need to rebrand to stay current and relevant.
On the other hand, redefining a brand’s positioning might be necessary when a company wants to shift its messaging to better align with its current products, services, or values. For example, a company that previously emphasized low prices may want to focus more on quality and customer service.
Redefining a brand’s positioning might also be necessary when a company wants to appeal to a different segment of its current market. For example, a company that primarily targets older customers may want to shift its messaging to appeal more to younger customers.
In general, redefining a brand’s position can lead to rebranding when the changes required are significant enough to require a new visual identity, messaging, or product offerings. A rebranding is a strategic decision that should be made carefully, taking into account the potential benefits and risks of the changes, as well as the resources required to implement them.
Are you ready to position your brand for the next level of success?
