“In order to change the world, you have to get your head together first.”
It’s time for innovation
In today’s marketing and communications industry, it is vital for companies to assess their brand’s positioning and how they reach their target audiences. Why? Just look around – it’s a crowded market. Brand strategy brings businesses’ competitive positioning to life. It focuses on the messages brands deliver, the images they convey and the way they interact. That’s where repositioning comes into play.
To stay ahead of the curve and differentiate themselves, companies aim to create alignment and clarity, both inside and outside the organisation. When to reposition a brand should be considered for multiple reasons; however, it’s easier done than said.
To change or not to change?
A successful repositioning campaign requires more than uploading a new logo; it demands a vision that inspires customers, employees and prospects and stakeholders to see it in a new light. With this approach, businesses can ensure that brand promise and reality will always match up. By repositioning a brand, companies reconnect with their current audience, and can reach out to new prospects. All the pieces of the puzzle, such as logo and marketing materials should work together and provide a unified identity that the customer truly understands.
Where to start and when to stop?
Choosing a strategy with a central point of focus is vital for successful brand-repositioning. As a starting point, companies can ask themselves:
1. What can we deliver that our competitors cannot do as well or at all?
2. What do we want our brand to be known for among our target audience?
3. Does our desired brand position match our overall company goals and vision?
4. Do we have the necessary funds to devote to developing our brand position?
5. Are the brand goals realistic?
6. Are we thinking long-term?
Research is also a key factor.
Knowing what consumers and employees think about a brand is essential. Companies can use these insights to inform how they approach the brand repositioning. Want to learn more on how to successfully reposition your brand? This year at BDB, we’ve made great progress in strengthening our reputation as a long-standing international b2b marketing communications specialist agency, both internally and externally. The new leadership team has revitalised the BDB brand, with new marketing collateral, an enhanced strategic approach and revised new business strategy, to ensure that we stay ahead of the curve in the b2b market.
If you would like to find out more on the services that BDB provides, call us today on +44 (0) 161 925 4700 or email [email protected].