In 2018, brand repositioning was a major focus for Ultimate. We’ve thought long and hard about how brands feel and act, as well as what they look and sound like. Often, companies come to us saying that they no longer feel like their brand accurately reflects what the company is offering. The business has moved on somehow. The brand isn’t who they really are.

It’s our job to help you get your brand back on track and in line with your company as it is now, not how it used to be. We want to give you a personality that helps you stand out from the crowd, that helps you connect with that ideal customer. Think of it this way - brands are like people. They each have their own personality, individuality and motivations. That unique mix of qualities and traits mean that they’re all genuinely different. In the end, your personality is equally, if not more important than how you look.

For example, when Egyptian Cotton™ approached us, it was because customers needed to be reminded of the luxurious nature of real Egyptian Cotton™ and feel that luxury in every single thing the organisation does. Amidst a lot of negative perceptions, we had to show people that the organisation had taken a massive step forward and can now be trusted to deliver a quality product every time.

Egyptian Cotton Brand Repositioning Example

What’s the difference between brand repositioning and rebranding?

Brand repositioning doesn’t have to mean a complete rebrand. The tagline is the most likely part of the brand to change, but that might just be it. Rebranding focuses a lot more on altering what the company looks like, whereas brand repositioning looks at its values and personality. The two can easily be carried out together or separately, whichever is best for your business.

Brand repositioning is all about changing how people perceive your brand in order to keep up with changes in attitudes and demographics. This typically means a change in brand promise, vision and values. Quite often, companies need brand repositioning to stay ahead of the curve and hold off rapidly advancing competitors. These are just some of the reasons to reposition your brand.

Remember, brand is all about emotion. With competition so high and consumers so savvy, for a brand to work effectively it needs to make a far deeper connection. That connection has to be believed by everyone, from the CEO to employees to consumers. Everyone needs to be on the same page. When brands get their positioning wrong, they get lost or left behind in the confusion.


3 Reasons To Reposition Your Brand

  1. A change in competition

With nothing to stop them, you can be confident that competitors will always be looking for ways to challenge your brand. They will break down your brand into all its different elements and find ways to counteract each point. For example, your USP or value proposition could be lower costs, higher quality or faster delivery. If a competitor is able to undercut your prices, increase the quality of their product/service or shorten their timescales, your unique brand position may be threatened. Through brand repositioning, you can react to your competitor’s advances and introduce a new point of difference.

2. A change in consumer attitudes

As time passes by, consumer attitudes evolve. Take the example of climate change and fossil fuels. These days, a car manufacturer is far more likely to emphasise their green energy and low emission credentials in order to appeal to an increasingly more aware and discerning audience. There is also a political element at play here, with governments introducing limits on car emissions. Car brands are having to reposition themselves in order to survive in the long term.

3. A change in product or service

With the introduction of a new product or service, you need to establish whether or not your brand promise still holds true. For example, if you are launching a more advanced product, you might need to drop promises on low prices and pivot towards messaging on quality, technology and longevity. You don’t want to mislead customers. It might be worth considering whether or not this new product or service is valuable enough to the business to justify repositioning your brand. Simply jumping on the latest short term trend can cause significant damage to audience perceptions of your brand.

If you have launched multiple new products or services since the organisation’s initial branding, there might be a chance that your brand vision has become diluted. Do your customers still know what your brand stands for? If you can’t confidently say yes, it might be time to considering repositioning your brand.

Written by Anna Carruthers January of 2019