I’ll show you the best ways to change your brand’s position in the market. These proven methods can help your business stand out from rivals and connect better with customers.

Define your desired brand positioning

Creating a clear roadmap for your brand starts with knowing exactly where you stand now—and exactly where you want to go. First, pinpoint the unique quality that makes your brand stand out: could be top-notch quality, standout style, or cutting-edge innovation.

Apple nailed this by shifting from being just another computer company—to a premium lifestyle brand, known for sleek design and amazing user experience. 1

Next up, set a clear market position for your brand. Decide if you’re aiming for the premium segment. For example, Volvo moved away from a brand just known for safety—to one defined by luxury and modern Scandinavian design.

Your chosen position will steer everything from picking logo colors to deciding prices. Toyota pulled this off by making reliability and value their main selling points. That’s how customers came to connect Toyota with these specific qualities.

Understand and research your target audience

After settling on your brand’s position, it’s time to really know your audience. Your target customers hold the key to repositioning your brand effectively—I always dive deep into their needs, worries, and desires.

Surveys, social listening, and face-to-face chats all help me figure this out. Knowing the audience like close friends makes communicating easier and clearer. In fact, studies confirm 94% of consumers prefer brands that are open and honest—making transparency crucial in every message. 2

Skipping solid audience research can quickly sink a new startup. Many companies fail early because they don’t cut through the noise or connect well with their market. BMW’s relaunch of the Mini, for example, nailed it with their fun and catchy “Mini Adventure” campaign.

It spoke directly to high-end buyers and quickly lifted sales. From my own client work, I’ve seen firsthand how casual customer conversations often reveal insights far better than big data could.

Good research guides you toward building brands people genuinely connect with—brands worth coming back to again and again. 3

Adjust pricing and product offerings

My prices need to match my new brand image. Pricing speaks volumes—it shows customers what my brand is all about. Apple, for example, sold 232 million iPhones in 2022; they set high prices to signal premium quality. 2 I can also explore fresh pricing options, like monthly subscriptions, that appeal directly to my target audience.

My products should clearly reflect my updated brand too. Lucozade moved from being a drink for sick people to an energy boost for active lifestyles. By changing their product’s image and price, they attracted new customers.

Smart pricing creates value and helps me stand out from competitors. Next step—I’ll sharpen my brand message consistently across all my channels.

Refine brand messaging and communication channels

Craft simple messages that clearly highlight what makes your products special. This sets you apart from competitors. Domino’s Pizza did exactly this—they revamped their image by openly showing how they improved quality.

Honest ads and better ingredients totally shifted customer opinions.

Your brand voice should feel solid and consistent everywhere—your website, social media, even product packaging. BMW gets this right every time. Customers recognize them instantly, because ads, dealerships, and core values all share the same vibe.

That builds trust and brand loyalty. 4

Adjusting prices and updating products also helps lift your brand in the market.

Key Benefits of Successful Brand Repositioning

When you reposition your brand right, you get big wins that boost your business and help you stand out from rivals. Read on to learn how smart brand changes can transform your company and connect with customers in new ways.

Improved competitive advantage

I’ve noticed how repositioning a brand can truly help companies outshine their competition. My clients have improved their market presence just by shifting customer perceptions. Cadbury, for instance, changed from being seen as simply another chocolate maker—to a brand symbolizing joy, fun, and celebration.

This shift set them apart from competitors, even in a crowded industry. 1 Gucci refreshed its identity too, switching from an outdated luxury brand to one known for fresh, fashion-forward styles.

The change brought in new buyers, driving sales upward. 4

The right positioning strategy lets you take market share from rivals stuck using dated approaches. It also allows your business to charge premium prices, since customers happily pay more if they clearly see your unique value.

This advantage matters even more during tight economic periods—when folks become extra careful about spending. Strongly matching your brand to customer needs creates benefits that stick around for the long haul.

Stronger alignment with customer needs

I keep my brand in line with what customers actually need—by really hearing their feedback. This builds loyal folks who stick around for good. After all, 94% of customers prefer brands that keep things clear about what they offer. 5 My main aim is simple: provide products and services that solve everyday problems customers face. For instance, the American Red Cross handled this perfectly during the 2009 recession.

They adjusted quickly to meet people’s changing needs, leading to great outcomes—a 5% income boost that year, and then a big 26% climb by 2010. Smart repositioning involves keeping tabs on market trends, staying flexible, and acting fast.

The main priority stays fixed on customer experience—not on guessing what people might want.

Conclusion

Brand repositioning goes smoothly if you set clear goals first and truly know your audience. My tip? Figure out what sets your brand apart—and share that story across every marketing piece.

Changes won’t happen overnight, but they’re worth it, boosting sales and customer loyalty. Take Apple or Target—they turned things around big-time by repositioning well. Keep an eye on results, stay flexible, and adjust quickly as markets shift.

References

  1. ^ https://determ.com/blog/brand-repositioning-key-steps-best-examples/
  2. ^ https://dash.marketing/blog/planning-for-the-inevitable-the-ultimate-guide-to-brand-repositioning-with-examples/
  3. ^ https://adilo.com/blog/brand-repositioning-strategies-examples/
  4. ^ https://www.smashbrand.com/articles/brand-repositioning-strategy/
  5. ^ https://www.smashbrand.com/articles/brand-repositioning-in-marketing/
Andrew McKinsey

Andrew MyKinsey is a leading expert in brand marketing strategy with over a decade of experience in the American market. Since founding his firm in 2010, he has consistently driven innovation and success. His educational background includes a Master’s degree in Marketing from Harvard University, along with multiple professional certifications in Brand Management and Digital Marketing Strategy.
Andrew also serves as a member of the American Marketing Association, which underscores his commitment to staying at the forefront of industry developments.
His awards list is extensive; notably, he was named "Innovative Strategy Firm of the Year" three times since 2018 by national marketing associations.
Andrew's contributions to the field of marketing are widely recognized. He has authored several influential articles published in top business magazines such as Forbes and Business Insider.

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