When to think about repositioning your brand?

[shukla7789]

When to think about repositioning your brand is a question that every strategy professional thinks about at least once a week. Is it the right time? Is there a specific time frame? Does it have to be done every 3 years? Can it be done after the World Cup? These are questions that linger in the minds of every manager.

There is no right answer to this. Remember, we advertisers come from the humanities, so we don't work with something exact like mathematics where 2+2 is always 4; in marketing there are no miracle formulas, well, there are, but they only work for those who sell them. In marketing there is a lot of theory, it's true, but the execution depends a lot on the moment the company you work for – or serve as an agency – is in, but one thing can guide you: Digital Transformation is changing the way the world consumes and this can be the lever for your company's movement to reposition itself in the market.

All brands should periodically conduct surveys to learn self employed database behaviors, and these surveys will assess whether or not they need to reposition themselves. Brands like Coca-Cola constantly change their positioning, and that's fine, as long as, like Coca-Cola, their essence never changes. That's what matters in the end. Coca-Cola's essence is happiness, and we'll always see that in its commercials.

Research is essential

When we conduct research, we seek answers, which may, for example, be new priorities in life for each of us. I hate to talk about this subject, but does anyone doubt that the pandemic has changed the way we all see the world? Research can point to new ways of seeing society and force brands to create new ways of relating to their audiences. Therefore, paying attention to trends and acting according to what consumers want is so important for companies that if this is not happening, repositioning the brand begins to make sense.

So, can the answer to the question “when to think about repositioning your brand” be found in a survey? Yes and no! And let me explain. The survey can point this out, but for this information to emerge, the survey needs to be directed towards this. However, it will provide insights that you can follow or not. Therefore, more than faithfully believing that the survey will show the answer, believe that the survey will give you ways to collaborate with various factors for this decision-making, such as market studies and looking at new behaviors.