![\"repositioning](\"https:\/\/prgn.cullencommunications.ie\/wp-content\/uploads\/2023\/03\/2023.03.13_What-to-Consider-When-Repositioning-a-Brand-in-2023_Roop-and-Co-1024x618.jpg\")
Here are six key considerations to keep in mind when repositioning a brand in 2023:<\/p>\n
1. Assess Your Current Brand Position<\/h2>\n
The first step in repositioning your brand is to evaluate your current brand position with unflinching honesty. This evaluation includes understanding your current brand identity, perception and reputation in the market. By assessing your brand\u2019s current position, you can identify the areas where changes are necessary and determine what aspects of your brand you want to maintain.\u00a0<\/span><\/p>\n For example, Weight Watchers repositioned its branding in 2018<\/a> to better align with updated cultural ideas like the body positivity movement and holistic wellness. The original brand position was deeply rooted in the often-unhealthy diet culture of the 90s and early 2000s. In 2018, the company repositioned itself as \u201cWW\u201d in an effort to shift its focus from a weight-loss diet to a plan that embraces overall health and wellness. WW recognized how its previous positioning aligned with harmful ideologies and took measures to reposition in such a way that allowed the organization to continue thriving as a popular brand in the health and wellness space.<\/p>\n The second consideration in repositioning your brand is to identify your target audience\u2014which is critical for developing a brand position that will resonate and inspire action. It\u2019s important to conduct market research to identify your ideal customer\u2019s demographics, psychographics and purchasing behavior.<\/p>\n An example of this is Abercrombie & Fitch<\/a>, which has gone through a few successful brand repositionings by specifically targeting the interests of its audiences. More than a century ago, Abercrombie started out as an outdoor sports equipment store that sold fishing tackle, tennis clothes and even elephant guns for big game hunting. Originally intended for upper-class sportsmen, the company attempted to reach a more middle-class audience in 1988, pushing its narrative of \u201ccasual luxury\u201d with its products. Following this, Abercrombie & Fitch again repositioned to target older teenagers in the early and mid-2000s by featuring shirtless models and a dark, sensual ambiance in their stores.<\/p>\n Just recently, Abercrombie & Fitch repositioned once again in response to the rising sexualization of teenagers. This most recent repositioning<\/a> targets young adults in their late teens and early 20s, giving off a more wholesome, inclusive aesthetic<\/a> and successfully keeping the brand relevant for over 130 years.<\/p>\n Once you’ve assessed your current brand position and identified your target audience, the next step is to define your brand positioning. This involves creating a unique value proposition that sets your brand apart from its competitors.<\/p>\n For example, in 2019, Nike<\/a> repositioned its brand to focus on inclusivity and diversity. The company launched a new ad campaign called “Dream Crazier,” which celebrated female athletes who broke down barriers and challenged societal norms. The campaign was designed to position Nike as a brand that stands for equality and empowerment, and it resonated with consumers who shared those values.<\/p>\n If they think your dreams are crazy, show them what crazy dreams can do. #justdoit<\/a> pic.twitter.com\/m5xMlC3vhc<\/a><\/p>\n \u2014 Serena Williams (@serenawilliams) February 24, 2019<\/a><\/p><\/blockquote>\n2. Identify Your Target Audience<\/h2>\n
3. Define Your Brand Positioning<\/h2>\n
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