We know that brand positioning is the process that allows you to distinguish the brand from its competitors, creating its own meaning and identifying the place that the brand wants to occupy in people’s minds. It logically becomes a critical tool that, in addition to facilitating differentiation, allows the creation of value and gaining a privileged position in the market.

What happens is that markets are essentially dynamic, they change over time, an aspect that makes it necessary and inevitable to review this positioning. Maintaining brand positioning over time is by no means a guarantee of success. New products, new players, new customer demands are constantly appearing, and positioning needs to survive each new framework. Reviewing it is the way to ensure that the brand remains relevant and appears at the top of mind when it comes to purchasing decisions, for the simple reason that it continues to connect emotionally with its audience. In this regard, it will be necessary to consider the following key aspects in order to detect the need for revision:

Key Aspects That Lead to Brand Repositioning

  • Evolution of the competition: To what extent its growth affects the industry and our own brand.
  • Loss of value: To the extent that the meaning of the brand is diluted, with the corresponding loss of value.
  • Decrease in engagement: The above aspects affect our purchase funnel , which implies a decrease in the scale of notoriety – consideration – purchase – satisfaction – loyalty.

Some time ago it was enough to have a better product than the competition, now you compete in the field of intangibles and in it the star is the brand. It is no longer viable to try to build the future from the past, it is necessary to launch into a projection and this poses new challenges to be solved. New technologies provide huge amounts of data, debugging it and converting it into insights that lead to new strategies requires an approach where the first step is always to identify what you want to achieve and how you imagine it can be.

How to take a photo from the future to the present

The creation of a brand positioning focused on growth responds to a series of factors that will be necessary to guarantee its future in the face of the dynamism of the markets. They may not be exclusive, but they are really important:

1. Agility

It must be integrated into the DNA. Winning strategies are those that get quick answers. In opportunity detection, if a trend emerges, you will have less than six months to integrate it and make it your own.

2. Innovation

It must become a cross-cutting area of the company. It needs to be approached holistically, as part of the culture so that it facilitates the team’s ability to experiment and find new solutions.

3. Always customer-centric

As the cornerstone from which everything revolves. Brand communities can play an important role in facilitating connection in an agile way that is always attentive to new requirements.

4. Putting ideas into action

More than 80% of companies fail to execute their strategies. Implementing a structured approach will facilitate targeted actions and ensure the best success of any initiative.

Brand positioning is a great strategic tool that will help any brand succeed. It will facilitate its growth and strengthen the foundations of the business to settle it in the face of changes in the market. That is why it is important to always keep it in the spotlight and thus correct any type of deviation. This will involve allocating the necessary time or, better yet, having an external vision that allows a contrast with the internal position. Understanding its importance is critical to achieving and maintaining a meaningful space in people’s minds and hearts.


Carlos Puig Falcó

CEO of Branward®

Photos: Shutterstock

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