Repositioning
You are moving into a new market with a brand built for the old one.
Moving upmarket, into a new segment or into a new geography changes who is judging the brand. The identity was built to win the old buyer.
Fig. 1
Where they were
Where they are going
The gap the move has to close. [Client, shown with permission]
Signs you will recognize
- You are moving upmarket or into a new segment.
- You are entering a new geography.
- New buyers do not see you as an option.
What the engagement changes
The brand speaks to the new buyer first.
[How: one sentence on positioning.]
The move reads as a step up, not a pivot.
[How: one sentence on the identity work.]
Existing clients come along.
[How: one sentence on the transition.]
How it runs
One VBP engagement, with positioning included. It starts with a VPS reading and runs four to twelve weeks, depending on the deliverables.
Read the approachNext step
Start with a Brand Assessment.
Book a Brand AssessmentOther situations