Having a strong brand identity is an important part of running your own company. However, there may be times when you decide to reposition that brand and the image that you are portraying to the public. Perhaps the brand image you decided on is no longer working, or maybe the market has changed so drastically that you need to refigure your place in the market. Either way, there are times when many brands -- even established brands -- may feel the need to reposition themselves within their market.
Weigh The Costs
Redefining your image can seem like a necessity depending on your situation, but it can also be a very costly process. Take a look at clothing company Abercrombie and Fitch. The brand, which has long been associated with their "sexy" image, is making a drastic turn after experiencing years of struggling numbers. The clothing company claims they will no longer be using sex or pictures of half-naked models in their stores to sell clothing.
The company completely rebranded themselves to create an all-American look, similar to popular retailers such as Gap. The company no longer offers preppy polo shirts, sexy clothing and t-shirts with loud, prominent logos. The new Abercrombie and Fitch is much more mature and now has a brand identity that is almost the polar opposite of what it once was. The verdict is still out on whether or not this was a smart move for the clothing retailer, but it is clear that it was a bold one. The sexy image was no longer working for the retailer, so they felt that it was time to make a change.
It was a bold move, but it's also one that may eventually cost the company everything. This is why those considering making a strong change in their brand identity should think about their move first, why they are doing it and what it will mean both for the company and for their consumers.
Ask Yourself These Questions
Here are some questions to think about if you are considering repositioning your brand name. Asking yourself these questions can help you make the smartest decision possible on your approach to your current brand identity:
- What about my brand identity currently isn't working? Is it the actual identity itself that is failing, or are there other factors that are causing my brand to struggle?
Keep these things in mind so that you are able to confidently decide whether to reinvent your brand's personality. It can be a risky decision, but if done properly, it can make a great deal of difference in your company's future. You simply need to be ready and willing to take the plunge one way or another and determine if this repositioning is the best move for you, or if you simply need to stay with the current path you are on.