Be Positioned or Get Positioned: Do's and Don'ts for Transforming the Perception of Your Brand

Before launching a company or product, marketers carefully curate a complex set of pieces and parts to create a brand identity. But over time, businesses may find their original positioning no longer reflects their values or offerings. Repositioning can be a difficult, but necessary process that should be undertaken with an outside consultant and a plan for rollout.

During the process, it's important to assess the competitive landscape and create unique points that set the business apart. Keep in mind other languages, too, as direct translations can sound unnatural. Finally, track the reception and don't forget to continually refine the messaging.

With careful consideration and the right steps, repositioning can help capture a company's true identity and set it up for differentiation in the long term.