When you have been working on a brand for a long time, it can be depressing to find out that it is not having the positive effect that you hoped. Examining the brand equity for your website can sometimes reveal that there is virtually no difference between marketing your company with the brand, and promoting it without. This usually means that your current brand is missing the mark, and you are just not connecting with your customers. In order to create a better equity, and retain more customers while bringing in new traffic, you should seriously consider brand repositioning for your website.
Repositioning a brand means changing the angle or design of your current brand marketing campaign, or even simply discarding your brand and starting again. On a website, which needs to be constantly changing in order to keep up with modern trends, it can actually be a good idea to reposition your brand every so often. This keeps the website fresh for your clients, and can also attract and retain customers who would not be otherwise connected, while also allowing you to fine-tweak the Brand Promise or other elements which affect the levels of brand equity.
There are a number of reasons why you should consider brand repositioning for your website. If you are just not attracting the sales that you had at the beginning, then changing the brand can bring back former customers. You would also need to focus upon promoting different elements of your products or services to keep the interest and this can be a positive side effect of brand repositioning. Another reason may be that brand you have chosen does not really match your website, and you are therefore losing customers. For example if you are promoting a brand of shoes with puppies and kittens on, then you would not want a brand image that more resembles a heavy metal poster. Your customers base their opinions of your values upon your branding, so the item and the brand need to be a close, if not completely perfect, match. A brand which clashes with your website or the item or service offered for sale simply has to go, and changing the logo, colors and appearance of your brand can be the incentive that some websites need to completely overhaul the way that they operate – leading to new initiatives that generate more income for the owners.
Brand repositioning can also be a step designed to help the owner of the website with brand management, keeping the brand to a set design, and making it clearly different from other types of brand which are very similar to your own. If a rival company has put out a product with a virtually identical brand to your own, then you can cut down their stealing of your clients by changing the appearance of your brand. This type of brand repositioning can also ensure that you keep up-to-date with your opposition, and don’t become the traditional website, as this can put off some buyers.
There are also several different types of effects which can result from brand repositioning. For example, you may find that changing the look and feel of your brand can make your company more relevant to the customer. If you offer a service, then you may find that your regular customers increase their levels of use, because repositioning the brand has opened up potential uses that the customer had not previously thought of. It may also serve to make the customer take your product more seriously. Sometimes when a website has been used for a long while, clients can feel a bit blasé about your site, and repositioning can make them think again about your products. Repositioning can also ensure that your brand keeps up with changing market conditions that would otherwise have resulted in a drop in sales. By constantly repositioning the brand in the market, websites can keep themselves one step ahead of the competition, and keep up with current trends. Making sure that you don’t fall behind ensures that you retain customers and keep bringing in new ones.
In the more modern era of the social network site, companies also rebrand in response to changing customer demands. Some websites may need repositioning in order to keep the interest of ‘followers’, because it gives them something to notify their fans about, and so keep the company in the user’s memory. Others may hear direct complaints about their current brand, and this can lead them to reposition their brand in the market, hoping to ease customer dissatisfaction with a particular part of the brand’s products.
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