How to Reposition Your Brand As a Retailer or Ecommerce Business

When your potential customers have so many options to buy & several retailers and eCommerce stores as choices, why should they buy from you?

What do you have that your competitors don't? 

How are you special? 

Why should any customer choose your brand or business, if everything else such as product, quality, and price remains more or less the same? 

Shopify says that smart entrepreneurs use these questions to find answers that help them give a competitive edge. 

Brand repositioning is a critical process for any retail or eCommerce business that seeks to adapt to changing market conditions, consumer behaviours, or competition.

A successful repositioning can reinvigorate a brand, attract new customers, and restore growth even in the most challenging of times.

However, repositioning is a complex undertaking that requires a clear strategy, deep market insights, and careful execution.

Let's dig in deep and see how retail and eCommerce businesses can reposition their brand effectively and the key steps to take to ensure long-term success.

1. Understand the Need for Repositioning  

Before diving into the specifics of brand repositioning, it’s crucial to understand why it might be necessary. In the dynamic landscape of retail and eCommerce, a brand’s relevance can erode over time due to various factors:

• Market Evolution: Consumer preferences and needs change, influenced by trends, technology, and external events (e.g., a global pandemic).

• Increased Competition: The rise of new competitors or shifts in the competitive landscape can render a brand’s position less compelling.

• Brand Fatigue: Customers may simply lose interest in the brand if it doesn’t innovate or stay aligned with their values.

• Rebranding for New Audiences: As a company expands into new demographics or regions, the brand might need to evolve to resonate with these new customers.

Whether a brand has become outdated or the market has shifted in ways that demand a new approach, identifying the "why" behind the need for repositioning is the first critical step.

2. Conduct a Comprehensive Brand Audit  

Once the need for repositioning is clear, conduct a thorough audit of your existing brand.

What does your brand stand for? What's unique about you? What's that brand voice like? What's your brand trying to communicate over and over? Note: this goes beyond your logo, brand colors, and fonts.

A brand audit helps to understand how the brand is currently perceived by customers, what it stands for, and where it is falling short. This process should include:

• Customer Feedback: Surveys, focus groups, or interviews with existing customers can provide invaluable insights into how they perceive the brand. Tools like SurveyMonkey and Google Forms can help gather this data.

• Competitor Analysis: Evaluate how your competitors are positioning themselves in the market and identify gaps or opportunities where your brand can stand out.

• Brand Consistency: Assess how your brand is being presented across various touchpoints — website, social media, packaging, and in-store (if applicable). Is there consistency in your messaging, visual identity, and customer experience?

This audit will lay the foundation for developing a new positioning strategy that better aligns with customer expectations and market trends.

Post the self-audit, think about the gaps you now have: Is something missing? Are you not saying what you should be saying? What's "between the lines"?

3. Define a New Brand Vision and Value Proposition  

Repositioning is about redefining what your brand stands for and communicating that clearly to your target audience.

The next step is to revisit your brand’s vision and value proposition, ensuring they reflect what your brand now offers or aspires to offer.

Key elements to consider:  

• Mission and Purpose: Why does your brand exist? Reevaluate your brand's purpose and mission. For example, if your company originally positioned itself as a budget-friendly option, but consumer preferences have shifted towards sustainability, your new purpose might center around eco-friendly practices.

• Core Values: What are the guiding principles of your brand? These should resonate with the values of your target audience. Brands like Patagonia are an example of how core values (e.g., environmental sustainability) can become central to a company’s positioning.

• Value Proposition: Clearly define the unique benefits your product or service offers compared to competitors. Are you faster, more convenient, more personalized, or more eco-conscious? A strong value proposition answers the customer’s question: "What’s in it for me?"

According to Harvard Business Review, a successful repositioning strategy requires shifting customer perceptions at both an emotional and functional level, addressing both the how and why behind a brand’s promise (source: HBR)

4. Reassess Your Target Audience  

A brand repositioning effort may involve adjusting or expanding your target audience. To do this effectively, dive deep into your customer segmentation and ensure that your new positioning resonates with the audience you aim to attract. Consider:

• Demographics: Are you targeting younger, more tech-savvy consumers or older, more established buyers? How do their needs differ?

• Psychographics: What are the attitudes, values, and lifestyles of your ideal customer? Are you targeting customers who value luxury, sustainability, convenience, or price?

• Behavioral Factors: How does your target audience shop? Online-only shoppers, in-store buyers, or omnichannel consumers might have different preferences and expectations.

By understanding the nuanced needs of your target audience, you can tailor your messaging and positioning to appeal to them effectively.

5. Refresh Your Brand Identity and Messaging  

Once the strategic foundation has been laid, it’s time to refresh your brand identity. This step typically includes visual elements (logo, color palette, typography), tone of voice, and overall messaging. Key tactics include:

• Logo and Visual Design: A modernized logo or packaging can visually signal a shift to your audience. However, drastic changes should be approached cautiously to avoid alienating loyal customers.

• Messaging and Tone: If your brand’s voice has been overly formal or generic, consider shifting to a more conversational and relatable tone to resonate with today’s audience. Tailor your messaging to match your new value proposition.

• Storytelling: The way you tell your brand’s story is critical in repositioning. Be authentic and transparent, focusing on what has changed and why it benefits customers.

For example, Nike’s “Just Do It” campaign and messaging have evolved over time, shifting focus from merely selling products to embracing inclusivity, empowerment, and social causes.

This has allowed Nike to stay relevant and appeal to newer, socially conscious audiences (source: Nike Marketing Strategy).

6. Communicate the Change Across All Channels  

Effective communication is essential when repositioning a brand. Ensure your brand's new positioning is communicated consistently across all touchpoints, including:

• Website and eCommerce Store: Revise product descriptions, value propositions, and visuals on your website to align with your new brand identity.

• Social Media: Utilize social platforms to tell your brand’s updated story. Engage with customers through posts, videos, and ads that reflect your new message.

• Customer Service: Ensure your customer service team is aligned with the new positioning and messaging so they can effectively engage with customers and reinforce the updated brand identity.

Consistent, clear communication helps customers understand the changes, reinforces your commitment to the repositioning effort, and drives brand loyalty.

Repositioning a retail or eCommerce brand is a major undertaking, but with the right approach, it can lead to stronger customer relationships, increased market share, and long-term success.

By understanding the reasons behind the repositioning, conducting a thorough brand audit, redefining your value proposition, refreshing your identity, and communicating effectively, your brand can emerge stronger and more relevant than ever before.

Successful repositioning requires a mix of strategic thinking, creative vision, and operational execution — but done right, it can help a business navigate change and future-proof itself in an ever-evolving marketplace.