Armed with insights from your client council and behavioral data, it is time to utilize these findings to inform the repositioning of your brand.
As always, context is everything. The success of any marketing or sales campaign often rides on its ability to tackle the influences from lifetime or current industry trends as well as answer the current needs and pain points of your clients or prospects. Therefore, effective positioning to meet the state of the market is essential to ensuring consistent growth and the completion of your objectives.
Tackling an economic softening starts with brand repositioning. As the market shifts and realigns, so will your competitors. Take time to be introspective, assess your standing, and how your current strategy is performing.
Here are some key elements to consider making adjustments to or completely overhauling:
In times of economic softening and an increased pressure for marketers to provide consistent ROI, many services will fall onto your clients’ chopping block as fat to trim. It is at this point where it is imperative to re-establish the unique value your brand and solutions offer your existing clients and prospects.
In terms of your brand, this is a great opportunity to revisit the roots and legacy of your company, as well as your original positioning. Assessing the foundation of your brand allows you to get straight to the original value proposition of your company beyond your products and to decide how it compares to the context of today.
From this introspection, identify your core competitive edge and work to capitalize on it. Considering your legacy will help you build a roadmap for the future and inform the next step of your brand repositioning.