Revamping your Brand?

Top 3 Strategies for Repositioning, Messaging & Content Creation

Repositioning a company that has evolved beyond its old image and objectives is no small feat. It involves shifting brand perception, re-establishing its value proposition, and adjusting general overall positioning in the market to better align with current business goals and target audience.

Constructing an effective messaging strategy is integral to this process, as it shapes how the company communicates its new identity and offerings.

Below is a quick 3-step guide to help you successfully through the process.

Step 1: Assessment and Research

Before embarking on a rebranding journey, the first critical step is assessment and research. You can’t reinvent yourself without ‘un-blinkering’ your eyes. You’ll need to know exactly where the competition is at, what’s hot and what’s not, and of course, who’s who.

So by all means, go ahead, delve into the market, evaluate your brand, and gather key insights for your successful repositioning.

Start by doing these first four things:

  • Analyze the current market landscape

Spy on your competitors, get clued in on the latest branding trends and ask yourself, where do we fit in today? Also, don’t be afraid to ask: how are we different? And even more importantly: how are we the same?

  • Evaluate your company’s current brand perception

Execute a comprehensive evaluation not only of your company’s strengths, weaknesses, and differentiators, but also of how your brand is perceived by your target audience and the broader market. What needs to change?

  • Identify target audience segments and their needs

Make sure to delve into customer needs, pain points, and preferences. What key pain points and preferences drive youraudience today and how do you plan to solve them better than your competitors can? 

  • Gather insights

Ask anyone and everyone everything. Grill your employees. Ask them about their experiences, trends, customers, anything. Speak to consultants, carry out customer surveys, or simply do some plain old online detective work. Bottom line; when you refine your repositioning approach, you need to ask yourself: how are you going to ensure that this new brand resonates with your audience? Make sure you can answer your own questions.

Market Research

Step 2: Messaging Development

As your brand’s repositioning journey unfolds, the power of effective messaging will soon be center stage. It’s precisely here that you’ll need to shape words and sentiments to resonate with your audience’s hearts and minds. These new messages will be the bridges that connect your brand’s new identity to your target market, your industry, and everyone else who happens to come across your brand. Here’s how to best go about it:

  • Craft key messages that communicate the essence of your repositioned brand and its value

Start by being honest with yourself. What is it you’re actually trying to say? Once you know, say it creatively, yet simply. The delicate balance of creativity and precision is key. And don’t forget to check yourself – how will your new messages drive your goals home? Are the two aligned?

  • Tailor messaging to address the specific needs and pain points of different audiences

Remember in step one we said you should identify customer pain points? Here’s where you’ll answer them. With good messaging, you don’t just offer solutions; you reveal a deep industry understanding of your customer’s world. That inspires both credibility and trust. How are you going to articulate to existing and future customers that you are a true ally on  their journey and the partner to select to come along for the ride?

  • Ensure messaging is clear, concise, compelling, and consistent across all communication channels

Good messaging is a linchpin of success as much as clarity is the compass that guides your audience through the narrative. Conciseness captures attention in a world drowning in information, while compelling language sparks emotions and resonates. By maintaining consistency across all communication channels, your brand’s story becomes a story that should be instantly recognized across every touchpoint. That’s what you should be aiming at. That’s the secret to a strong brand. That’s the slam dunk of communication.

Step 3: Content Creation

So, now you know WHAT you want to say, it’s time to decide HOW you’re going to say it.  And where. Compelling content will bring your brand’s narrative to life. So, whatever you do and wherever you post your content, just remember to make it meaningful and memorable. 

  • Establish your Tone of Voice(TOV)

Think of Tone of Voice (TOV) as your brand’s personality, how you come across to your audience. Are you the casual buddy who cracks jokes, or are you the wise mentor who gives valuable advice? Maybe you’re both. Your TOV sets the vibe for your brand, making you relatable and memorable. So, whether you’re sending an email, posting on social media, or even writing a blog (like this one), remember to keep that TOV consistent. After all, being yourself never goes out of style!

  • Create a range of content assets

Make a plan to shout your new story to the world. Today there are so many options. Make sure to harness the power of varied content forms: website copy, social media updates, insightful blog articles, captivating videos, not to mention visually compelling. These tools will help you breathe life into your repositioned identity across multiple digital landscapes and give you a footprint and identity in the sea of information out there.

In a nutshell

When it comes to your brand’s evolution, think of repositioning, messaging and content as your trusty sidekicks helping guide you into a whole new chapter. If you’re feeling a little nervous about this (sometimes daunting) journey, worry not! At NOW BRANDING, not only are we pros in the rebranding game, but we’re also the folks who penned this blog 😉.
So, if you want to turn your brand into a total superstar, don’t hesitate to drop us a line. 

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