Brand repositioning is a crucial strategic decision for companies looking to renew themselves in the market and attract new customers. However, the process is full of pitfalls that can compromise credibility and financial results.
According to a study by Interbrand, brands that best adapt to market changes grow 2.5 times faster than competitors. “The main mistake is to think that repositioning is just a visual change. It is a profound transformation that must start from the inside out, involving all touchpoints with the customer and, especially, the internal culture of the company,” explains Eduardo Augusto, CEO of IDK, a marketing, communication, and technology consultancy.
Disconnect between promise and delivery
One of the main mistakes made by companies in the repositioning phase is creating an expectation they cannot fulfill. The survey “Consumer Trust Barometer 2024,” conducted by Edelman, reveals that 71% of consumers quickly lose confidence when a company fails to fulfill its brand promises, with 40% unlikely to return after a negative experience in this regard.
“Before announcing to the world their new position, it is essential to ensure that the company is operationally prepared to deliver on that promise. Repositioning needs to be authentic and sustainable; otherwise, the effect will be the opposite of the desired: loss of credibility and trust,” says Eduardo.
According to the report “CX Trends 2025” conducted by Octadesk in partnership with Opinion Box, 62% of Brazilian consumers have already given up on a purchase after a negative experience. Among the main reasons are unsatisfactory product or service quality (26%), delivery delays (24%), and misleading advertising (24%).
Neglect of integrated digital presence
According to the study “Digital Consumer Trends 2024” by Deloitte, 83% of Brazilian consumers research online before making a purchase, even if the transaction takes place in a physical store.
The research also reveals that 59% of consumers find confusing the communication of brands that present different positions on different digital channels, resulting in distrust and hesitance in the purchase decision.
“We are talking about a generation that takes authenticity very seriously, to the point of not buying from a brand if the non-monetary values are not aligned with their life purposes. For them, the journey is naturally multichannel, and every touchpoint needs to consistently reinforce the brand’s new message. One of the most serious mistakes we observe is when a company repositions its communication in some channels but neglects others, creating a fragmented experience for the consumer,” explains IDK’s CEO.
Internal communication failure
A third point that is often overlooked is internal communication during the repositioning process. “Repositioning is only truly successful when it starts from the inside out. Employees are the first brand ambassadors and need to be aligned and engaged with the new values and directions. A team that does not understand or believe in the new positioning will never be able to convey it authentically to customers. It is also a litmus test for the effectiveness of the repositioning,” emphasizes Eduardo.
According to the “Employee Engagement & Brand Alignment” Gallup survey, companies with high alignment between employees and brand values demonstrate 23% higher profitability than others.
The research also shows that only 27% of employees truly understand and believe in the brand’s positioning they work for, significantly compromising the ability to deliver the promise to the end customer.
Common mistakes in brand repositioning
There are several common mistakes made during the repositioning process. Communication and branding expert, Eduardo Augusto, points out the most common ones:
1) Superficial change: altering only visual elements without revising the purpose and strategy of the brand as a whole.
2) Inadequate timing: repositioning during crises without a clear recovery strategy.
3) Disregarding the brand’s history: ignoring elements that are already valued by current customers.
4) Insufficient research: failing to invest in in-depth studies on the new target audience and their needs.
5) Lack of differentiation: adopting generic positions that do not distinguish the company from the competition.
6) Inconsistent communication: conveying contradictory messages across different channels.
7)Ignoring relevant trends: overlooking significant changes in consumer behavior or the market, especially in the digital environment.
8) Underestimated budget: not allocating sufficient resources to implement changes in all touchpoints.
9) Lack of clear metrics: failing to establish specific KPIs to evaluate the success of the repositioning.
10) Impatience for results: abandoning the strategy prematurely before results are consolidated.
It is notable that many companies underestimate the complexity of a repositioning and end up creating even bigger problems than those they were trying to solve. Especially in Brazil, we see that the understanding of a brand repositioning is directly linked to a new logo and is far from being that. A successful process requires careful planning, internal alignment, and patience to reap the results in the long term
