For 54% of consumers, the set of identity elements of a brand, such as Message, values and visual identity, is decisive at the time of purchase, as pointed out by a study carried out by the Guia dos Melhor platform.
A brand repositioning is a valuable tool, but it needs to be conducted with care and anchored in a strategic plan.
But why and when to reposition a brand? The process happens because, as they grow, brands and companies go through different moments of reflection about the guidelines that form your identity. Of these reflections, they are often born repositioning actions – A movement that requires a good dose of self-knowledge and an open mindset for significant operational, ideological and visual changes.
According to studies of consumption neuroscience, established marks activate brain areas related to the affective memory and the sense of belonging.
When it comes to a new name, the change needs to be made with a strategic focus to sustain the transition, sometimes taking years for consumers to understand the change and the new brand consolidates.
