Brand repositioning is a crucial strategic decision for companies looking to renew themselves in the market and attract new customers. However, the process is fraught with pitfalls that can compromise credibility and financial results.
According to study by Interbrand, brands that best adapt to market changes grow 2.5 times faster than competitors. “The main mistake is thinking that repositioning is just a visual change. It’s a profound transformation that must start from the inside out, involving all customer touchpoints and, above all, the company’s internal culture,” 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 during repositioning is creating expectations they cannot fulfill. The research “Consumer Trust Barometer 2024”, conducted by Edelman, reveals that 71% of consumers quickly lose trust when a company fails to deliver on its brand promises, with 40% unlikely to return after a negative experience in this regard.
“Before announcing your new positioning to the world, it’s essential to ensure the company is operationally prepared to deliver on that promise. Repositioning must be authentic and sustainable; otherwise, the effect will be the opposite of what’s desired: a 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 abandoned a purchase after a negative experience. The main reasons include unsatisfactory product or service quality (26%), delivery delays (24%), and misleading advertising (24%).
Neglecting an 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 occurs in a physical store.
The study also reveals that 59% of consumers find the communication of brands with inconsistent positioning across different digital channels confusing, leading to distrust and hesitation in purchase decisions.
“We’re talking about a generation (Gen Z) that takes authenticity very seriously—so much so that they won’t buy from a brand if its (non-monetary) values don’t align with their life purposes. For them, the journey is inherently multi-channel, and every touchpoint must reinforce the brand’s new message consistently. One of the biggest mistakes we observe is when a company repositions its communication in some channels but neglects others, creating a fragmented experience for the consumer,” explains the CEO of IDK.
Failure in internal communication
A third often-neglected aspect is internal communication during the repositioning process. “Repositioning is only truly successful when it starts from within. Employees are the brand’s first ambassadors and must be aligned and engaged with the new values and direction. A team that doesn’t understand or believe in the new positioning will never convey it authentically to customers. It’s also a thermometer of the repositioning’s effectiveness,” emphasizes Eduardo.
According to the survey “Employee Engagement & Brand Alignment” by Gallup, companies with high alignment between employees and brand values are 23% more profitable than others.
The survey also shows that only 27% of employees truly understand and believe in their brand’s positioning, significantly compromising their 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 highlights the most frequent ones:
1) Superficial change: altering only visual elements without reviewing the brand’s purpose and overall strategy.
2) Poor timing: repositioning during a crisis without a clear recovery strategy.
3) Disregarding brand history: ignoring elements already valued by current customers.
4) Insufficient research: failing to invest in in-depth studies about the new target audience and their needs.
5) Lack of differentiation: adopting generic positioning that doesn’t distinguish the company from competitors.
6) Inconsistent communication: conveying contradictory messages across different channels.
7) Ignoring relevant trends: neglecting important shifts in consumer behavior or the market, especially in the digital space.
8) Underestimated budget: not allocating sufficient resources to implement changes across 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 solidify.
“It’s notable that many companies underestimate the complexity of repositioning and end up creating even bigger problems than those they were trying to solve. Especially in Brazil, we see that the perception of brand repositioning is directly tied to a new logo, and it’s far from being just that. A successful process requires careful planning, internal alignment, and patience to see long-term results,” concludes the CEO of IDK.
