For 54% of consumers, the set of identity elements of a brand, such asmessage, values, and visual identityis decisive at the moment of purchase, as indicated by a study conducted by the Guia dos Melhores platform.
A brand repositioning is a valuable tool, but it must be conducted withcare is anchored in a strategic planning.
But why and when to reposition a brand? The process happens because, as they grow, brands and companies go through differentmoments of reflectionabout theguidelines that shape your identity.From these reflections, they often ariserepositioning actions- a movement that requires a good dose of self-awareness and an open mindset for significant operational, ideological, and visual changes.
According to studies from theconsumer neuroscienceestablished brands activate areas of the brain related toaffective memory and the sense of belonging.
When it comes to a new name, the change must be made with a strategic focus to support the transition, sometimes taking years for consumers to understand the change andthe new brand consolidates.
