What Prompts a Marketing Manager to Adjust Brand Positioning?


    What Prompts a Marketing Manager to Adjust Brand Positioning?

    In the dynamic landscape of branding, a Chief Marketing Officer recounts a pivotal moment of redefining a brand's narrative due to evolving product demands. Alongside industry leaders, we've gathered additional answers that reflect a spectrum of experiences, from the influence of technological advancements to regulatory shifts. These insights navigate through various factors that necessitate the agile adjustment of a brand's positioning, culminating with the need to stay ahead of regulatory changes.

    • Evolving Product Demands New Narrative
    • Authenticity Attracts Like-Minded Audience
    • Competitors Prompt Positioning Shift
    • Consumer Behavior Dictates Brand Evolution
    • Differentiation Strategy Overcomes Market Saturation
    • Technological Advancements Influence Brand Strategy
    • Regulatory Changes Necessitate Positioning Update

    Evolving Product Demands New Narrative

    It's happening right now! The forcing function is pretty simple—the product has evolved to be far more capable and sophisticated than it was 12 months ago. We're still very good at the things we're best known for (niche marketing use cases), but we're completely unknown for the higher-level things we can now do (AI-driven workflows for the entire GTM team). This is forcing our positioning from a PLG, end-user focus, to an Enterprise Sales, C-level focus. No small feat!

    We're focused on: 1) Crisply identifying the big problem we solve; 2) Designing a narrative to contextualize that problem and frame our solution; 3) Finding the distribution channels that best serve our adjusted ICP. Should be fun!

    Kyle Coleman
    Kyle ColemanCMO, Copy.ai

    Authenticity Attracts Like-Minded Audience

    Early on in my entrepreneurship journey, I was casting a wide net in terms of my marketing. I would give general marketing tips for business owners throughout my content. After working with a few clients, I found that I enjoyed working with bold, creative types who aren't afraid to take risks in building their brand. Truthfully, I've always kind of gone my own way in life, and so it made sense why it was proving easy to connect with like-minded individuals.

    Once I realized this, I needed to adjust my own branding and positioning to authentically speak to my new target audience. I shifted my brand's design aesthetics, the way that I showed up on social media, and the tone that I used to communicate with them.

    Megan Gersch
    Megan GerschOwner + CEO, Megan Gersch

    Competitors Prompt Positioning Shift

    When new competitors enter the market, they bring fresh approaches and innovations that can jeopardize the status quo. A marketing manager may notice that these emerging competitors are offering something different that resonates with the target audience. This disruption can lead to a loss of market share if not addressed promptly.

    To stay relevant and maintain a competitive edge, the marketing manager might decide it's time to reevaluate and adjust the brand's positioning. Keeping an eye on the competition is essential; take action to ensure your brand continues to stand out.

    Consumer Behavior Dictates Brand Evolution

    Changes in consumer behavior can be subtle but impactful, signaling to a marketing manager that the current brand positioning might no longer resonate with the audience. Factors such as changing preferences, values, or lifestyles can significantly influence what consumers seek from brands. If the brand fails to evolve alongside its consumers, it risks becoming outdated.

    Consequently, a marketing manager needs to be vigilant and proactive in adapting the brand's message to align with consumer expectations. Watch consumer trends closely, and be ready to steer your brand in a new direction.

    Differentiation Strategy Overcomes Market Saturation

    In an industry where many companies vie for attention, a brand can easily become lost in the noise. This is especially true when the market reaches a point of saturation with similar products and services. A marketing manager faces the task of ensuring their brand stands out through a clear differentiation strategy.

    To prevent their brand from blending in with the rest, they must identify and emphasize what makes it unique. Now is the time to innovate and distinguish your brand; define what sets it apart and make that your focus.

    Technological Advancements Influence Brand Strategy

    Rapid technological advancements can completely transform how products or services are delivered and consumed. A marketing manager must be alert to such changes in order to keep the brand's positioning relevant and competitive. When new technology changes how things are done, it also changes what customers expect from brands.

    It's crucial to adapt the brand strategy to not only keep up with but to leverage these technological changes. Embrace new technology and make sure your brand's positioning reflects the innovations in your industry.

    Regulatory Changes Necessitate Positioning Update

    External factors such as regulatory changes can have a significant impact on how businesses operate and market themselves. When new laws or regulations come into effect, a marketing manager may realize that the brand's current positioning is no longer viable or compliant.

    In order to maintain a positive and lawful presence in the market, it's necessary to adjust the brand positioning in a way that aligns with the new rules. Regulatory alterations require swift response; revisit your brand's message to ensure it fits within the new framework.