Brand Repositioning vs. Rebranding: What Your Business Actually Needs

Not every brand follows the path it originally set out on. Some pivot their business models entirely, while others simply change how they look, sound, and speak to their audience. But, when it’s time, how do you know what kind of change your brand actually needs? Have you ever felt confused considering the brand repositioning vs rebranding difference?

Don’t worry, this confusion is very real, and you are not alone! On the surface, they appear similar, but the truth is that there is a world of difference between the approaches. Choosing the right approach at the right time can be game-changing. But that’s not just it – the wrong approach can turn out to be an expensive mistake! And as you know, sometimes, there are no second chances. 

That’s why it’s crucial to address the brand repositioning vs rebranding difference. We’re discussing the differences and some practical strategies for each approach. 

Understanding the “What”: Brand Repositioning vs Rebranding 

To begin with, let’s know what these terms mean so that we know which approach works where. 

What is brand repositioning? 

Brand repositioning is exactly what it sounds like – the process of changing your brand’s position in the market or how it’s perceived by your target audience. But what truly stands out is that with repositioning, the core identity often remains unchanged. 

In short, brand repositioning allows a brand to evolve with the market and stay relevant. Additionally, this can often be a measure you take to attract new audiences without having to alienate your existing audience. 

Therefore, brand repositioning is about evolving your brand story and not about changing your brand entirely. Here are a few reasons why brands choose to reposition: 

• They need to clearly reinforce their brand’s values and messaging in a crowded market. 
• Adapt to and stay relevant in an ever-changing landscape.
• Respond to any possible shifts in the market due to the competitors’ moves. 

What is rebranding? 

To understand the brand repositioning vs rebranding difference, let’s now talk about rebranding. Rebranding is all about giving the brand identity an overhaul. In other words, it is about changing the look and feel of the brand in the physical world. 

This could be in the form of:

• A new logo
• Color palette upgrade
• Changes to brand typography
• A complete shift in the visual style 
• Or even changing the brand name altogether

So yes, rebranding is a full transformation that sends clear signals to your audience that your brand is changing. While brand repositioning shifts perspectives, rebranding is about redefining the brand itself and its identity. 

Here are a few reasons why brands choose to rebrand: 

• When the brand has outgrown or evolved from its previous version, the old identity does not feel relevant any longer. 
• Sometimes it is about working on the brand’s reputation. A refreshed identity can often rewire the brand’s reputation. 

With the differences between brand repositioning vs rebranding clarified, let’s now talk about the “when”. This is to dig deeper and understand when you should consider brand repositioning and when you should make the big shift with your brand identity. 

When is Brand Repositioning the Right Move? 

You need to shift customer perception 

Sometimes, it so happens that your brand identity sits fine with your audience but their perception of your brand needs to change. That’s when the brand repositioning vs rebranding difference stands out strongly. You need to reposition without touching your brand identity. 

In such cases, you know that your core offerings are still relevant, but your audience perceives you as outdated or only specific to a demographic. Hence, you need to adjust your messaging, your visual cues, and the language in your ads and marketing efforts so that you can fine-tune your audience’s perception of your brand. 

For instance, consider the many legacy alcoholic brands now entering the non-alcoholic space, not to reinvent who they are, but to reshape how and when consumers see them fitting into modern lifestyles.

Old Spice is one of the best examples of brand repositioning. There was a time when the brand was seen as an outdated aftershave for older men, but the brand wanted to reinforce its position with the younger audience. That’s when their breakthrough commercial featuring Isaiah Mustafa was released. 

This ad and the subsequent marketing strategies that followed pulled off a radical perception shift. From a dad’s aftershave brand to a smart and witty one that resonates with younger audiences, the repositioning has paid off. More than a decade later, the brand’s tone still holds strong. Take their recent commercial, for instance. Of course, Isaiah Mustafa had to make a comeback! 

You are entering a new market, but your old identity holds value 

When you are expanding into a new geographical or cultural market, you do not have to transform your identity and start from scratch. Especially when your current brand identity has strong value, your logo and colors are well recognized around the world! 

In such cases, slightly tweaking your messaging to sound relevant to the local audience makes better sense than revamping your brand identity. In other words, you are shifting your tone and language to connect with a different audience while also tapping into the power of your existing brand identity. 

Let’s explore this with the Starbucks example. Starbucks has a global presence in the coffee market. However, introducing a very American coffee culture into a country like India with a strong coffee culture of its own can be a challenge. So, how did Starbucks successfully reposition itself within the Indian market? 

While retaining its iconic logo and brand identity, the brand tweaked its messaging to resonate with the local culture. From subtly changing the store ambiance to its pricing strategy and localized menu offerings like the Kala Khatta Cold Brew in Mumbai, India. 

View this post on Instagram

A post shared by Starbucks India (@starbucksindia)

Moves like these position the brand as aspirationally expanding but culturally aligned. 

When is Rebranding the Better Option? 

You’re facing a legal crisis, and a name/identity change is the best choice 

Sometimes your position in the market is the same, and the customer perception is right where it has to be, but you still cannot keep the name or identity. This can particularly be when your brand runs into legal battles – trademark or copyright issues, or even disputes over brand ownership. Because, when this happens, you need to break ties with your old identity.

You need to give your brand identity a makeover so your legal issues are sorted and your customers see your brand in a new light. 

The fitting example right here will be the story of how the World Wrestling Federation (WWF) became the World Wrestling Entertainment (WWE). The reason for the brand name pivot? The trademark issue they had with the World Wide Fund for Nature (WWF). 

The result? The brand changed not just the name but also its logo and identity to align with the pivot. While the logo style was retained, the “F” was dropped from the logo, and the identity got a shift. 

As you can see, in this case, the brand repositioning vs rebranding difference is clear here – you need a rebranding without a doubt. However, the real question is, how much of your brand identity needs to change? It could be a brand name change, as with WWE, or a logo change and a complete makeover. 

Your visuals feel outdated or out of touch with your brand 

There are times when your brand offerings are the same, but your brand identity just feels outdated. In other words, there is a notable disconnect between where your brand is headed and your current brand identity. Or perhaps the identity feels disconnected from the current audience. In such cases, the influence of aesthetics stands out. 

The key is to rework your brand’s look and feel so that it reflects the energy and passion of your brand. That’s when you need a visual rebrand – a transformation of your brand identity. 

But yes, remember that in such instances, your brand look changes, but the essence of your brand might not necessarily change. 

Pepsi’s recent rebranding and its new logo are a good example. While the old brand identity was good, they wanted to create something better. Something better aligned with the current audience and suitable for the modern digital-first landscape. But they did so while embracing the brand’s heritage and evoking a hint of nostalgia through their new design. 

As you can see, the refreshed identity brought back the dynamic vibe of earlier eras while the sleeker typeface and flat design embrace what works in modern times. All this while keeping the brand identity scalable too! 

Sometimes You Need Both! 

We spoke about occasions where brand repositioning feels right and those when rebranding is the only option. But there are other occasions when you need a bit of both. In other words, the brand repositioning vs rebranding difference fades in the background, and you need to reposition your brand a little while also giving your identity a tweak. 

What are some occasions where you need to combine these strategies? 

• This could be when you are pivoting to a whole new market, leaving behind your old approach, and your current identity is too culturally aligned with your old market. You need to adjust your core messaging (repositioning) to appeal to this new audience, but also adapt your identity (rebranding elements) to shed old, limiting ties and better resonate culturally.
• Your core business has evolved beyond recognition. Perhaps you started small with a single product or service in focus, but over the years, your business has grown, and your old identity does not justify the evolved model. 
• Perhaps there is a reputation crisis. That is, your brand reputation has taken a hit, so you have to tweak your messaging and your identity to transform your target audience’s perception of your brand. 

In all of these scenarios, a nuanced approach that balances a slight repositioning and a brand identity makeover is key. 

An impactful example here is Weight Watchers’ evolution to WW. For decades, WeightWatchers remained a brand associated with traditional weight loss programs. However, when they made a pivot to a global wellness company, they rebranded to WW. This sleek and minimalist identity also became scalable and versatile enough for the brand to venture into new markets. 

Making Your Move: Quick Tips for Brand Repositioning & Rebranding 

Decoding the brand repositioning vs rebranding dispute is just the first step. The real work lies in the execution. So, no matter what path you choose, here are some tips to proceed with your brand’s evolution. 

• Before anything else, start with “why”. Clearly defining the problem you are trying to solve helps clarify the choice between these approaches. Remember that your “why” will help you understand the “what” and “how”. 
• Know your audience inside out. After all, you do not want to rebrand or reposition so much that your current audience feels left out. When rebranding, you do not want your new identity to be unrecognizable to your existing audience. So, thoroughly analyze what bits of your branding to retain and what bits to change. 
• Remember to align internally as well. External changes will not make much of an impact if your internal processes remain untouched. 

In addition to these, let’s also address the question of design workflows. Whether you are changing your logo or not, there are some design requirements that come up when you reposition or rebrand. 

• Invest in new ad creatives for diverse digital and print channels as required. The designs you need depend entirely on the reason you are shifting. 
• Ensure that you tweak your brand guidelines, recording what’s changing and why. 
• Align marketing copy and visuals with the story behind your rebranding or repositioning to clearly tell your customers what’s changing and what’s not. 
• Most importantly, work with a dependable design partner to create consistent designs that establish your changed brand position or identity in the days to come. 

Ready to Rebrand, Reposition & Regrow Your Brand? Collaborate With the Right Design Partner

To conclude, whether you choose to rebrand or reposition, you need designs that tell the story of what’s coming and what’s going. You need a visual narrative to eliminate confusion and keep your customers in the loop. This is where a dependable design partner like KIMP comes in. 

Got a brand repositioning or rebranding lined up? An unlimited design service like KIMP can give you the confidence of a go-to design team to take care of all your marketing and branding creatives. 

Ready to experience the KIMP difference? Sign up for our 7-day free trial!