Brand repositioning

Brand repositioning and sales growth

Is your brand not reaching the right audience? Or maybe it needs a new narrative to compete more effectively? Repositioning is the process of redefining values and adapting strategy to the changing market. We study customer needs, test new concepts and create a transformation plan. We help adapt communication, offer and marketing activities to increase sales and customer loyalty.

The world is changing, and so are customer expectations. If your brand is not keeping up with trends or is no longer attractive, repositioning is a chance for a fresh start.

How did brand repositioning created Potęga Sprzedaży?

For the Echo brand, which deals with building effective sales processes and running online campaigns aimed at acquiring sales leads. In talks with the Owners, we obtained a very clear strategic vision of the brand – Echo is a Partner who is not afraid of responsibility, his actions are fully measurable and bring profit to the company he works for.

Our task was to deeply lift the brand, i.e. we left only the brand name as the brand’s signals, developed a completely new brand identity and created a new creative concept.

When starting the process, we relied on the strategy and development plan provided by the Management Board and an in-depth analysis of our competitors’ brand communications.

When designing the new brand, we wanted it to be very rational, strongly referring to the “mathematical” approach to sales and at the same time “catching the eye” on the Internet. In the slogan Power of Sales, we put emphasis on ambiguity: a reference to the “mathematicality” of the visual style as well as a declaration of knowledge and strength in the area of sales.

We achieved the effect of rationality by designing a strong, stable sign in which we “fitted” symbols of mathematical signs related to “increasing” the sales sum (addition, multiplication, exponentiation).

We achieved the emotional effect by taking inspiration from the “Warholian” style of using strong colors.

The process continued with the design of virtually all media used in everyday work. We developed a full package of pro-sales materials and assumptions for communication in social media (LinkedIn, YT, Facebook) along with graphic templates used in advertising campaigns (Google Ads and FB Ads). The brand lift was complemented by the development of clickable website mockups – ready for implementation.

The result? A strong distinction for the brand in the difficult market of performance marketing agencies.

Effective change of brand positioning

Delivery time: approx. 6 months
Every company making a change in the area of brand communication is afraid of its effects and impact on sales. In our process, each stage is a precisely planned step that minimizes risks while opening a new story of brand development.

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Stage 1. Strategic vision and change objectives We conduct workshops with the Brand Owner, who defines the desired direction of change and the goals they want to achieve. Understanding the Owner's business needs is key for us.

Stage 2. Brand and market perception analysis We check how your brand is perceived by the market and how we perceive it as experts. We describe the Personas with whom the brand communicates or intends to communicate.

Step 3. We verify the brand identity (sometimes changes are not necessary in this area) If a change of identity is not necessary, we collect its main values and describe them. Sometimes, at this stage, small changes appear. The result of the work is coherent strategic guidelines for creative work.

Stage 4. Adjusting brand signals Depending on the type of change, we develop a completely new brand language, product presentation and marketing strategy, or we make only minor changes, i.e. refreshes.

Stage 5. We create the brand's visual style Typically, our work includes changing the colors and the so-called key visual, i.e. the unique style of brand communication (we create a set of characteristic visual elements that distinguish the brand). We recommend creating 2 creative lines so that the Client can choose the style that suits them best. In order to avoid intuitive choices, we suggest conducting research in target groups - this allows to minimize the risk of introduced changes.

Stage 6. Implementation of changes We comprehensively prepare projects used in everyday communication, including print collateral, social media, and sales materials. An essential element of change is the implementation of a new website or e-commerce. Sometimes we also design packaging - especially for FMCG brands.

Stage 7. Development of a visual identification system In the codification stage, we create guides and materials that organize brand communication in the future. We prepare a brand book, brand guide, icon libraries, post templates and a design system for digital communication.

The goals of the changes can be very different – usually the goal is to stand out from the competition, gain an advantage and, as a result, increase sales.

The time it takes to complete depends on the scope of the changes. The full process, including research, strategy, visual identification, and communication, usually takes about 6 months.

No. Repositioning can involve major changes (so-called deep brand lifting, which involves changing virtually all brand signals except the name), or relatively minor ones (so-called brand refresh, which involves, for example, only changing the visual style without changing the name, logo, and colors). Rebranding involves changing the main brand signal, i.e. the name.

Changing the perception of the brand by the target groups of its communication. Depending on the goals set by the Brand Owner, you can achieve: increased brand awareness, better adjustment to customer needs, entering a new market segment or achieving higher sales profitability.

At the initial stage, we need key information about your brand – history, values, achievements, and expectations.

Depending on the specific need and task we need different information, after signing the NDA we usually receive:

Part 1 – Strategic Area

Data on the company’s strategic assumptions – if they are not described, we hold a series of meetings with the Management Board and managers, the purpose of which is to develop or organize a strategy document
Sales plan with historical data
Product portfolio with prices
Description of customer groups with their segmentation
Research on customers (brand recognition, opinions about the brand)

Part 2 – Brand Communication Area

Before analysing the materials provided, we conduct an expert assessment of the brand’s communication (we check its presence on the Internet – Google, social media, industry websites, PR activities and analyse websites, mobile applications and e-commerce). Later, based on the materials received, we read the brand’s signals and look for its key strengths and good practices to maintain them in future communication.

Brand book and brandguide (if any)
Information materials such as excerpts, presentations, prints
POS materials
Access to statistics (google analytics, other tools)
Brand recognition studies (if any)
Packaging

The scope and information needs depend on the task assigned to us by the Brand Owner.

Part 3 – Competitor Analysis Area

You provide us with the names and addresses of key competitors. In the case of work on foreign markets, we conduct an in-depth interview with an expert from a given market and, based on their information, we create a map of competitors.

Competitors’ packaging (if your company conducts periodic research)
Your brand vs. competitors research (if conducted)
Storecheck with price analysis (for FMCG brands)

We can also carry out the above activities ourselves.

Not necessarily, B4F helps in the entire process – from strategy to final implementation. As the Brand Owner, you define business goals, we lead the process and create.

We make sure that your involvement is minimal. You make key decisions during meetings, and we take care of the rest. This gives you full control over the quality of our work, without having to get involved in the details every day.

Yes, our process is flexible. At every stage you can make adjustments so that the final result perfectly matches your expectations.

Yes. We believe that the best brand ambassadors are its employees. We recommend that, depending on the possibilities, key managers and the most experienced employees be involved in the process.

Strategy We have a strong team of Experts with international experience in brand management. We provide strategic consulting and build effective brand communication plans. We can combine strategy with unique creation.

Creative brand concepts We design all brand signals (names, graphic signs, colors, key visuals, i.e. the so-called visual style of the brand, we design illustrations, packaging, create video styles and sound characteristic of the brand).

We codify brands In our language, this means translating the concept into design guidelines that your graphic designers and Suppliers can use. As part of codification, we create Brand Books and Brandguide and perform color tests in various forms of brand color notation.

We design prints and utility materials In our history we have designed very non-standard identification elements, because each industry has its own requirements. We will design any prints, utility elements, employee uniforms or car markings.

Space and interior markings We design access markings, space markings (e.g. signs) as well as the interiors of supermarkets (e.g. the Billa chain), restaurants (e.g. Whiskey in the Jar) or retail outlets (e.g. Enexon electrical wholesalers).

Packaging We create matrices, strategically organize product portfolios, assign attributes and distinguish segments in the portfolio. We prepare Guides for packaging design (including selecting materials, methods of closing, labeling, designing collective packaging) and technical guidelines in cooperation with Packaging Manufacturers.

POS We design displays and materials supporting the sale of your brand's products/services.

Content, photo sessions and video materials Content is key in brand creation, we can build it for you in its entirety or support your team by producing part of it. We design intros and openings, shoot corporate materials, document important events or implementations, create brand music.

Social media and Google We create strategies for brand presence in social media and Google activities (without running them), we design post type patterns, Google Ads ads, we create animations and unique graphic elements for video production for social media.

We design websites, mobile and e-commerce applications We create both technical implementation documentation and graphically design clickable desktop and mobile prototypes. You can receive ready-to-implement, image-consistent graphic designs from us to implement with your development team. However, if you do not have the time or team, our sister company eFresh will implement digital solutions for you.

Polplan

We have repositioned the brand of a manufacturer of light halls, refreshing its image after 40 years.

Details

WSL

We have developed a new brand communication style for the first Higher School of Logistics in Poland.

Details

Polmed

Branding of a network of medical facilities awarded at the Rebrand Global Award 2012 competition

Details

Whiskey in the Jar

We have organized the brand communication of one of the leaders in the catering market in Poland.

Details

Supermemo

We have repositioned a unique brand from 1985, the creator of a language learning method unique in Europe.

Details

Echo

We developed an image change for the brand of a performance marketing agency.

Details

Find the perfect solution for
your business

Each of our clients faces a different challenge - learn about our offer and choose the solution that best suits your needs.

Development impulse Brand reorganisation or repositioning, logo and Brand Book design, brand Key Visual designs, utility and packaging design, social media, and website and/or eCommerce.

Rebranding Do you want to change your name and your brand needs rebranding? We audit your brand, create a fresh identity and build a strong image.

Brand repositioning Increase profits with repositioning. We analyze your target groups, segment the market and implement changes that work.

New brand Are you launching a new brand or planning expansion? We research trends, adapt the brand to the specifics of new markets and support your global strategy.

Changes in the product portfolio Do you have a complex portfolio? We optimize SKUs, design modern packaging, and create visual identification systems that distinguish your products.

Space marking Need consistent branding for your facilities? We design signage, totems and interiors that communicate professionalism.

UX and UI design e-commerce Want to sell online? We provide business consulting, create product trees and design intuitive stores based on user flow and personas.

UX_UI Web Design Renew your online presence – we design responsive websites, create prototypes and complete documentation for implementation.

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Need: Brand repositioning