What do you do if your brand repositioning and rebranding efforts are not yielding success?

Re-evaluate your target audience and messaging to ensure they're aligned. Refine your brand positioning for clarity and differentiation. Analyze how you're presenting the new brand image and track key metrics to see what's working. Consider outside help and be patient – a strong brand takes time and consistent communication.

Implement sentiment analysis algorithms to gauge audience perception and sentiment towards your rebranding efforts, enabling nuanced understanding of the underlying factors influencing brand resonance and engagement.

When your rebranding efforts hit a snag. It's like being the detective of your brand—you've got to dig deep to uncover what's not clicking. Start by diving into your brand analytics. Check out everything from website traffic to social media engagement. Are you reaching the right crowd, but they're not vibing with the new look? Or maybe you're not even hitting the right folks in the first place. Next up, it's feedback time. Listen to what your customers are saying. Are they cheering you on or scratching their heads at the changes? And of course, keep an eye on those sales figures. Are they soaring, or are they taking a nosedive? Once you've gathered all the clues, you'll be armed with the insights you need to make some smart moves.

If consumer base and loyalty decline after re-positioning and re-branding, understand what works and does not work. 1) Target audience: in which consumer segments there is the biggest loss? are there consumer segments that gain? 2) Brand value proposition: is it is communicated in a clear resonating way? 3) Brand recognition: do consumer still recognise the brand? 4) Key image indicators: which key image indicators decline or grow? 5) Differentiation: is brand well differentiated vs. competition? Based on the analysis, formulate hypotheses, check thenm via qualitative test, then then via quantitativ test to make informed decision on next steps. Better initiate all necessary researches before to ensure strong results

Ask your audience. In my experience, "we" sometimes spend the wealth of our engagement in speaking to an audience versus listening. If a rebrand isn't landing, I've found that asking what isn't resonating can be an immediate thrust into a more effective direction. We are often too "close" to the work to see it clearly. Analytics give us a great snapshot of the engagement program, but never ignore the power of direct feedback. Take that feedback and parallel it with your analytics to then reassess the rebranding activation. For those who are unsure of how to get feedback from your audience, you can also create a focus group. Having a solid focus group on hand is just as valuable as an executive board.

Implement interactive feedback mechanisms, such as online surveys and community forums, to foster open dialogue and gather diverse perspectives from your user base, enabling comprehensive understanding of the underlying factors influencing brand perception and resonance.

One thing I have found ,before you develop a go to market strategy,you should have done some research on developing a product market fit . What value does your brand offer to your users. Understand what consumers actually expect from your brand . Study your competitors,what they fail to provide uses , identify gaps and try to fill those gaps , then develop a go to market strategy for repositioning yourself . I would like to quote here the example of apple . They don't brand themselves as a company selling computers . They brand themselves as a company that cares to provide high quality stuff ,focused on design with the aim of breaking the status quo (inspiring change and innovation)!

Let's tackle this rebranding roadblock head-on with some good old-fashioned user engagement. Think of it as inviting your customers to the brainstorming session of the century. First up, set the stage for some real talk. Whip up some surveys or host focus groups to get the lowdown straight from the source—your users. They're the ones who hold the keys to the kingdom of insights into what's working and what's not. Maybe there's a gap between your brand's vibe and what your audience is all about. Or perhaps they're expecting one thing, and you've thrown them a curveball. Either way, these conversations will give you the inside scoop on where things went off course. So, get chatting, get listening!

Engaging users directly is pivotal if your rebranding efforts fall short. Implement feedback mechanisms like surveys or focus groups to glean genuine insights from your audience. Discover any misalignments between your brand message and audience expectations. By fostering dialogue, you can pinpoint necessary adjustments and realign your brand with the preferences of your target market.

Direct engagement with your audience is invaluable. Feedback from actual users can provide insights that are not visible through data alone. Surveys, focus groups, and social media can be excellent tools for gauging user perception and experience with the rebranded image.

Conduct a comprehensive competitive analysis to identify key market players and assess their brand positioning, messaging, and perceived strengths and weaknesses, enabling strategic differentiation and refinement of your rebranding strategy.

Create a strategy canvas as outlined in the book, Blue Ocean Strategy. This will help you to see where you're similar to competition and opportunities to shine and create something special. If you merely mimic your industry standards, you will get lost in the noise. Also, do some deep research to understand where your ideal avatar is not being served within your industry. How can you be the one to fill that need? Now shout your solution from the rooftops!

Analyzing your competition is crucial when rebranding efforts don't yield expected results. Assess competitors' strategies and market perception to identify any lack of differentiation. Ensure your rebrand emphasizes what sets your brand apart, rather than merely following industry trends. This shift can help carve a distinct niche and align your brand positioning with market demands effectively.

A brand strategy comes from inward and outward-looking and involves tactical and strategic planning. You push the brand benefits to the audience and target market while understanding how the target responds and what your competitors do. In the meantime, thoroughly investigate whether your tactical plan is still relevant and whether your long-term goal is still visible to achieve.

Start by identifying direct and indirect competitors in your industry and examining their brand positioning, messaging, and marketing tactics. Conduct a SWOT analysis to assess their strengths, weaknesses, opportunities, and threats relative to your own brand. Pay attention to their customer feedback, online presence, and market share to understand what resonates with their audience and where they may be outperforming you. Use this competitive intelligence to identify potential areas for differentiation, innovation, or strategic partnerships that can help strengthen your brand's positioning and competitiveness in the market.

If your rebranding effort isn't delivering, it’s crucial to analyze & enhance your communications. Start by reassessing your MESSAGING STRATEGY. Ensure it accurately reflects your VALUES and effectively DIFFERENTIATES you in the marketplace. If the message isn’t resonating, it may lack CLARITY or the AUTHENTIC CONNECTION required to engage your TARGET AUDIENCE. Focus on conveying your brand's PURPOSE, & what sets you apart in a way that your ideal customer can IDENTIFY WITH. Tell COMPELLING STORIES that highlight your brand's HUMANITY. Make sure to maintain MESSAGE INTEGRITY across all platforms, to build trust, recognition, & recall. Address these elements to strengthen your brand's appeal & to drive better rebranding outcomes.

Sometimes, a rebrand falters simply because the messaging isn’t clear or compelling enough. Revisiting the core message, value proposition, and communication strategy often helps to clarify what the brand stands for, making it more relatable and appealing to the target audience.

Iteration involves the expression of creative solutions and it is so important to be willing to do this. Rebranding can be like filling the tank with has - your brand can go the extra mile and deliver the outcomes you deserve.

Flexibility and creativity are essential in addressing rebranding challenges. This could mean exploring new visual identities, tweaking the brand voice, or even rethinking the marketing channels used. Creative iteration allows you to explore various facets of your brand to discover what truly resonates with your audience.

It’s important to review the financial strategy behind the rebranding efforts. Are resources being allocated efficiently? Is the marketing spend justified by the return? Sometimes, increasing investment in certain areas, like targeted advertising or more in-depth market research, can turn around an underperforming rebrand.

When repositioning and rebranding efforts hit a snag, it's time to reassess and innovate. -Conduct market research, gather feedback, and pivot your strategy accordingly. Sometimes, a fresh perspective or outside expertise can inject new life into your efforts. -Don't be afraid to iterate and evolve until you find the winning formula that resonates with your audience and achieves the desired results.

It's important to understand that a re-brand isn't going to return investment overnight. Good branding takes years to return on investment and build loyalty which will ultimately pay back in time. If a re-brand has been done correctly and authentically, give it time to breathe and build a good brand transition strategy to help bring the changes to life.

Picture this. You get a complete makeover and it is not received very well amongst your friends. What would you do? You will trying reach out to new people and make NEW friends, isn't it? Whether we like it or not, acceptance and seeking acknowledgement is how human beings are wired. Similarly, if a rebranding initiative doesnt seem to hit the right chords, then all it must do is reach out to NEWER target audiences and geographies. COLLABORATIONS and PARTNERSHIPS will go a long way to resurrect a "rebranded" brand. Treat a brand as if it were a person, and see the magic happen! :)