Now is the time to reposition your company’s brand: here’s why

Now is the time to reposition your company’s brand: here’s why

Learn how a brand repositioning can help drive your business forward


In recent months, many businesses have had time to pause and reflect.

If you’ve experienced challenges in sales or overall operations in your business, you’re definitely not alone. And while “forced change” on how you conduct your business is not ideal, it can actually present a great opportunity for business leaders.

When things are quieter or you are presented with new challenges, you may find yourself thinking that this is the time to focus on the “big picture” parts of your business. Now is a great time to look at things from a different perspective (no pun intended!) and make sure that your business brand communications are putting out a compelling message that resonates with your ideal audience.

One big part of how a company presents itself is its visual communications and message. Let’s explore why you should consider a brand repositioning.

What is branding?

Your branding is the overall perception of your business. It goes far beyond just the visuals: it’s what those visuals represent to the people who see them, encompassing the values and culture of your business. 

Every part of your branding works together to create a clear representation of your company.

Your branding is made up of:

  • Logo

A visual mark (or symbol) that’s used to identify your business.

  • Brand identity

The visual components that form the overall look of your brand. This is also known as your corporate identity or identity system.

  • Vision, mission and values

As the foundation for all of your business activities, your vision, mission and values communicate your purpose and direction. They’re also used as a guide when making important decisions within the company.

  • Brand story

Your brand story is a cohesive narrative that captures the essence of your business. It explains your inspirations, your aspirations, and what makes you different from your competitors.

Learn more:

5-Minute Marketing Masterclass: Logo, identity and branding

What is brand repositioning?

Brand repositioning is when you make changes to how your branding represents your business. It could be as simple as adding a new brand color, making a tweak to modernize your logo, or something much larger—like reimagining your whole brand identity and brand messaging.

Why is now a good time to rethink and reposition your brand?

As stay-at-home orders and social distancing rules are beginning to relax, many of us are looking forward to getting back into the swing of things.

Our advice:

Don’t simply go back to normal! Instead, strive to be better than you were before.


A brand update can drive your business forward in uncertain times and beyond. This is the right time to reflect and act on the opportunity to improve your business branding and overall marketing communications.

Remember: your branding is what creates that all-important first impression, so make sure it shines!

Questions to ask yourself

Now that we’ve explored how strong branding is key to driving your business forward, here are a few questions you should ask yourself when considering a brand repositioning:

  • Does your brand identity properly represent your business today? Does the branding help you stand out from your competitors?
  • Does the business have a clear vision, mission and values? If so, do other people know about them?
  • Does your business have a brand story? Does it appeal to the customers you want to reach?
  • Is the business branding reflected on your website and throughout your online presence?


If the answer to one or more of these questions is no, it’s definitely time to consider a brand repositioning.

What’s next?

If you need help with your brand repositioning, we are here to help!

At Different Perspective, we have over 16 years of experience helping businesses develop winning branding strategies.


Ready to get started?

Contact us today to learn more

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