It’s a common concern for Australian SMEs: you recognise the need to evolve your market position – perhaps to capture a new segment, respond to changing customer preferences, or differentiate from increasing competition – but you’re understandably worried about losing the customers who already love what you do. The good news is, it’s absolutely possible to shift your positioning without causing a mass exodus. It requires careful planning and communication, focusing on addition rather than subtraction.

We’ve seen many businesses successfully navigate this. Here are a few key insights:

• Understand your core equity: What do your existing customers *really* value? This isn’t just about the product or service itself, but the entire experience – the reliability, the personal service, the feeling they get when they interact with your brand. This is your foundation; any repositioning must protect it. Analyse customer feedback, reviews, and sales data to pinpoint these key drivers.
• Expand, don’t replace: Think of repositioning as adding layers to your offering, not tearing down what already works. Instead of saying “We’re no longer X,” say “We’re now X *and* Y.” This allows you to attract new customers without signalling to existing ones that their needs are being ignored.
• Segment your messaging: Not all communication needs to be one-size-fits-all. Tailor your marketing messages to different customer segments. Existing customers might receive communications highlighting the continued benefits they enjoy, while new segments are targeted with messaging focused on the new aspects of your positioning.
• Communicate proactively and transparently: Don’t let customers discover changes through rumour or by accident. Explain *why* you’re evolving, how it will benefit them (even if indirectly), and reassure them that their needs remain a priority. A simple email or blog post can go a long way.

A common mistake is assuming all customers will react negatively to change. Many are open to it, especially if they trust your brand. However, ignoring their perspective is a surefire way to lose them. By focusing on expanding your appeal and communicating effectively, you can successfully reposition your business and set yourself up for continued growth into 2026 and beyond.

The next step is to conduct a thorough customer value assessment. Identify what truly matters to your current base, and then map out how your proposed repositioning will either enhance or, crucially, *not detract* from those core values.