Repositioning – changing how your business is seen in the market – is a powerful growth strategy. However, for Australian SMEs, it’s understandably daunting. The biggest fear? Losing the customers who already love what you do. We see this concern frequently, and it’s valid. A successful repositioning isn’t about abandoning your base; it’s about expanding your appeal while reassuring your current customers that you still value them.
The key is to manage the transition carefully. Think of it less as a complete overhaul and more as an evolution. Here’s how we approach it with our clients:
- Understand Your Core Equity: What do your existing customers *really* value about you? Is it your customer service, product quality, specialist knowledge, or something else? This is your ‘core equity’ – the non-negotiable element that must remain central to any repositioning. We use customer feedback surveys and analyse purchase behaviour to pinpoint this.
- Incremental Shifts, Not Radical Changes: Avoid a sudden, dramatic shift in messaging or offerings. Instead, introduce changes gradually. This allows your existing customers to adapt and understand the new direction. Think of it as adding layers to your brand, not ripping off the old one.
- Communicate, Communicate, Communicate: Transparency is crucial. Explain *why* you’re evolving, and how it will ultimately benefit them. Focus on how the repositioning enhances the things they already appreciate. Email marketing, social media updates, and even personalised phone calls can be effective.
- Segment Your Messaging: Don’t treat all customers the same. Tailor your communication based on their relationship with your business. Long-term, high-value customers deserve a more personal explanation than those who’ve only recently engaged.
A common mistake is focusing solely on attracting new customers during a repositioning. While growth is the goal, neglecting your existing base is a false economy. Retaining customers is almost always more cost-effective than acquiring new ones. By carefully managing the perception of change, you can broaden your market reach without sacrificing the loyalty you’ve already earned. Looking ahead, a well-executed repositioning will set you up for continued success, even as the market evolves in 2026 and beyond.
The next step? We recommend conducting a thorough brand audit to identify your core equity and understand how your current positioning resonates with different customer segments. This provides a solid foundation for a successful and sustainable repositioning strategy.
