It’s a common question for Australian SMEs: we’ve refined our market positioning, now how long until we see a return? The honest answer is, it depends. Unlike a quick ad campaign, repositioning is a more fundamental shift, and takes time to embed in the market and, crucially, in the minds of your target customers. Expecting overnight success is unrealistic. We’ve seen clients experience noticeable shifts within six months, but a truly solid impact usually requires a 12 to 18-month horizon.

Here’s what influences that timeline, and what you can do to accelerate it:

• Existing Brand Equity: If you’re building on a strong, positive reputation, a positioning tweak will land faster than a complete overhaul. A well-regarded brand has existing ‘cognitive accessibility’ – customers already think of you, making it easier to associate you with the new positioning.
• Competitive Landscape: A less crowded market allows your new positioning to gain traction more quickly. If you’re up against established players with deeply entrenched positions, expect a longer battle for mindshare. We often recommend a more disruptive positioning in these scenarios, but that also demands a longer timeframe.
• Consistency of Messaging: This is critical. Your new positioning isn’t just a tagline; it needs to permeate *everything* you do – website copy, social media, sales materials, customer service interactions. Inconsistent messaging creates confusion and slows down adoption.
• Channel Mix & Reach: Are you relying solely on organic social media, or are you investing in paid advertising, PR, and content marketing to amplify your message? A broader, more targeted reach will accelerate awareness and understanding of your new position.

Don’t fall into the trap of constantly tweaking your positioning before it’s had a chance to work. We recommend setting clear, measurable key performance indicators (KPIs) aligned to your positioning goals – things like brand awareness, customer perception scores, and lead quality – and tracking them consistently. This allows you to objectively assess progress and make informed adjustments.

Ultimately, repositioning is a long-term investment. While you might see early indicators of success, allow sufficient time for the market to fully absorb and respond. Your next step should be to audit your current marketing materials and ensure they are all aligned with your new positioning, then establish a robust tracking system to monitor your progress.