Stealing Share's Analysis and advice

Changing Your Brand

March 9, 2023

Navigating brand adaptation in response to market changes can be complex, requiring expertise, data-driven insights, and a strategic approach.

Stealing Share is an industry leader who has excelled in helping businesses transform their brands to align with evolving market demands.

Deep Experience in Branding

Stealing Share boasts a proven track record of delivering successful brand transformations for clients across diverse industries.  We can help you when changing your brand. With years of experience, our team understands the intricacies of brand strategy and execution, making them a reliable partner in the brand evolution journey.

Scientific Process for Success

changing your brandStealing Share’s scientific approach to brand transformation (and changing your brand) sets it apart. This process is rooted in data-driven analysis, consumer research, and market intelligence. By leveraging these scientific methods, Stealing Share ensures our clients’ brand changes are well-informed and strategic.

Comprehensive Market Research

Before recommending any brand changes, Stealing Share conducts in-depth market research to identify critical trends, consumer preferences, and competitor strategies. This research is the foundation for changing your brand strategies tailor-made for each client’s unique needs.

Customized Brand Strategies

Stealing Share recognizes that there is no one-size-fits-all solution for brand adaptation. Instead, they develop customized strategies aligned with each client’s specific market conditions, business objectives, and target audience.

Collaborative Approach

Throughout the brand transformation process, Stealing Share maintains a collaborative approach, working closely with clients to ensure their vision and values are reflected in the new brand identity.

This collaborative effort fosters a sense of ownership and commitment among stakeholders, leading to smoother implementation and positive outcomes when changing your brand.

Case Studies: Success Stories of Brand Transformation

Numerous success stories testify to the effectiveness of Stealing Share’s brand transformation process. Here are some rebranding examples.

After partnering with Stealing Share, clients from various industries have experienced significant improvements in their brand positioning, market share, and customer engagement.

changing your brandIn one instance, a well-established retail brand struggling to connect with the younger generation sought the expertise of Stealing Share.

Through rigorous market research and analysis, Stealing Share identified key elements that resonated with the younger audience. Utilizing these insights, we revamped the brand’s messaging, visual identity, and product offerings, resulting in a 30% increase in sales among the targeted demographic.

In another case, a technology company faced stiff competition in an evolving market. Stealing Share conducted a thorough competitive analysis and identified brand positioning gaps. With data-backed strategies, they repositioned the brand as an innovative and customer-centric solution provider, leading to a 20% increase in customer acquisition and retention.

Adapting to market changes is not merely a prudent business strategy; it is imperative for survival and growth. In this dynamic and fast-paced business landscape, brands must remain flexible and responsive to evolving market trends and consumer expectations.

Stealing Share’s deep expertise in brand transformation, coupled with our scientific process, positions them as a trusted partner for businesses seeking to thrive amidst market changes.

The Dynamic Nature of Markets

Markets are not static entities; they are in constant flux due to various internal and external factors. Technological advancements, changing demographics, economic shifts, and sociocultural trends can reshape consumer behavior and expectations and make changing your brand timely.

Failure to adapt by changing your brand to these changes can leave businesses struggling to connect with their target audience and may even lead to their obsolescence.

The Relevance of Brand Adaptation
A brand serves as the identity of a business, representing its values, mission, and unique offerings to customers. As markets evolve, so do the needs and preferences of consumers.

A stagnant brand that fails to evolve with market changes risks losing its relevance and appeal to the target audience. In contrast, adapting the brand to align with changing market dynamics can lead to numerous benefits:

Changing your brand to reflect opportunities

A brand that reflects current market trends and consumer expectations creates a stronger emotional connection with its target audience. Consumers are more likely to resonate with a brand that understands and addresses their evolving needs, fostering loyalty and brand advocacy.

changing your brandCompetitive Advantage

In a fiercely competitive landscape, brands that stay attuned to market changes and adapt accordingly gain a competitive advantage.

They can differentiate themselves from competitors, enabling them to capture a larger market share and maintain long-term growth.

Market Expansion

Market changes can open new opportunities for business expansion. By embracing these changes and adjusting their brand accordingly, companies can tap into emerging markets and reach previously untapped customer segments.

Brand Equity Reinforcement

Brand adaptation is not about abandoning the existing brand identity but reinforcing brand equity by making it relevant and relatable in the current market context. A refreshed brand can maintain its core essence while appealing to new generations and markets.

Changing your brand is about NOW

By embracing brand adaptation and leveraging the comprehensive expertise of Stealing Share, companies can ensure that their brands remain relevant, engaging, and poised for continued success in the ever-changing marketplace.

changing your brandThe time to change your brand is now – and with the support of an experienced and data-driven partner, success is within reach.

Most brands face daunting tasks in preparing marketing communications to steal market share. Changing your brand can be one way to address that.

It is less shocking than a rebranding initiative and far more manageable than brand repair. If you have unlimited budgets and can out-spend the competitive set, your job is much easier.

For the rest of us, we must learn how to win without enormous ad budgets and without dominating share of voice (SOV).

There are some rules that Stealing Share has discovered in our quest to be the authority in stealing market share. In marketing, advertising, brand development, and the rest of one’s life, focus and clarity always lead to better results.

Changing your brand and the brand’s permissions

First, you must ensure that your brand was built for clarity and simplicity (both are vital) and persuasion (read about brand persuasion here— other brand companies don’t think it matters). If your brand symbols and brand equity markers are clear but static, you have some serious and immediate work to do.

When we ask companies to tell us what their brand means, often, we hear a litany of category descriptors like convenient, effective, and value.

Even Nordstrom could claim those brand permission values in the department store category. So could TIDE detergent and Apple.

To persuade, your brand must have, within its definition, the core “life” beliefs that propel your customer to choose — not just products and services, but life choices as well.

They need to see your brand permission as an essential touchstone for people who define themselves as they do. That’s the most critical part of changing your brand.

You want them to look at your brand and see it as such a powerful self-descriptor that to choose a competitor would be akin to emotional suicide.

What Is Your Brand’s Permission?

changing your brandBrand permission is the permission that your advertising and marketing of your product or service are built upon. If your brand does not foster that permission, your customer does not find illumination.

With the illumination of their self-description and the language of personal importance, your advertising and marketing are wasting most of their budget.

A great adman once said that the enemy of great advertising is not lousy advertising. Anyone can spot bad advertising. No, he told me, the enemy of great advertising is good advertising — and he was right!

The same is true for brands and the underlying permission that forms their foundation. When changing your brand, always consider the permissions your brand owns.

Customers Have Choices

All choices are attempts to self-define, even B2B choices. The brand mix, the “recipe,” for your brand definition and resulting permissions, consists of left-brain and right-brain elements.

For the left brain, your brand must include the logic and reasoning that conveys importance. It must be built upon a foundation of believable truths. Brand permission is the extent to which your brand has the right to be seen as true and real.

But, oddly enough, truth is most often a right-brain perception and BRAND PERMISSION comes from a belief in the truth.

As a result, changing your brand must include the ingredients of motivation and aesthetics. And they must all be mixed into something that “tastes” satisfying and substantial.

Changing your brand with a good foundation

Build your brand upon such a foundation; if its permissions are persuasive, then your marketing strategy needs to be altered.

The media wisdom of the day always talks regarding reach and frequency. These are both important… but they are not science.

changing your brandThey are based in part on the experience of ad agencies. And most of that experience is founded on mediocre brand definitions and forgettable advertising executions.

If you are being outspent, then the goal is to out-reach your competition with less frequency. Changing your brand means you must ignite the right and left-brain responses of more people with fewer impressions.

A correctly defined brand permission creates that space. And it defines your executions in the same way that your eye color was determined by an allele on chromosome 19.

If your brand permission is differentiated from the competitive set by customer precepts, the core “life” beliefs that propel your customer to choose. Then the resulting marketing and advertising, if it is true to the brand, will be, by definition, different and better.

Choosing your advertising agency

We often see brands choose an agency because of personality and reputation.

They assume that bigger is always better and that you must “get along” to be effective. If you are going to steal market share, remember— don’t copy the market leader.

This includes choosing an agency that “specializes” in your category or has experience in your category. If an agency has had previous category experience but no longer has a client in your category. It is imperative to ask the agency why the previous client fired them.

But what do they know about your brand permission? Or about what is most important in changing your brand.

How they answer will tell you a lot about the agency. Were they quick to blame the client? Was there some mix-up?

Do not rest asking this question until you are completely satisfied with the answer. It is crucial the client/agency relationship begins on the right foot. Our clients come to Stealing Share to win — it is as simple as that.

We counsel them to be more dispassionate when choosing an ad agency.

We warn them to listen carefully, judge objectively, and be careful not to hear what they want to hear. How much you like an agency may have nothing to do with its ability to be effective for you.

Remember, except for an “Effie,” winning “Ad” awards have nothing to do with building great brands. They are self-serving aggrandizements judged by other ad folks.

Today, the advertising world is crammed with delightfully entertaining ads. Ads that become the fodder of conversation for everything other than the brand they are intended to propel upward.

How to Succeed

changing your brandThe moral of this story is that if you want to steal market share, you need to think outside of the current box. And look into your brand permission when changing your brand.

If just changing ad agencies were the best solution, most brands would be successful every 2.5 years (the average ad agency tenure). If just spending more money was the solution, then we would all know the price of success.

We believe that changing a brand infused with the DNA of the target customer is the best solution—a solution for stealing market share. A great brand can level the playing field, making you more relevant to your target market and helping you WIN.

Call us.