You're repositioning your brand and facing skepticism from long-term customers. How do you win their trust?
When repositioning your brand, it's crucial to reassure long-term customers that their beloved aspects remain intact. Here's how to bridge the trust gap:
- Communicate changes transparently, explaining the reasons behind them and how they align with customer values.
- Showcase testimonials from pilot customers who have embraced the new direction.
- Offer exclusive previews or trials of new products/services to long-time patrons, making them feel part of the journey.
How do you maintain customer loyalty during significant brand shifts? Share your strategies.
You're repositioning your brand and facing skepticism from long-term customers. How do you win their trust?
When repositioning your brand, it's crucial to reassure long-term customers that their beloved aspects remain intact. Here's how to bridge the trust gap:
- Communicate changes transparently, explaining the reasons behind them and how they align with customer values.
- Showcase testimonials from pilot customers who have embraced the new direction.
- Offer exclusive previews or trials of new products/services to long-time patrons, making them feel part of the journey.
How do you maintain customer loyalty during significant brand shifts? Share your strategies.
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When repositioning your brand, you are going to have some kickback. just be mindful of it and be prepared for it Long term customers are the ones to spend more time on, as they have been loyal for a longer period of time Seek their involvement in the repositioning process. Ensure that they feel part of the process Ideally, if at all possible, include them in the process
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Brand positioning / re-positioning is a crucial terrain to navigate. Retaining your loyal clients, while trying to attract new interest is a fine balancing act. Retaining clients very much depends on the reason for the re-position. A single, well thought through communique could be sufficient, if the change is simple. If the re-positioning is as a result of fundamental product or service challenges, then the strategy will be more complex. You may require multiple communication elements and product trials. As with the comments before this, remain true to the reason, be transparent and invite input.
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Position the Rebrand to have the customer in mind. This is an excellent opportunity to show the current base you are thinking of them. You still get to ride the momentum of the rebrand and, if you're clever, help retention along the way. Be a problem solver.
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Repositioning a brand while managing skepticism from long-term customers requires clear communication and evidence of your brand’s evolving value. For instance, when Hong Kong's HSBC revamped its brand strategy, it emphasized its long-standing commitment to global connectivity and local expertise, addressing customer concerns through targeted campaigns that showcased real-world benefits. Similarly, Toyota in Japan introduced its new hybrid technology by highlighting its environmental benefits and continued dedication to reliability. Demonstrating how your new direction aligns with existing values and providing tangible benefits can help win over skeptical customers.
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To win back skeptical long-term customers during a brand repositioning, focus on transparency,consistency,& personalization: Communicate openly:Explain the reasons for the repositioning &how it benefits customers.Address concerns directly and honestly. Maintain brand values:Ensure the new brand aligns with core values customers appreciate. Highlight continuity:Emphasize the elements that remain unchanged, such as quality or customer service. Offer personalized benefits:Provide exclusive offers or early access to new products to show appreciation. Seek feedback:Actively listen to customer feedback and incorporate it into the repositioning process. Showcase success:Highlight how the repositioning has positively impacted the brand & customers.
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