Revamp your brand with top brand repositioning agency services

Article Aaron Noah 12m read

In an ever-evolving marketplace, your brand’s relevance is not just about survival—it’s about growth. Parliament’s brand repositioning agency services cater to businesses looking to strategically navigate these changes. With a distinctive blend of research, strategic insight, and creative prowess, we help kickstart the rejuvenation your brand might need. This article aims to strip back the complexities of brand repositioning, clarifying how such agency services can refine your brand’s narrative and positioning to better connect with your audience.

Key takeaways

  • Brand repositioning agency services are essential for businesses at critical points of inflection that need to stay relevant, adapt to market changes, and maintain or improve market share. This often corresponds with factors like leadership change, declining profits, and/or changing consumer demographics.

  • A brand repositioning agency like Parliament provides services to assist companies steer clear of common pitfalls by offering strategic planning, creative services, and ensuring brand alignment happens internally, which leads to better recognition and customer retention.

Understanding brand repositioning agency services

Brand repositioning allows businesses to:

  • Adapt their brand’s market presence in response to changing market trends and consumer preferences

  • Maintain or improve market share

  • Reinvigorate a brand that’s stuck in a rut

  • Create new growth opportunities

  • Prevent the brand from becoming obsolete

  • Set the brand apart from its competitors, particularly in a saturated or commodified marketplace

Companies may opt for brand repositioning agency services due to factors such as:

  • Decreasing profits

  • A shrinking customer base

  • Challenges in connecting with younger audiences

  • Overcoming a negative reputation

  • A strategic pivot

  • A change in leadership or ownership (and therefore vision as well)

This adjustment in brand strategy is instrumental in ensuring the existing brand stays relevant and aligns with the values and expectations of their evolving target audience, as it is a part of their overall brand strategies.

It’s not just about altering your brand image; it’s about creating a compelling new brand identity and messaging that resonates with your audience and drives brand awareness. By working with Parliament and employing our tactical agency services, you can build a successful branding strategy that aligns with your business strategy and boosts your marketing efforts.

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The central role of a brand repositioning agency

A brand repositioning agency like Parliament plays a pivotal role in providing services that change a brand’s market perceptions, enabling it to compete more effectively in its current market or other target segments. The process of repositioning evaluates the established position of a product, service, or brand and focuses on altering the positioning to improve competitiveness and overall success.

Branding agencies are like navigators in the complex journey of repositioning. Their services help brands by:

  • Circumventing repositioning errors

  • Providing guidance to avoid inadequate research

  • Preventing overpromising

  • Creating clear and effective positioning messaging

  • Providing an outside perspective

  • Delivering experience-based expertise and instilling confidence

When Parliament is your brand repositioning agency, we ensure effective internal branding by aligning employees with the new brand identity and making brand guidelines easily accessible within the organization. The agency services we provide create alignment that leads to positive outcomes, including improved brand recognition, stronger brand loyalty, increased revenue, and better customer retention.

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Essential services offered by brand repositioning agencies

Parliament and other branding agencies commonly offer a broad spectrum of services essential for a successful rebranding project. These agency services include:

  • Refining brand identity through feedback and workshopping

  • Facilitating alignment on mission, vision, and values

  • Designing digital assets

  • Providing full creative service

  • Developing brand and visual identity

  • Developing messaging and standards

  • Developing design standards

Let’s delve deeper into three focal agency services: market analysis, strategic repositioning planning, and the creative execution of new or updated brand identities.

Market analysis

In the realm of brand repositioning, brand research, market analysis, and intelligence services are the compass that guides the journey. Secondary research and market intelligence agency services are essential for identifying shifts in market trends that may affect a brand’s positioning strategy.

An agency that understands consumer behavior and brand perception is a critical facet of this research. The following tools can provide valuable insights into consumer needs and preferences, thus shaping more effective brand repositioning strategies.

  • Social listening

  • Competitive flyovers

  • Attitudes and usage research

  • Audience studies

  • Corporate identity research

Furthermore, conducting a comprehensive brand audit, including an evaluation of consumer research and competitive audits, is pivotal in determining the necessity and direction for repositioning a brand. Such audit services allow for a deep understanding of the brand’s current position, potential whitespaces, and the gaps that need to be bridged to connect with potential customers in crowded markets.

Strategic repositioning planning services

Strategic repositioning planning serves as the blueprint for a successful brand transformation. It involves the following steps:

  • Analyzing the current brand

  • Defining rebranding goals for a successful shift in market position

  • Communicating the reasoning behind the rebrand to internal teams

These steps are crucial for a clear understanding and solid foundation for the strategic change.

Establishing the brand’s core mission, vision, and values is vital to designing the brand’s new identity and guiding the alignment of brand elements. The unique brand position is crafted by personifying the company and distinguishing it from competitors, which informs the rebranding process.

A brand’s evolution must reflect business changes and audience needs, ensuring that repositioning efforts are tightly integrated with the company’s long-term objectives and brand messaging. A well-strategized plan considers realigning brand positioning and redefinition of brand messaging to resonate with consumer perceptions.

Creative execution of new brand identity

Once a strategic repositioning plan is in place, the next step is the creative execution of the new brand identity. A crucial part of this process is logo design, which should reflect the updated brand identity while retaining enough familiarity for easy brand recognition. Subtle changes in typography, color schemes, or graphics can modernize a logo without forsaking its recognized identity.

Brand standard books are pivotal in ensuring consistent application of logo variables, color schemes, and typography across all brand touchpoints. Prior to the public introduction of the new brand identity, comprehensive internal communication should ensure all team members understand and embody the new brand values.

From campaign development and art direction to messaging and the production of visual media, creative agencies like Parliament can provide numerous services related to promoting the new brand identity.

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Crafting a unique and compelling brand narrative

A brand is more than just a logo or a tagline; it’s a story. Parliament ensures that a company’s brand story and mission statement are thoroughly integrated to guide branding efforts while embedding the narrative within the company culture for coherence across all organizational functions.

A well-crafted brand narrative employs a mix of visual elements, like logos and imagery, and verbal elements, such as taglines and vivid story-like content, to forge memorable and shareable experiences.

An agency may evoke emotional responses by using storytelling frameworks and narratives that address customer problems with compelling solutions, building trust, loyalty, and a strong emotional bond to increase brand loyalty. The brand story, co-authored by the branding team and customers, aims to:

  • Make it simple

  • Make it clear

  • Align with the brand’s personality

  • Effectively engage customers to participate and advocate for the brand’s journey

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Aligning brand elements with new positioning

For a successful rebranding, aligning all brand elements with the new positioning is critical. The agency services often involved are:

  • Logo redesign, which needs to mirror the brand’s evolution while retaining enough elements for easy brand recognition

  • Creating new logos

  • Choosing color schemes

  • Defining typography that reflects the updated brand positioning

Brand identity design services can help with these tasks, contributing to effective brand development and enhancing a brand’s visual identity, ultimately creating a compelling brand identity.

After a logo change, updating all associated brand assets, like business cards and company letterhead, is crucial to ensure visual coherence. Comprehensive brand guidelines and standards are crafted to ensure consistent use of logos, typography, imagery, and color patterns across all mediums.

Brand consistency across various platforms establishes the brand as reliable and trustworthy, reinforcing a powerful brand identity. A strong alignment of branding elements allows a brand to adapt quickly to market shifts while preserving its core essence.

Aligning brand elements such as values, aesthetics, messaging, and customer experience is fundamental for consistently reflecting the brand’s intended image.

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Sharing your repositioned brand

Communicating the repositioned brand is as important as the rebranding process itself. To announce and promote the repositioned brand, changes in promotional messaging should be clear and focused on the new direction the brand is taking, with the announcement rooted in significant changes to the business or product offerings.

Maintaining customer loyalty is achieved by:

  • Communicating how changes will positively impact them

  • Reinforcing their value to the business through special promotions

  • Providing a sincere, human touch in communications

By sharing the reasons for the rebrand, its benefits, and measures for a smooth transition, customers can better understand the changes and remain loyal during the repositioning process.

Segmenting customers based on brand affinity allows for more thoughtful communication, fostering dialogue and feedback. Treating existing customers like VIPs throughout the change management process increases buy-in for the updated direction. Brand consistency is upheld across all customer interactions, including user onboarding and customer service experiences, with a unified messaging strategy to ensure the repositioned brand is remembered.

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Measuring the impact of brand repositioning agency services

We recommend working with your internal team or partnering with a research firm to understand effectiveness and make necessary strategy adjustments. Some key metrics for assessing brand repositioning success include:

  • Increased customer flow

  • Increased revenue

  • Increased engagement levels

  • Changes in customer perceptions

By tracking these metrics, you can gauge the success of your brand repositioning efforts and make informed decisions moving forward.

Useful tools you might consider employing:

  • Hootsuite

  • HubSpot

  • Mailchimp

  • Meltwater

  • Google Analytics

  • Ahrefs

  • Hotjar

  • Mixpanel

These tools provide valuable data on social media engagement, campaign performance, website interactions, and user behavior to gauge the success of rebranding and optimize digital marketing efforts. By analyzing this wealth of information, it becomes easier to better meet the target audience’s needs.

Adjusting marketing efforts based on consumer feedback is critical to ensuring a repositioned brand connects with its intended audience. By regularly evaluating the impact of your rebranding efforts, you can ensure that your brand remains on the right track and continues to resonate with your audience.

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Case studies: successful brand repositioning campaigns

The proof of the pudding, as they say, is in the eating. So, let’s take a look at some successful brand repositioning campaigns that have hit the bullseye. One such example is Burberry, which rebranded to shed its association with British “gangwear” and hooligans, which threatened the brand’s luxury image. To counter this, Burberry introduced new designs, fabrics, and colors that balanced modern, fashion-forward trends with the brand’s heritage.

Burberry’s new strategy included:

  • Aggressive digital campaigns and social media engagement to target a younger audience

  • Celebrity endorsements, like those from Kate Moss, supported their goal to appeal to a younger, aspirational, and stylish demographic

  • Restructuring licensing agreements to regain control over its brand image and reduce imitations

Another agency and brand repositioning success story is Old Spice. The brand revamped its appeal from grandpas to younger consumers by launching a humorous and viral marketing campaign. The “Man Your Man Could Smell Like” campaign led to a 125% increase in sales year-over-year, making Old Spice the #1 body wash brand for men in the US.

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Choosing the right branding agency—and the right services—for your repositioning

When it comes to brand repositioning, choosing the right branding agency is crucial. To ensure a successful brand repositioning:

  • Select an agency that is recognized for strategic, creative, and technical skills and services

  • Select an agency that has success working with a range of clients

  • Select an agency that has an approach and portfolio that are in line with your company’s values, ensuring their branding strategies and services will reflect your brand’s mission and goals

  • Select an agency that has a track record of success in brand repositioning and a positive impact on other businesses

Examine an agency’s client lists and case studies to understand their efficacy in brand repositioning and their impact on other businesses.

Assess whether the agency offers comprehensive branding services, including in-house packaging and product design, and check their pricing model for transparency and predictability to align with your budget. A top-tier branding agency will offer a full range of services, making them an excellent partner for your rebranding project.

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In conclusion, brand repositioning is a strategic move that allows your business to adapt to changing market trends and consumer preferences, thereby maintaining or improving your market share. It’s a complex process that involves understanding your brand, aligning your brand elements with your new positioning, crafting a compelling brand narrative, and effectively communicating your repositioned brand. However, with the right branding agency by your side, you can successfully navigate this process and emerge with a stronger, more relevant brand that resonates with your target audience.

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Key questions

What is brand repositioning?

Brand repositioning agency services involve all the things an agency partner does to strategically adapt a brand’s market presence in response to changing market trends and consumer preferences to maintain or improve market share.

How does a brand repositioning agency assist in the process?

A brand repositioning agency assists by changing market perceptions, enhancing competitiveness, and providing guidance to avoid repositioning errors. Their expertise and perspective ensure effective internal branding.

What are the key services offered by brand repositioning agencies?

Brand repositioning agencies offer services such as market research, strategic repositioning planning, and creative execution of new brand identity to help businesses revamp their brand image and improve market positioning.

What is the importance of a compelling brand narrative?

A compelling brand narrative is important as it resonates with consumers, fosters brand loyalty, and integrates the brand story and mission statement to guide branding efforts. It helps establish a strong connection with customers and shapes the brand’s identity.

How to choose the right branding agency for your repositioning?

Choose a branding agency with recognized strategic, creative, and technical skills that align with your company’s values. Consider their client list, case studies, and specialized services to ensure they offer comprehensive branding services. Or, just drop us a note , and we’d be happy to chat with you.