Re-position yourself

A new client has asked to re-position the [perfectly good] brand. The fundamental point, though, is that while we can create video, written, infographic, press and social pieces until they come out of your ears, we believe that the first step is to re-position yourself.

What on earth does that mean, ‘re-position yourself’?

Here’s a quick, hackneyed example. When asked what they were doing, two people replied; the first said “I’m sweeping the streets,” and the second said “I’m putting my kids through college.”

Re-positioning the brand means re-positioning your own beliefs about the brand. If you believe “We’re a small company trying to sell our software,” then that is exactly what others will think of you. If you believe “We have a truly amazing way to get you from A to B,” you’re Uber.

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