​​Branding: Leveraging Consumer Insights for Brand Success

As a long-established brand, there’s no doubt that you’ve experienced ups and downs in the market. It’s sometimes difficult to maintain success with changing consumer tastes and evolving demographics. Have you noticed a decline in sales and consumer sentiment? Though rebranding may be out of question, brand repositioning may be just the thing your brand needs to bolster sales and attract new customers.

One resource at your fingertips that can support your repositioning efforts is consumer reviews. These insights can reveal consumer preferences and emerging trends that can shape targeted messaging.

This blog post will explore brand repositioning and how consumer reviews can be leveraged for this purpose.

What is Brand Repositioning?

Brand repositioning involves changing the way a brand is perceived in the minds of consumers. Unlike rebranding, which can involve significant changes such as a new name or logo, repositioning focuses on adjusting the brand’s message, image, and market position to align with current consumer needs and preferences. This strategy can help reinvigorate a brand, differentiate it from competitors, and open up new market opportunities. It’s not a new tactic but one that has been utilized by leading brands over time.

One well-known example from the 90’s is the Sears department store which had a largely male customer base. To attract women, they launched a slogan and campaign: “Come see the softer side of Sears”.

Another example is the evolution of the Amazon logo. When Amazon initially launched, it was competing in the book vertical against Barnes & Noble. However, it quickly evolved into the biggest online marketplace in the world and today’s version of the logo reflects that with the arrow hinting at the fact that they have everything from a to z. Note that the current version is a subtle variation of the 1998 logo, and repositioning, rather than a rebrand.

Successful brand repositioning often requires deep insights into consumer behavior and perceptions, making consumer reviews an invaluable resource.

Delving into Declining Consumer Sentiment

A key step in brand repositioning is understanding the current sentiment surrounding your brand and products. Declining sales and negative reviews may indicate that your brand no longer resonates with your target audience. By systematically analyzing consumer reviews, you can identify common pain points and areas where consumer expectations are not being met.

Here are some of the key reasons consumer sentiment may be on the decline:

1. Changing Consumer Preferences: Consumer tastes and preferences evolve over time. A brand that fails to adapt to these changes can quickly become irrelevant. By aligning with what consumers currently value and expect is crucial for maintaining brand resonance. A great example is the consumer shift in wanting more sustainable or environmentally-friendly products or healthier ingredients. This shift can be seen in many industries from apparel to cosmetics. As the trend continues, more and more brands are announcing a shift to be in sync with consumer preferences, including the renowned furniture brand, Ikea.
   

2. Outdated Brand Image: An outdated brand image that doesn’t reflect current trends or societal changes can make a brand seem old-fashioned or irrelevant. Regularly updating branding elements, including visuals and messaging, helps keep the brand fresh and appealing.
   
   Below is the old and new Pepsi logo, which launched in 2023. It maintains the essence and color palette of the original but signals fresher take with a bolder blue color and font.
   

3. Increased Competition: The entry of new competitors offering innovative products or superior customer experiences can overshadow an established brand. Keeping a competitive edge through continuous innovation and exceptional customer service is essential for maintaining consumer interest and loyalty.
   
   Consider how the iPhone singlehandedly revolutionized the mobile device market when it first launched in 2007. It was the end of the Blackberry device and spurred Samsung’s innovation like with their modern take of the flip phone. The bar for innovation is constantly being raised by each brand as they vie for a piece of the pie.

Consumer reviews are an opportunity to explore sentiment around different facets of your brand. For example, if reviews frequently mention dissatisfaction with product quality or customer service, these areas should be prioritized in your repositioning strategy. It could be that an influencer is swaying public opinion towards another brand. Addressing these issues directly in your marketing communications and product improvements can help regain consumer trust and loyalty.

Competitive Benchmarking

Understanding how your brand stacks up against competitors is crucial for effective repositioning. One way to assess market positioning is to look at the sentiment benchmark for the entire category. Is your brand above or below the benchmark? This already gives an indication of how you measure up but not necessarily how to move the needle. The chart below we see the top 30 brands in the air care category. The average sentiment across the category is 76% and we can see that there are only a handful of brands that are above that benchmark like Pura, Glade, and Yankee Candle.  If you’re a brand like Air Wick, which is below the benchmark, it’s important to delve deeper into the reviews to understand why. 

Consumer reviews offer a wealth of comparative data that can highlight your strengths and weaknesses relative to other brands. To start to get some direction, a comparative view of different brands can be helpful. In this chart, we’re comparing Air Wick to three of the leading brands and exploring sentiment around the topics that resonate with consumers. Air Wick is doing well in the Price and Ease of Use topics. But is it enough for a repositioning? It’s not. Beyond the brand, there needs to be some investment into the product so it stands out from the rest. The comparative view already showcases the different areas.

By examining reviews of competing products, you can uncover what consumers value most and where competitors may be falling short. This information can guide your repositioning efforts by emphasizing your brand’s unique selling points and addressing any competitive disadvantages.

Word Clouds & Consumers’ Natural Language

Word clouds can be a powerful tool in visualizing the most frequently mentioned terms in consumer reviews. This analysis helps identify common themes and sentiments expressed by consumers. 

For instance, if a word cloud reveals that words like “reliable,” “affordable,” and “durable” are frequently associated with your brand, these attributes can be highlighted in your repositioning strategy. Conversely, if negative terms like “difficult” or “expensive” appear often, these are areas that need to be addressed to improve consumer perception.

In this example, we’re delving into the Smell topic for the skin care category. The top graph shows the sentiment of the topic over time. Below it is the term cloud for the same topic. Some of the recurring themes that appear to be bringing sentiment down are: sensitive, strong, product, face, etc. The positive words in green reflect everything that consumers love about the skin care brands. These can be quickly used and reflected in brand repositioning. This includes words like: fragrance, soft, good, pleasant, clean, fresh, etc. 

Using the natural language of your consumers in your marketing messages can enhance relatability and authenticity. When consumers see their own words and concerns reflected in your communications, it fosters a stronger connection with the brand.

Conclusion

Brand repositioning is a strategic approach to adapting to changing market dynamics and consumer preferences without the need for a complete rebrand. Consumer reviews are an essential resource in this process, providing insights into consumer sentiment, competitive positioning, and key areas for improvement.

By leveraging the power of consumer reviews, your brand can more effectively realign its messaging and offerings to meet current consumer needs, ultimately driving sales and fostering loyalty in a competitive marketplace. Remember, the voice of the customer is a powerful tool—listen to it, and let it guide your brand’s evolution.

Learn more about how Revuze can help with brand positioning and repositioning here.

Donna Perlstein