If you're thinking of repositioning your company, the effort should always center on what your customers need and want, says Larry Mersereau, owner of PromoPower and author of Stand Out, in Rebranding Road Map. Focusing on your customer instead of your company when rebranding will ensure that it's being done for the right reasons.

“When people think about branding, they tend to think about themselves, meaning their company,” says Mersereau. “They think, ‘What is it about us that’s special? What makes us wonderful?’ But it doesn’t matter what makes the company wonderful for you; what’s important is what makes it wonderful for your customer base. Why do they love you, why do they buy from you? That is what your brand needs to talk about.”

Increasing consolidation and channel blurring have sparked rebranding campaigns across distribution, shining light on the need for company leaders to be strategic in how they execute name changes and repositioning efforts. 

Learn more about best practices for repositioning your company in Rebranding Road Map.