Brand Repositioning for Market Expansion
Client Overview
Our client, a well-established regional food brand with 15 years of market presence in the Midwest, aimed to expand nationally. Despite strong local recognition and loyalty, their brand positioning was too regionally focused to resonate with a national audience.
Challenges
- Limited brand awareness outside their core market
- Outdated visual identity and messaging
- Competitive national marketplace with established players
- Need to retain loyal regional customers while attracting new ones
Our Approach
1. Research & Discovery
We conducted comprehensive research to inform our strategy:
- Competitor analysis
- Market trend evaluation
- Focus groups with both existing and potential customers
- Stakeholder interviews
2. Brand Strategy Development
Based on our research insights, we developed a new brand strategy that:
- Expanded the brand narrative to have broader appeal
- Identified unique differentiators in the national marketplace
- Created a positioning that balanced heritage with innovation
3. Identity Redesign
We refreshed the brand's visual and verbal identity:
Visual Elements
- Modernized logo while maintaining recognizable elements
- Expanded color palette for greater flexibility
- Updated typography system
- New photography style and art direction
- Refreshed packaging design
Verbal Elements
- New brand positioning statement
- Revised brand story emphasizing universal values
- Updated messaging framework
- Tone of voice guidelines
- Tagline that works across regions
4. Phased Rollout Strategy
We implemented the new brand through a carefully planned rollout:
2. Regional Transition: Gradual introduction to existing markets
3. National Launch: Multi-channel campaign introducing the brand to new markets
4. Ongoing Activation: Sustained marketing efforts across different regions
Results
The repositioning and national expansion achieved impressive results:
- 45% increase in overall sales
- Successful entry into three major national retailers
- 92% retention of existing customer base
- 35% increase in social media engagement
Client Testimonial
"Roxmoore's strategic approach to our brand repositioning struck the perfect balance between honoring our heritage and creating appeal for new markets. Their thorough research and thoughtful execution made what could have been a risky transition into a tremendous success. We've not only expanded our market presence but strengthened our brand overall."
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> Jennifer Williams, Marketing Director
Key Takeaways
This case study highlights several critical factors in successful brand repositioning:
2. Balance of old and new: Preserving brand equity while evolving for new audiences
3. Comprehensive approach: Addressing all brand touchpoints consistently
4. Phased implementation: Carefully managing the transition to minimize disruption
5. Stakeholder alignment: Ensuring internal understanding and support
If your brand is considering expansion into new markets or needs repositioning to reach new audiences, [contact us](/contact) to discuss how we can help you navigate this complex but rewarding process.