Assume the (Re)Position
A brand’s Position is its unique and strategic place in a market or its industry. The act of actively working on or toward your position is called positioning. Simple! You declare the niché you plan to occupy and slap it on your website. Right?
Companies typically need more help repositioning than they do positioning. Repositioning, when done right, is going to feel risky. And if it doesn’t, then you may not be narrowing your position enough.
Because a company with too broad of a position is actually a brand for very few.