There’s a time in every company’s growth when it wants to start winning customers who can spend more. But often, it’s customers with smaller budgets that currently pay the bills. How do you start attracting a new higher-value audience without alienating the old one?

With proper consideration of your brand strategy, repositioning in this way can be a breakthrough. However, if done poorly, it can disassociate the brand from the current audience and fail to reach a new one.

Like the American department store, JC Penney.

“Penney had been run into a ditch, but rather than getting it back on the road, [Ron Johnson] essentially set it on fire.”

Ron Johnson’s time as CEO of J.C. Penney is a classic example of how chasing new audiences can go wrong. Johnson repositioned the brand, ditching sales and coupons to move away from the “discount store” association and attract a more premium clientele. This alienated J.C. Penney’s loyal customers, who loved the thrill of promotions and discounts.

Sales plummeted, customers fled, and after just 17 months, Johnson was out. This is what happens when a brand forgets the customers who made it successful in the first place.[Quote: Mark Cohen. Source.]

So, what are the things you need to consider from a brand strategy perspective to make sure this transition goes smoothly?

Reframe, Don’t Replace.

How do you start to appeal to new customers? Focus on reframing how you tell your story, highlighting the values that matter to both current and new audiences, with an overarching brand narrative, and more tailored messaging designed specifically for your segments.

Establish a Unifying Brand Narrative

Start by defining the core purpose, values, and positioning that anchor your brand. This narrative should resonate across your entire customer base, connecting with both smaller clients and larger enterprises. Use every opportunity to tell this story. It becomes a thread that ties your brand together.

Understand Your Audience

Smaller businesses and large enterprises often have very different pain points, buying processes, and decision-making dynamics. Segment your audience thoughtfully, considering company size, industry, and complexity of needs, etc.

Craft Tailored Value Propositions

For smaller clients, focus on what makes you agile and personal. Show them how you deliver tangible results, adapt to their evolving needs, and build trust through meaningful relationships.

For larger enterprises, highlight your ability to scale and navigate complexity. Showcase your expertise, proven track record with similar organisations, and the measurable impact your solutions deliver—whether it’s in driving efficiency, cutting costs, or achieving business goals at scale. Often, what appeals to these customers will appeal to smaller customers too.

To reframe your brand, ask yourself:

• What do both my current and future audiences value most?
• How do I connect them around a shared purpose and narrative?
• What changes to my brand or messaging will signal growth without losing trust?

The Bridge

Brand is a bridge from your old audience to your new one.

To learn more about shaping a brand that means more and achieves more, get in touch with our Managing Director, Andrew Milton, at andrew@rblteam.com or ring (+44) 01926 678368.