Set a Clear Repositioning Objective using Get Who To By
Most repositioning efforts are just expensive ways to confuse your existing customers while being ignored by new ones. You think a new logo and a 'bold new vision' statement will save you? Cute. Without a Get Who To By framework, you're just putting expensive lipstick on a brand that's lost its way. This framework forces you to stop hallucinating about 'market share' and start focusing on the actual human beings who might actually give you money if you'd just stop being so vague.
The TL;DR
Repositioning isn't a facelift; it's a transplant. Use Get Who To By to identify the specific audience you've been missing (GET), understand the baggage they’re carrying (WHO), deliver a message that doesn't require a decoder ring (TO), and give them a concrete reason to move (BY).
Why This Beats Your 50-Page Brand Manifesto
Strategy decks usually go to die in a shared drive. This framework actually gets used because it's too simple to hide behind.
The Four Steps
GET
Who exactly are you trying to steal?
Define the smallest, most winnable group that currently thinks you're irrelevant. If you say 'Millennials,' I'm closing the tab. Give me a specific group with a specific problem that your current positioning is failing to solve.
WHO
What’s the actual baggage they’re carrying?
What is their current behavior or belief about your category? They aren't 'brand loyal' - they're probably just lazy, scared of change, or think you're too expensive/cheap/boring. Find the friction.
TO
What is the stupidly obvious message?
If you had five seconds to convince them you've changed, what would you say? This isn't a tagline. It's the core message that makes them go, 'Oh, wait, maybe they aren't who I thought they were.'
BY
How are you going to prove it?
This is the mechanism. Is it a new feature? A price drop? A radical transparency campaign? This is how you bridge the gap between 'saying' and 'doing' so you don't look like a liar.
How to Trash Your Repositioning
(Try to avoid these, or don't, it's your budget)
- ×Targeting 'everyone' because you're afraid of missing out
- ×Writing a 'WHO' that sounds like a compliment instead of an insight
- ×Using the 'TO' section to list five different value propositions
- ×Thinking a new color palette counts as a 'BY' mechanism
- ×Ignoring the fact that your target audience currently hates or ignores you
- ×Making the message so 'clever' that no one understands it
- ×Forgetting that repositioning requires actually changing the product or service
- ×Setting an objective that is 'increase awareness' - the ultimate lazy goal
Repositioning is a surgical strike, not a carpet bomb. If it doesn't feel a little risky, you're probably just making another boring ad.
Real Examples
B2B SaaS Repositioning
Moving a complex data tool from 'Enterprise Analytics' to 'The Tool for Fast Decisions.'
GET
Overworked mid-level managers at mid-sized tech firms.
WHO
They currently use Excel because our 'Enterprise' UI looks like a flight simulator from 1994.
TO
Get the answer you need for your 2 PM meeting in 2 minutes.
BY
Launching a 'Lite' dashboard mode that strips away 90% of the clutter for everyday tasks.
Legacy CPG Brand
Repositioning a 'dusty' cereal brand from 'Healthy for Kids' to 'High-Protein Fuel for Adults.'
GET
Former fans who now drink protein shakes for breakfast.
WHO
They think our cereal is just sugar-coated cardboard for 8-year-olds.
TO
The protein of a shake, the crunch you actually miss.
BY
Reformulating with 20g of protein and moving the product to the health aisle with matte packaging.
Professional Services
Repositioning a local law firm from 'General Practice' to 'The Startup Exit Specialists.'
GET
First-time founders approaching their first acquisition.
WHO
They think big firms are too expensive and local firms don't 'get' tech equity.
TO
Big-city exit expertise without the big-city ego or billable hours.
BY
Offering a flat-fee 'Exit Readiness' audit instead of hourly billing.
Frequently Asked Questions
Can I have two 'GETs'?
No. Pick one. If you have two, you have two different strategies. Don't be greedy; it's how campaigns die.
What if my 'WHO' insight is that they don't know we exist?
That's not an insight, that's a symptom. Why don't they know? Because you're boring? Because you're in the wrong place? Dig deeper.
Does the 'TO' have to be the tagline?
God, no. The 'TO' is the strategy. Your creative team can turn it into a tagline later. Just make sure the strategy is clear first.
How do I know if my 'BY' is strong enough?
If you can do your 'BY' without changing anything in your business operations, it's probably just fluff. A real 'BY' usually costs someone some effort.
Is repositioning just for failing brands?
No, it's for any brand that wants to grow. If you're standing still, you're basically moving backward. This framework keeps you from drifting into irrelevance.
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