Positioning should be treated as an ongoing practice, not a one-time project. While the core position should remain stable for years (that's how compound brand equity is built), companies should continuously validate that their internal brand strategy and external perception remain aligned. Major triggers for revisiting include entering new markets, post-acquisition integration, significant product evolution, or persistent disconnect between marketing spend and pipeline results.
A website redesign is often the visible byproduct of a deeper repositioning effort — but the strategic work should always come first. For companies in growth stage, the differences between early-stage and growth-stage positioning are critical to understand before making changes. If your B2B marketing function isn't delivering results, positioning drift is often the root cause.
