Occasion
Navigating a major pivot in your business? Here’s a playbook for using brand to succeed.
Change is the only constant. That doesn’t mean it’s easy.
Whether your transition is planned or unforeseen, it comes with with complexity. You may have to reimagine your customer base and gain a deep knowledge of a whole new population. You may have to rearchitect your portfolio, or update your product strategy. Or maybe you have a new leader who wants to put their stamp on what’s next.
Whatever your pivot may be, it’s key to get your employees, leadership and customers to see the same vision for where you’re going.
The good news
Brand can create a new north star that turns difficult questions into inspiring answers.
Brand Pivot Playbook
A few ideas for how to start translating your new situation into a strong market presence.
update your strategy
You likely already have a strong brand strategy that defines your belief, purpose and category. An agency can help you understand just where you need to make key changes to reflect where you’re going.
Evolve brand and product
Conduct an audit to determine what the market looks like in the space you’re moving into. Then, work with an agency to examine where your visual, verbal and product identities need to evolve.
Make some noise
During a time of change, it’s important to control the narrative. A change-focused communications strategy and campaign can help you build consistent associations with your new vision, while mitigating risk.
Update your properties
Make sure your new roadmap is reflected on your owned channels, like your social media, CRM, sales toolkit, website and software experiences. This will create cohesion and excitement while avoiding confusion and fragmentation.
Recommended Services for Branding During a Pivot
Change can lead to great things. Here’s how.
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Examining where your existing strategy needs to change, and conducting relevant research to get there.
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Building an end-state model that updates your brands and offerings, and a plan to help you get there.
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Building a messaging and design toolkit that helps you tell your new story in the right way.
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Building a change communications strategy, including a top-level message and audience-driven messages.
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Determining what needs to change where, and developing key brand assets to make it happen.
