Written By: Behind Her Brand
In the ever-evolving world of business, agility is key. Markets shift, customer needs evolve, and technology advances. Sometimes, what worked for your brand yesterday won’t work tomorrow. That’s where the concept of pivoting comes in. A brand pivot involves changing the direction of your company to adapt to new opportunities or to overcome challenges. Pivoting can feel daunting, but with a strategic approach, it can breathe new life into your brand and unlock untapped potential.
This article will explore the concept of a brand pivot, why it might be necessary, and provide detailed examples of successful brand pivots. We’ll also outline the steps for successfully pivoting your brand.
What Does it Mean to Pivot Your Brand?
A brand pivot is a significant shift in the way a company positions itself in the market. It could involve a change in products or services, a redefinition of target audience, a shift in messaging, or a complete overhaul of the brand’s mission. A pivot is not a total abandonment of the brand’s core values, but rather an evolution to remain relevant, competitive, or sustainable.
Some companies pivot to keep up with market trends, others pivot to reposition themselves after facing declining sales or relevance. It’s a proactive strategy to adapt to new circumstances while maintaining your brand’s integrity.
When Should You Pivot Your Brand?
Here are some common indicators that it’s time to consider pivoting your brand:
Declining Sales or Growth: If your sales numbers have plateaued or are in decline, this may be a sign that your current brand strategy is no longer resonating with customers.
Market Shifts: If there is a significant shift in consumer behavior, technology, or industry trends, you may need to pivot to stay competitive.
Increased Competition: When new competitors enter your space, or if competitors are gaining traction, you may need to re-evaluate your brand positioning.
New Opportunities: If a new opportunity emerges, such as a new customer base or technological advancement, a pivot may allow you to capitalize on that.
Brand Fatigue: If your brand feels outdated or irrelevant, or if it no longer aligns with your business goals, it’s time for a pivot.
How to Pivot Your Brand: A Step-by-Step Guide
1. Identify the Need for Change
Before making any changes, it’s crucial to understand why you need to pivot. Conduct a thorough analysis of your current brand positioning, market conditions, and customer feedback. Look at your sales data, social media engagement, and overall brand perception. Is there a gap between how your brand is perceived and how you want it to be perceived? Have customer needs changed, or has your product lost relevance?
Example:
Kodak was a major player in the photography industry for most of the 20th century. However, they were slow to adapt to the rise of digital photography. By the time they pivoted to offer digital solutions, competitors like Canon and Nikon had already cornered the market. Kodak’s failure to pivot early enough serves as a lesson in recognizing when market shifts demand brand evolution.
2. Redefine Your Audience
A pivot often involves targeting a new audience. You may need to shift your focus to a younger demographic, or target a different socioeconomic group. Research who your new audience is, what they value, and how you can serve their needs better than your competitors.
Example:
In the early 2010s, Burberry was considered a luxury brand that had lost its way. It had been associated with older generations and had even suffered from counterfeit problems. In a bold move, Burberry pivoted to attract younger, more fashion-conscious consumers. They embraced digital marketing, collaborated with influencers, and launched fresh, youth-focused fashion lines. The result? A resurgence of the Burberry brand as a trendy, luxury fashion icon.
3. Reframe Your Messaging
A pivot often requires updating your brand’s messaging to reflect the new direction. This involves more than just changing your slogan; it’s about rethinking the way you communicate your brand’s value and story to your audience. Your messaging should align with your new brand goals and appeal to your target demographic.
Example:
When Slack first launched, it was positioned as an internal communication tool for gaming companies. However, it wasn’t gaining traction in that niche. Recognizing a broader need for team communication across industries, Slack pivoted its messaging to appeal to businesses of all kinds. They reframed their product as a tool to boost workplace productivity through streamlined communication. The result? Slack grew into a billion-dollar business used by companies worldwide.
4. Adjust Your Products or Services
Sometimes a brand pivot involves a change in the products or services you offer. This doesn’t necessarily mean abandoning your old products, but you might need to introduce new offerings that better serve your audience or solve a more relevant problem. Consider what your customers truly need and how you can adjust your offerings to meet those needs.
Example:
When Netflix started in 1997, it was a DVD rental service. However, as internet technology advanced, Netflix pivoted to an online streaming model. This pivot was risky, but it allowed Netflix to dominate the entertainment industry and eventually become a producer of original content. Their decision to pivot from DVDs to streaming fundamentally reshaped the entertainment industry and set Netflix on a path to becoming a global entertainment leader.
5. Revamp Your Visual Identity
A pivot might require a new visual identity that aligns with your updated messaging and target audience. This could involve updating your logo, website, packaging, or overall brand aesthetics. The goal is to ensure that your brand’s visuals match the new direction you’re taking.
Example:
Old Spice is an iconic men’s grooming brand that, for years, was seen as outdated and “for old men.” To combat this, they pivoted their brand to appeal to a younger demographic. Old Spice overhauled its visual identity with bold, quirky commercials, a humorous brand voice, and a revamped product line with modern packaging. This visual and branding pivot helped Old Spice regain relevance and become a household name for a new generation of men.
6. Communicate the Pivot
When you pivot, it’s essential to communicate the change clearly to your customers, employees, and stakeholders. Transparency is key—let your audience know why you’re pivoting, how it will benefit them, and what changes they can expect. Use email, social media, and press releases to announce the changes.
Example:
In 2006, Apple made a significant pivot by dropping the word “Computer” from its name and rebranding as simply “Apple.” This shift signaled their transition from being just a computer company to becoming a broader tech and lifestyle brand. With the launch of the iPhone in 2007, this pivot was communicated clearly through keynote events, advertising, and product launches, positioning Apple as a leader in consumer electronics and innovation.
7. Monitor and Iterate
After you pivot, it’s important to monitor the results and make adjustments as needed. Track key performance indicators (KPIs) such as customer engagement, sales, and brand sentiment. A pivot is not a one-and-done process—it’s ongoing, and you may need to make further refinements as you learn what works and what doesn’t.
Example:
Instagram was initially launched as Burbn, a check-in app that allowed users to log their location and share photos. However, the app wasn’t gaining much traction. After analyzing user behavior, the founders noticed that users were mainly using the photo-sharing feature. They pivoted the app to focus solely on photo sharing and rebranded it as Instagram. This shift led to massive success and positioned Instagram as one of the leading social media platforms globally.
Lessons from Successful Brand Pivots
Here are some key takeaways from successful brand pivots:
Listen to the Market: Always be aware of shifts in consumer behavior and market trends. Companies that fail to pivot at the right time often get left behind.
Be Bold, But Stay Authentic: A successful pivot requires bold moves, but it’s important to stay true to your brand’s core values. A pivot should feel like a natural evolution, not an abrupt departure.
Focus on Your Customers: At the heart of any successful pivot is a deep understanding of your customers. Make sure your new direction serves their needs and solves their problems.
Don’t Be Afraid to Evolve: Every successful brand goes through periods of evolution. Embrace the change and use it as an opportunity to innovate and grow.
Pivoting your brand can be a challenging process, but it’s often necessary for long-term success. Whether you’re responding to market shifts, customer needs, or competitive pressures, a well-executed brand pivot can open new doors and keep your business relevant. By identifying the need for change, redefining your audience, adjusting your messaging, and communicating your pivot effectively, you can set your brand on a path to renewed success. The key is to remain agile, listen to your customers, and be willing to evolve as the business landscape changes.
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