Pivoting your brand strategy in 2020

September 15, 2020
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Pivoting your brand strategy in 2020

This has certainly been a year of unprecedented disruption and many businesses are coming under pressure to re-think their strategy and, with that, aspects of their product or business branding. As a result ‘pivoting’ is the catchphrase we’ve been hearing more frequently than ever. So, what is a pivot?

The word pivot has most commonly been used in relation to start-ups discovering a need to drastically shift to a new strategy, either through re-working their offering or re-positioning to operate in a new market or industry vertical. In the current environment though, this concept has become pertinent even for long-established businesses. A pivot's intent is to help a business recover from challenging periods, to survive and then thrive when competition or other factors have caused the original model to become unsustainable. If this sounds like what you need right now you are certainly not alone.

Brand Counsel is an experienced branding and digital agency. After many years working with businesses to re-shape their brand strategies here are a few quick tips to get you started.

Research

The success of a brand evolution or a rebrand is strongly linked to how well you conduct your research. You need to know your current brand position and what your audience likes about your brand, but also how your market has changed. If you're targeting a new audience you will want to get a feel for their needs and what influences their buying decisions.

Review the competitive landscape 

In a process like this it's always important to have a fresh look around and see how competitors are serving the market and where opportunities exist to do things better or provide an offering to an under-served market segment.

Be open to change

Change is never easy but in order to be successful in your 'brand pivot', it’s essential that you’re open to new ideas, otherwise the changes you identify may be more limited than the situation calls for. Sometimes it’s helpful to have an branding agency review your strategy and take you through this process as they can be far more objective. Radical change isn’t always what’s needed, but be willing to consider that it might be.

Develop a mission statement

If you are pivoting your brand, you may also need to rethink or develop a mission statement. This is the guiding statement for your business, sets out your purpose and serves as the standard against which you weigh your actions and decisions. It helps evolve your brand and set the tone for the design of your website, collateral – everything your brand touches – as well as guide the people at every level within your business. This should then translate to what the customer feels when engaging with your brand. 

The power of storytelling  

Many well-known brands harness the power of storytelling. A good case study to look at is AMI’s kindness campaign. They harnessed the power of telling real people’s stories to convey an aspect of their own brand. This approach can be used to help your business connect emotionally with your audience when pivoting. It’s ideal if the customer can feel included in your journey.

The value of a brand audit

A brand pivot is something that brand agencies specialise in. So if you're feeling unsure of how to go about it, here at Brand Counsel we offer a free brand audit. This will highlight any gaps in your brand’s performance. From there we can discuss with you what can be done to move your business forward.

We want to hear about how businesses are doing during the pandemic. Join our conversation on LinkedIn and share your story with us. Have you pivoted your brand strategy? Have you sailed through smoothly or were there big challenges?


This has certainly been a year of unprecedented disruption and many businesses are coming under pressure to re-think their strategy and, with that, aspects of their product or business branding. As a result ‘pivoting’ is the catchphrase we’ve been hearing more frequently than ever. So, what is a pivot?

The word pivot has most commonly been used in relation to start-ups discovering a need to drastically shift to a new strategy, either through re-working their offering or re-positioning to operate in a new market or industry vertical. In the current environment though, this concept has become pertinent even for long-established businesses. A pivot's intent is to help a business recover from challenging periods, to survive and then thrive when competition or other factors have caused the original model to become unsustainable. If this sounds like what you need right now you are certainly not alone.

Brand Counsel is an experienced branding and digital agency. After many years working with businesses to re-shape their brand strategies here are a few quick tips to get you started.

Research

The success of a brand evolution or a rebrand is strongly linked to how well you conduct your research. You need to know your current brand position and what your audience likes about your brand, but also how your market has changed. If you're targeting a new audience you will want to get a feel for their needs and what influences their buying decisions.

Review the competitive landscape 

In a process like this it's always important to have a fresh look around and see how competitors are serving the market and where opportunities exist to do things better or provide an offering to an under-served market segment.

Be open to change

Change is never easy but in order to be successful in your 'brand pivot', it’s essential that you’re open to new ideas, otherwise the changes you identify may be more limited than the situation calls for. Sometimes it’s helpful to have an branding agency review your strategy and take you through this process as they can be far more objective. Radical change isn’t always what’s needed, but be willing to consider that it might be.

Develop a mission statement

If you are pivoting your brand, you may also need to rethink or develop a mission statement. This is the guiding statement for your business, sets out your purpose and serves as the standard against which you weigh your actions and decisions. It helps evolve your brand and set the tone for the design of your website, collateral – everything your brand touches – as well as guide the people at every level within your business. This should then translate to what the customer feels when engaging with your brand. 

The power of storytelling  

Many well-known brands harness the power of storytelling. A good case study to look at is AMI’s kindness campaign. They harnessed the power of telling real people’s stories to convey an aspect of their own brand. This approach can be used to help your business connect emotionally with your audience when pivoting. It’s ideal if the customer can feel included in your journey.

The value of a brand audit

A brand pivot is something that brand agencies specialise in. So if you're feeling unsure of how to go about it, here at Brand Counsel we offer a free brand audit. This will highlight any gaps in your brand’s performance. From there we can discuss with you what can be done to move your business forward.

We want to hear about how businesses are doing during the pandemic. Join our conversation on LinkedIn and share your story with us. Have you pivoted your brand strategy? Have you sailed through smoothly or were there big challenges?