Let’s be honest, sometimes your brilliant business idea turns out to be… not so brilliant. Or at least, not quite right for the market. It happens. And when it does, you might find yourself needing to pivot. Maybe your product isn’t working, maybe your audience has shifted, or maybe you’re just realising there’s a better opportunity somewhere else.
The good news? Pivoting can be a game-changer. The tricky bit? Doing it without totally confusing everyone about who you are and what you stand for.
Let’s talk about how to make a shift without losing yourself in the process.
Know What Actually Makes Up Your Brand Identity
So first off, what even is brand identity? It’s not just your logo or colours (though yeah, those matter). It’s more about your values, your tone of voice, how you show up in the world, and the overall feeling people get when they interact with your business.
A lot of startups jump into pivot mode and focus only on what’s changing. The new product, the new service, the new thing they’re building. But if you’re not clear on what’s staying the same, you risk turning into something totally unrecognisable.
For example, if your business has always been about making things simple for busy people, that core idea shouldn’t disappear just because you’re selling something different now. You’ve got to keep that thread running through everything. Otherwise, people start asking, wait, who are you again?
According to IMA Worldwide, keeping strategic change aligned with brand values is kind of essential if you want the transformation to actually work. Makes sense, right?
Keep the Core, Change the Wrapping
Here’s the trick. You don’t have to keep everything the same. That’d be boring. But your values? Your tone? Those are the things that make your brand you.
Think of it like this. You’re still you, even if you change your haircut, swap jeans for joggers, or get a new job. The outside can shift, but the personality underneath doesn’t just vanish. Same goes for your business.
If your brand’s always been about inclusivity, or transparency, or making people laugh, hold on to that. You can swap out the product, shift your pricing, move into a new market, just don’t abandon the vibe that made people connect with you in the first place.
Before you make any big changes, try doing a little brand self-audit. Ask yourself what your non-negotiables are. What would your customers be sad to see go? What would feel… weird if it suddenly changed?
Talk to People Like They’re People
Seriously, don’t keep it all behind the scenes. Bring your audience along for the ride. You don’t have to over-explain, but a little transparency goes a long way.
Try writing a blog post that shares why you’re pivoting. Talk about the lessons you’ve learned and what’s coming next. Show up on Instagram or LinkedIn and let your followers peek behind the curtain. The more human you are, the easier it’ll be for people to come with you.
Also, get your team on board early. They’re part of your brand voice too, and if they’re confused or unsure, that’s gonna ripple out into everything they do.
Some people might drop off. That’s okay. The ones who stick around? They’re your people. And they’re way more likely to stay loyal if they understand what you’re doing and why.
Final thought
Pivoting doesn’t have to mean losing everything. Done well, it’s more like shedding what’s not working and doubling down on what actually matters. So yeah, change is good; just don’t forget who you are.