Pivot · Branding

When starting a pivot of your company, what things are important for building the new brand?

@startupjames

March 16th, 2015

So far we have a new logo and are rebuilding the website from scratch. The company will be launching a new blog and updating all of the appropriate business profiles and listings. Should I start from scratch on the social media? Does a professionally written press release actually do anything for promoting engagement?


Any insight you have would be very appreciated.

Jessica Alter Entrepreneur & Advisor

March 16th, 2015

You should pivot quietly, unless you're a major brand.  You're pivoting because whatever you were doing wasn't working. Don't spend time (or $$) on announcing anything to the world, until you know it is working - huge waste of time and resources.

Dale Lampson Product Management at Fitbit

March 17th, 2015

Social media will still remember you as you were.  So don't do/say things as you pivot that can be easily contradicted by what the cloud remembers (and Google et. al will happily and effortlessly find). 

Pivot quickly and cleanly.  Unless there's a benefit, don't try to link back to the past.  If possible, focus initially on different social media channels where your past identity is less likely to surface or be co-mingled. 

Finally, focus on customer engagement.  Forget the press release--does anyone other than IBM still do that?  Spend time (and a little money) on content that a) your target customer will want to spend 1 minute reading, b) leads (links) to action for those who like what they read, and c) naturally builds a prospect pool without you having to do customized tasks for each lead.

@startupjames

March 17th, 2015

Thank you Jessica and Dale for taking the time to give me your insight. What your saying makes sense. It will also help with allowing me more time for product development. 

Have a great day,
James