How to Fix a Broken Brand: Especially if All of Your Pivoting Still Hasn’t Worked Yet

By Rikki Roehrich, seasoned content creator for various small business brands.

It’s no surprise that small businesses went through a lot last year. They have given the impact of public health and safety concerns on the economy. While small businesses were told that the key to survival was to PIVOT, they still haven’t been able to fully recover yet.

In fact, some startup brands may even have lost their identity in the shuffle of so much activity and turmoil in the marketplace. As a result, many small biz CEOs are now wondering how to put all of the fractured pieces of their brand back together and fix a broken brand.

What Do The Experts Say?

Farissa Knox, the Founder and CEO of RLM Media, shared, “No one method ever works for everyone – not even when it comes to pivoting. What I have seen work for brands I follow or clients of my agency is that you should only pivot with a purpose and with a strategic mindset, and, not solely pivot for the sake of it or out of despair or fear for the health of the business.”

And, Lydia Pierre, Founder, and CEO of Pierre Branding Group, stated that “Depending on what stage the client is in their business and brand, pivoting may be similar to a rebrand or relaunch. On the other hand, for a brand new startup pivoting may require them to create a new business model altogether. Any major shift that a company makes still needs to align with overall business objectives and maintain sustainable growth.”

Marketplace Insights

Around 43% of small business owners recently reported that they had to interact with customers and clients differently. And those that didn’t change – or pivoted improperly–regrettably still found themselves trying to keep their businesses afloat. Also, stats show that the number of US small businesses decreased by 33.8% between January 2020 and May 2021. It shows the significant impact that marketplace challenges had on the small business sector.

Tips for Rescuing Your Brand

What do you do if your company was impacted by an improper pivot? Do you have any way out if your business faced other branding complications? Well, try applying these insights to recover and fix a broken brand.
Pierre shared these insights tips:

• Stay calm and maintain a sense of control even in the midst of turbulence. This will allow you to think rationally and make wiser decisions concerning the direction of your company.
• Take the time to assess the damage. Then clearly identify what you still have in your business that’s working well. Also, think about what things you can truly get rid of and do without.
• Speak with a marketing or branding consultant before making any major shifts or changes in your company. Even if you cannot hire a full-blown marketing agency, just partner with a good consultant who can assist you with ensuring that your “new” branding goals and efforts will still help you reach your customers and drive revenue.
• If you decide to pivot (again), make sure you have a strategic pivoting plan in place. Creating this plan is the first step towards being in a position to withstand and endure the challenges brought on by any significant social and economic changes. A good plan should also outline a clear pathway for avoiding landmines and a clear pathway for your success.

Tips for Recovering Your Brand

Knox added her advice to recovering brands by stating,

• Build out research programs and initiatives to understand what your customers are thinking and feeling about your services. Don’t ever make a significant change without first checking the pulse of your customers and seeing what they are needing most right now.
• Use your customers’ feedback as the secret ingredient for how to re-position your brand, messaging, or products. Then create strategies that reflect who they are and what they are wanting most during this time.

There is no denying that doing business in this current marketplace has been a challenge for many business owners. If your company is struggling through a pivot, then try incorporating these strategic insights. You may be able to fix your broken brand and get your company moving in the right direction again.

Contributor:

Rikki Roehrich, is a seasoned content creator for a variety of small business brands. She has a passion for writing white papers, blogs, articles, and educational materials on a variety of emerging trends in the marketplace.

 

Smart Hustle Resources:

Is Pivoting in Business Necessary?

Why Your Small Business Needs to Pivot

As Big Business Pivots, An Opportunity For Small Business

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