Want to Rebrand Your Business? 5 Ways to Pivot With Purpose

Hey Friend!

Is it time to rebrand your business? Knowing if it’s time to rebrand can be challenging. It’s a lot of work to maintain your audiences’ loyalty and is also not something to take lightly. In today’s blog, I discuss how to pivot with purpose, while answering the question of if you should rebrand your business or podcast. I also take you through my personal experience of rebranding my podcast from the Mompreneur Mastermind to The Stefanie Gass Show.

5 Ways to Pivot with Purpose and Rebrand Your Business and Podcast.

Step 1. Decide if it’s a new niche. Do you need to rebrand your business completely?

The first step when you want to pivot with purpose is to decide if you’re moving into a new niche. It’s much easier to rebrand and pivot if your niche and avatar are similar to the new brand you are pivoting to.

If it’s an entirely different target audience or topic, you’ll have more work to do to rebrand your podcast.

Here are a few examples to help you decipher if you are moving into a new niche:

• Old Brand: Life coaching for career women
• New Brand: Faith and hearing from God for stay-at-home moms
  • Entirely new niche, a new person, and a new direction. 
• Old Brand: Productivity and time management for working moms
• New Brand: Home management system for work-from-home or stay-at-home moms.
  • Same niche, you’re good to do a simple rebrand. Since the “what” is the same, it’s still 90% the same, with the only change being one mom stays home and the other works.
• Old Brand: Coaching for network marketers
• New Brand: Online business systems for female entrepreneurs.
  • Same or similar niche, so a simple rebrand will be okay. 

Now, think about your rebrand direction or pivot and write down if it’s in the same niche or completely different. If it is the same or very similar niche, move on to step 2, but if it’s a new niche, go to step three. 

Step 2. Same or similar niche, only a few simple things are required to rebrand your business.

If it is the same niche or similar, you can rebrand by doing a few simple things. If you are going to give your show a facelift, you’ll want to get excited and go all in. Treat it as if it’s a fresh launch of your podcast.

You want to refresh or make small changes to these areas, so they better market your new brand direction: 

• Podcast art (communicate the new title or tagline)
• Branding (only if your brand colors or brand style need to change)
• Tagline and TSO statement (clear outcome for your listener on your art)
• Keywords and SEO (what are the new phrases your listener would be looking up)

If you are struggling with what your business or podcast title, tagline, and brand should look like, a great option is to take my niche course Clarify Your Calling, where we walk through how to create the fundamental framework for your brand. This framework will help you clarify your new brand as well as show you step-by-step how to set it up correctly.

Step 3. You have a totally new niche, it’s time to pivot with purpose and completely rebrand your business.

It’s time to fully rebrand because you are pivoting in a completely new direction with a new niche. You need to rebrand everywhere; you have to go all in. Decide where you’re going and go there with everything that you’ve got.

Things to update in your podcast rebrand: 

• Website
• Branding colors
• Email templates
• Logos
• Podcast art
• Podcast messaging
• Keywords and SEO
• Freebies and offers
• Everything! 

If you are going in a new direction, go all in. Instead of small shifts, you are doing a large overhaul. Don’t change that you’re called to a new thing because it is going to be hard. Of course, it will be hard! Everything is hard until it’s not. Go step by step and remember that a full rebrand or pivot will often take months.

Alternatively, you could start a completely new podcast and shut down the old one. It’s up to you, depending on if you’ve got any overlap in your audience. Personally, I kept my old podcast and was okay with losing downloads while some of the old audience filtered out. Out with the old as they say, right?

Step 4. Intentionally and clearly communicate the pivot to your audience.

Once you have made all the desired changes, you need to explain them to your audience. In one simple episode, communicate what’s changed and why. The best way to do this is to treat it like a launch. You want to treat your rebranded podcast like it’s brand new. If you want help going through the launch process, download my Podcast Launch Checklist, which covers exactly what you need to do.  

This change is new and exciting, and you’ll want your audience to be excited too. You need to explain to them WHY you are making these changes and explain why it’ll be awesome for them too. Imagine that they are your best friend and my advice is to openly and honestly share.

Explain to them: 

• Why now? 
• What’s on your heart? 
• Who are you doing this for? 

Being open and honest about pivots in your business helps foster trust, and trust equals impact and income.

You don’t want people to think you jump from thing to thing. If people believe you have no longevity, you will never have a breakthrough in your business. You’ve got to stick with one thing long enough that people see you as an expert in your space, which honestly takes around 3-5 years. 

Step 5. Stay the course, and don’t rebrand your business again anytime soon.

Now you’ve rebranded, you’ve got to stay the course. Once I rebranded my show, it wasn’t pretty. It’s vital to remember when rebranding, you essentially are starting over. It’s something new, and you will lose some of the traction and momentum you created in the prior brand or business. You have to be okay with that before you commit to rebranding. 

Are you okay with a little tough love? Listen… I want you to commit to staying the course for 12-24 months. You don’t want to look like someone who hops around trying to find the next best thing. You need to commit to something. No one will buy from you if they don’t think you’re in it for the long haul. They also won’t listen and share you with their friends if you are all over the place or are constantly changing topics. 

Important things to consider when deciding to rebrand your business:

Here are a few crucial takeaways for you to consider when you decide whether to rebrand your podcast.

• Do not rebrand unless you have to (only one complete rebrand per five years).
• Stay where you are for a while (at least 12-24 months) to hear from God and your avatar.
• Do not take it lightly; it’s a massive undertaking. 
• Do not move before you’ve heard God tell you it’s time.
• Do not rebrand to your name until you have at least 500,000 downloads.
• You can change keywords, alter a pillar or change your tagline as you get more clarity in your business. 

We are so easily distracted by what others are doing and often chase after what we think will make money. It’s critical to stay in your lane and do the work to achieve success. That being said, rebranding isn’t a bad thing, when you pivot with purpose. In fact, it can be a great opportunity for you to get more aligned with God’s calling. 

When done well, rebranding is a pivotal part of growth and can show your audience that you are changing direction. Pivoting and rebranding with purpose is an intentional process where you consider what level of rebrand you need and then communicate it openly and honestly with your audience. Sharing your excitement and heart behind the change helps bring them along for the journey and instills more trust in you. And it’s only when they trust you that you’ll start to make impact and income. 

Have you recently done a rebrand? Or are you thinking of rebranding your business? We love to hear from you. 

I pray this blesses you!

Xo,

Stef

P.S. Listen to podcast episode 489 for the full training on Want to Rebrand Your Online Business or Podcast? 5 Ways to Pivot With Purpose.

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