Markets change, trends come and go, and customer preferences shift. Even long-standing companies like LEGO, Coca-Cola, and Nike have had to change how they operate to stay competitive. They’ve updated their branding, explored new markets, and come up with fresh ideas, all to stay in touch with their customers and ahead of the game. Your business can do the same, but pivoting doesn’t have to mean a complete overhaul or losing your consumer base. Sometimes, small, thoughtful changes to your marketing strategy can make a big difference. Here’s how you can begin to adapt to today’s market while staying connected with your audience.

Learning From Legacy Brands

LEGO expanded from toys into movies and video games, connecting with a much wider audience. Coca-Cola introduced products like Diet Coke and sparkling water to meet changing tastes. What these companies have in common is their ability to adapt without losing their identity. They listened to their customers while staying true to their roots and embraced change in a way that felt natural.

Clear Communication and Consistency with Customers

Change can feel risky, especially if it’s something big like a new product line or a shift in services. When you keep your customers informed, they’re much more likely to stick with it, despite the risk. Keep the lines of communication open with them by:

• Being Open About What’s Changing. If you’re shifting your focus or even rethinking your business model, let your audience know. Use emails, social media posts, or a quick video to explain the updates.
• Sharing the Benefits. Consumers always like to know what’s in it for them. More convenience, better prices, or new options, focus on how the changes make things better for them.
• Sticking to What They Love. Even as you grow, keep the things your audience already enjoys. Staying true to your core values shows that you care about their trust.

Maybe you’re thinking of updating your packaging and you want customers to know. When making that switch to newly branded materials, collaborate with a nearby supplier! Share posts about the partnership, introduce the local company to your audience, and highlight how working together benefits the community.

You could even post behind-the-scenes content, like a tour of their facility or the production process. Answering customer questions about the change and why you chose this partnership will make it feel personal. Share a story your audience can get behind. Just remember, they’re going to go to your website.

Update Your Website Without Confusing Customers

Your website is your business’s online home, and many times it’s the first element of your brand that people see. If it feels slow or outdated, visitors will leave without exploring further and head straight to the competition. Proper communication is what will keep customers on board as you go through big changes or maintenance, to get your site back up and running. Start preparing now by:

• Talking About It Early. No need to wait until launch day to let people know you’re revamping your site. In fact, talking about it can get them excited! Use a banner, blog post, or simple email to explain what’s happening and why.
• Inviting Feedback. Ask your audience what they’d like to see from your website update. Including these questions in your next newsletter or post can help you prioritize features that your customers care about.
• Making the Launch Smooth. Before rolling out your new site, double-check everything from links to load times. (Of course, our team handles this for you.) When it goes live, we always encourage celebrating the change by sharing a post or video walking users through the new layout.

Here’s something we come across a lot, adding an online ordering function to your website. You’ll want to start the process by letting your customers know the change is coming. Put up a sign in your physical location and share an announcement on social media. Be clear about why you’re making the update and how it will benefit them, like faster service or the convenience of ordering from home.

Next, keep them in the loop as you roll it out. Share sneak peeks, like a screenshot of the new ordering page, or post updates about your progress. Once the system is live, encourage customers to try it out with a special promotion, maybe a small discount on their first online order. This makes the launch feel exciting, not confusing.

Ways to Involve Customers in Branding Changes

Now, your website is going to be a reflection of your brand image. Your brand is how people recognize and connect with your business. If you’re thinking about a change, like a new logo, updated tagline, or a shift in focus, it’s important to bring your customers along for the ride. Here’s how you can do that:

• Ask for Opinions. Thinking about a new logo? Share a few designs and let your followers vote on their favorite.
• Share the Reason. Let people know why you’re making a change. Maybe you’re modernizing, adding new services, or reaching out to a new audience. Whatever the reason, explanation helps people feel involved.and valued.
• Make it Fun. Launch your new goodies with a special event or giveaway celebration. This gives customers a reason to hallmark the update with you.

Let’s think about a small business deciding to update its logo. If you’re going through a similar change, you can post a side-by-side comparison of the old and new designs on social media and ask for input. People love feeling like part of the decision-making. This is another opportunity to keep them connected.

When the new logo is ready to launch, make it fun! Host a free event or offer discounts on branded merchandise with the updated design. This makes the transition feel collaborative and exciting for your customers.

Making Digital Marketing Your Pivot Partner

Digital marketing tools make it easier than ever to communicate with customers during transitions. Social media, email campaigns, and your website give you multiple ways to share updates and keep people excited about what’s next. Don’t forget to use your blog page to go into more detail about the changes!

Your Next Step

Ready to pivot but not sure where to start? We can help you create a plan that works for your goals, whether it’s a website update, brand refresh, or something entirely new. Let’s make your next move a success. 

Fill out the form below to get started on building a stronger, more adaptable marketing plan.