Brand pivoting is not a re-brand, so you retain a lot of your existing assets including logo. It could be described as an upgrade and is done by reviewing a few of your brand tools such as photography, typography and colours. Pivoting is often done in stages so that you achieve a subtle shift that gently starts to create awareness and appeal within a previously unreached market.

We define premium consumer brands as those that offer something special or exclusive and charge a premium for their product or service. Previously I have written about brand pivoting in general  terms so here I'd like to focus on the premium consumer sector.

Why should you think about brand pivoting?

By pivoting your brand you can not only get a foothold in a new lucrative market but also grow your existing client base because they aspire to this demographic.

How do we do it?

In most cases it is possible to maintain the existing brand personality which secures existing customer loyalty. By thinking strategically and aesthetically, it is the existing look and feel that we pivot to ultimately attract a larger group of clients with more spending power.

Brand association is a key focus so you need to know the code. Looking at brands that are already operating in the desired market and learning how they communicate will give you great ideas.

Brand pivoting for The Fountain Restaurant at Fortnum & Mason

Brand pivoting for The Fountain Restaurant at Fortnum & Mason

Brand pivoting for Orchid – luxury interiors with an oriental soul

Brand pivoting for Orchid – luxury interiors with an oriental soul

This is often not an easy nut to crack and it requires a bit of time and a lot of focus. You can speed things up with a generous comms budget but often, it is smarter to let things evolve over a period of time and test and measure as you go. The objective is to build a robust improvement in the brand's value.

From our 5Cs process (Compass, Clarity, Creativity, Craft, Commercial), we focus onCreativity and Craft. These will be very useful to you as we create a more sophisticated style (creativity) applied to digital or print communication collateral that is delivered using the highest standards of finish (craft).

Compass will also helps to focus on your new core audience which we do at the start of the project. We know how much choice they have and put together a brand strategy that will explain why you – and nothing else – will do.

In the end, your brand is something your new market will happily associate themselves with and appropriate for your product or service. By understanding the code for premium consumer groups, what is special about your brand and how we can affect their buying decisions, a new brand positioning is achieved that is relevant and interesting.

Brand pivoting for Sale e Pepe – a classic Italian Knightsbridge restaurant

Brand pivoting for Sale e Pepe – a classic Italian Knightsbridge restaurant

The outcome should always be a confident and clear brand that looks as if it truly belongs in the market. Every piece of communication re-enforces the brand's positioning and becomes a fantastic asset of the business. Please feel free to contact me if you would like to find out more about brand pivoting. alex@icdesign.co.uk