Pivoting Your Brand – The old you vs. the new you

The coronavirus pandemic has forced pretty much everyone to rethink or completely redesign their lives. For some, it’s meant finding a new or altered way to do business or stay relevant. For others, it’s meant ending a career and starting all over.

Throughout the past four months, one question I’ve frequently received from all my various stakeholders—athletes, coaches, corporate and association executives alike— is: How do I pivot my personal brand to my new reality?

Like everything else happening in 2020, there are no real guidelines for pivoting your personal brand. But allow me to provide you with a few questions that will help you find your way.

Q1. Who is the new you? The new you might actually look a lot more like the old you than you realize. Work smarter not harder I always say. Examine the characteristics and goals of your new endeavor—I’m willing to bet that for most of you the target audience is still the same.

Q2. What resources do you need? The old you may have had access to resources the new you doesn’t, i.e. a child-free work environment, an assistant, marketing staff, etc. Building your personal brand takes time, effort and a constant flow of content. Do you have the resources around you to be successful? If not, what’s the plan to help get you what you need?

Q3. What tasks have you been avoiding? The old you may have not had to work hard to get people to notice you or your achievements. As a result, you bypassed things like building an effective LinkedIn account, leveraging your network or learning how to engage with the media. The new you will likely need to address these items. And so, I refer you back to Q2.

Q4. Is it time to learn new tricks? The new you might really benefit from things the old you avoided, i.e. learning to create effective video content, trying new social media platforms or giving speeches. If this pandemic has been good for anything, it’s been the optimal time to learn something new or step out of your comfort zone.

Many of us are concerned about what the immediate future is going to bring. The good news is your personal brand isn’t written in stone. You can, and should, continually adjust it until it’s producing your desired return on investment. Should the next year hand you another curveball, you now have the peace of mind to know how to pivot your brand accordingly.

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