WALTZERS ANYONE?

To pivot, or not to pivot, that is the question: 

“Pivot” must be the business word of the year. In 2020, many businesses have taken stock and considered whether to channel their efforts in a new direction. I understand it, particularly as the current economic landscape and even future outlook is very different to previous years. However, my question is this; if you chose to pivot, at what cost, and should you also reconsider your brand?

We've been clear since inception that our vision is to be a market leading talent provider focused purely on the IT infrastructure market. Naturally we will follow technology trends and advances of the IT infrastructure stack, but we will expand our geographical coverage long before diluting our service offering into other sectors or technology areas. Our Franklin Fitch feet are firmly planted within our niche, we love it, and will not be pivoting anytime soon.

However, if a business does choose to pivot, and hopefully it’s only once, then should that company’s brand identity also change? Surely the original brand was set up for the initial service offering, I wonder how this translates to the new path of said business? From an employee perspective, if decisions are made too hastily, further pivots or a retraction could follow and this creates brand uncertainty and confusion. At some point it could feel like the circus is in town and the whole organisation have spent too long on the Waltzers.

Our people and our time are the two most important facets of our business. I believe it’s paramount that everyone clearly knows our purpose, fully understands it and identifies with it. One pivot can be tricky, numerous pivots can be dangerous. Brand identities can be lost in translation, your all-important people can become disorientated and time will be frittered away.

Leadership is tough right now, pivoting can look appealing, but be mindful, the brand you’ve worked so hard to build, may quickly be lost in the ether.