It’s no secret that markets are dynamic — subject to consumer preferences, technological advancements, and economic fluctuations. What worked last year may be stale this year and irrelevant next year. Failure to adapt messaging can lead to brand irrelevance or, worse, alienate customers.

Reframing your existing products or introducing new ones can help your brand pick up momentum and get some attention in the marketplace. By pivoting messaging and product strategies in response to the market, your brand can stay fresh and appealing while addressing emerging needs, responding to customer feedback, and keeping up with — or even surpassing — their competitors. 

Modern buyers demand innovation, personalization, and a seamless customer experience. To keep up with these evolving expectations, business leaders must leverage technology and remain agile. Whether it’s incorporating AI-driven solutions, adopting e-commerce platforms, or embracing the latest digital marketing trends, staying current is essential — and agile brands can pivot quickly in response to unforeseen challenges or opportunities, making them better equipped to navigate uncertain waters.

Crafting messaging for a product pivot

Crafting effective messaging for a product pivot requires a delicate balance. 

While introducing products or pivoting existing ones, businesses must maintain the trust they’ve built with their customers. This involves transparent communication about changes and a focus on how these changes enhance the customer experience. Trust is a valuable asset, and preserving it is paramount.

Modern payments platform Dwolla recently underwent a notable product pivot by introducing its Connect product while maintaining its flagship offering, the “Dwolla Balance.”

They highlighted the transition to their new product, building upon the success of their established one. This messaging not only acknowledged their flagship product’s achievements but also demonstrated how the new product evolved from its predecessor. 

Effective messaging ensures that customers are aware of the changes and can appreciate the value of new offerings while still maintaining trust and satisfaction with existing ones. And it’s not just my opinion. 

Mukarram Dhorajiwala, Creative Head of Occams Advisory — a financial and professional services firm serving SMBs — agrees.  

“When companies shift messages, they fundamentally reshape how people engage with their brand, both online and offline,” he says. “It’s not just about following processes; it’s about mastering the core elements of branding — interactions, emotions, and feelings — which determine whether a brand succeeds or falters in the ever-evolving digital landscape.” 

Clearly, businesses must adapt and evolve their messaging strategies, but it is equally as vital to have a memorable brand. 

And to have a memorable brand, you need a memorable story. 

Crafting brand stories in a globalized world

A compelling narrative isn’t just about what a brand does; it’s about why a brand exists and the impact it seeks to make. We all crave authenticity and connection, and a good story can create a lasting bond between a brand and its audience — making introducing new products or pivoting old ones significantly more successful.

Good stories evoke emotions, making the audience integral to the narrative. Brands that tell memorable stories create a lasting impact that extends far beyond a single transaction. And with 52% of people reporting they are more likely to share video content than any other type of content, brands should prioritize visual storytelling just as much as written content. 

Modern ad campaigns cannot just introduce a product; they must tell a story that resonates with the audience. Otherwise, it’s just more noise. Velvet Badger, a visually driven branding agency, is using this story-telling mindset to help brands introduce new products and reframe existing ones on a global scale. 

Telling (and showing) a clear and engaging brand story on a global scale is a delicate balance between being clear and consistent while also understanding vast cultural nuances. Cultural diversity is both a strength and a challenge in the global marketplace. The key is ensuring your brand story speaks to your audience — no matter how diverse — and that you maintain consistency in messaging while also remaining agile to meet the needs of location-based segments.

Whether you are leading a broad global brand or a small business with a distinct niche, agility in marketing is a necessity. Whether market changes mean it’s time for a new product or it’s time to update messaging—the brands that last are the ones that have a strong brand story that they can innovate within.