Pivoting a personal brand is a bold and courageous move. When you do it, you will be judged, and the market will make many assumptions about you. The reason it is a bold move is because, technically, it is a notion that if a personal brand makes a pivot, they aren’t doing anything good and profitable. Which, I will agree, is true to a certain extent, but this doesn’t mean that a personal brand should restrict itself from making a pivot; it is not a sin after all.

On the contrary, pivoting is often necessary to stay relevant, authentic, and aligned with your evolving goals. When you think about building a personal brand that people remember, it is never about just one thing, so it doesn’t matter whether you’re shifting industries, targeting a new audience, or redefining your narrative; a strategic pivot can open doors to new opportunities. But first, let’s think this through. Your ultimate goal in a pivot is to make sure you are doing this out of will and not because the market forces or some other external factors made you do it. Problems occur in every business; you cannot always think of making a pivot all the time. It may work one time but may not look good the second time.

It doesn’t stop there; not only do you need to make a pivot, but you also need to make sure you are doing it right and you are not only firm but also correct with your decision. Another important thing to remember is that making a pivot is going to cost and demand a lot of challenging activities. It is not going to be an easy path down the track; we know this very well, and that’s why we bring you a collection of advice from 6 experts from the field of personal branding. This advice is concrete and backed by statistics and real-world examples; this blog technically serves as a no nonsense guide to building  a personal brand and offers a step-by-step roadmap to navigate the process while maintaining trust and credibility.

But before that, it is imperative to discuss why to make a pivot, so let’s begin with that.

Why Pivot Your Personal Brand?

When you are in the pursuit of creating a successful personal brand, you will come across many different stages where you will get stuck in a turmoil, but you have to make sure you pull yourself out of it. A personal brand in a nutshell is the sum of how others perceive you, your expertise, values, and online presence. But as life evolves, so must your brand. According to a 2025 study by LinkedIn, 89% of B2B professionals use LinkedIn for professional purposes, and 28% of hiring managers say online profiles are their most effective resource for finding candidates. This underlines the importance of a strong, relevant personal brand in today’s digital ecosystem.

So when we discuss pivoting, it might be necessary if:

Your interests or career goals have shifted. (There is nothing wrong with it.)

Your current brand no longer reflects your values or expertise. (It happens as the market evolves and customer behavior relegates)

You’re targeting a new audience or industry. (You spot an amazing opportunity where you think you can do better in terms of adding value, solving problems, and making profit.)

Engagement metrics show your content isn’t resonating. (This is a quite technical reason but, of course, is an important aspect too.)

To explain this with an example, Michelle Phan, a YouTube makeup artist, pivoted her brand from tutorials to building her own beauty brand, EM Cosmetics. Initially known for her art-school-inspired makeup videos, she made a change to entrepreneurship, leveraging her audience to launch a successful product line. Michelle Phan’s pivot shows how aligning your brand with new goals can lead to significant growth. Now, many people will argue that this isn’t a real pivot because she was already teaching about cosmetics, so she eventually entered the market with her own cosmetic brand, but when you closely observe, she was in the business of making tutorial videos of makeup, and then she completely switched to launching her own brand. That's the pivot right there.

Alright now, this is where we start deciphering the expert advice and start implementing it. We have organized this advice in the form of a step-by-step guide so that not only we understand what we have to do but also do it in a streamlined way.

Step 1: Clarity of Your New Brand Purpose

Expert Insight: Adrienne Sheares, Social PR Expert, ViviMae Labs

First, let’s talk about Adrienne Sheares. She has done her master's in communication from Johns Hopkins University, and she followed her passion for entrepreneurship. For nearly a decade, Adrienne has created digital marketing solutions for companies such as Issa Rae Productions (creator of HBO's Insecure), AARP, Discovery Education, Lego Dimensions, The Root, and several small DC area businesses. In addition to her marketing work, Adrienne is also the co-founder of the mobile app Urban Delivery, featured in top publications such as Black Enterprise, The Washington Post, and ABC News.

Now, her advice is simple: focus on clarity and use it to define your personal brand purpose. The purpose should reflect the passion, mission, and vision and speak directly to the target audience it wants to deliver to and serve. Adrienne believes in conducting a critical self-assessment. If you think your heart is not in the right place, clearly it is a sign to pivot. This comes from a strong woman who followed her passion. What else can we expect from her but sharp and on-point solutions? Through self-analysis, try realizing your new goals and the place where you feel at home.

How to Do It:

Reflect on your mission: Has it changed from the time you started your journey? If things are unclear, you are right about pivot.

Identify your strengths: List skills and experiences that differentiate you, and based on that, make the pivot accordingly.

Define your audience. Pinpoint who you’re speaking to: recruiters, clients, or peers.

Real-world example: Malala Yousafzai pivoted from being a blogger documenting life under Taliban rule to a global education advocate. Her Nobel Prize-winning work and the Malala Fund reflect a clear purpose: removing barriers to female education. Her LinkedIn bio highlights her achievements while remaining relatable, showing how purpose drives a pivot.

Actionable tip: Write a one-sentence purpose statement. This one-line statement should define your goal with crystal clarity.

Step 2: Audit Your Current Brand

Expert Insight: Christine Gritmon, Personal Brand Consultant, Christine Gritmon Inc.

About Christine Gritmon, she is known to empower professionals to step into their personal brands in a bigger, bolder way on social media. Christine has spoken on global stages and is a frequent expert guest on live streams, podcasts, chats on X (Twitter), and blog posts. She also hosts her own weekly Twitter chat, #ChatAboutBrand, and an interview show, Let’s Talk About Brand. Christine Gritmon is the senior editor of the Social Media Pulse Community, which offers training, tips, conversations, and connections.

Her advice on personal brand pivot is strategic; she suggests you audit your existing brand to fathom what’s working and what isn’t. This helps you identify gaps and opportunities for your pivot. If you are planning a pivot, you better do it in a strategic way where you know the past mistakes and do not repeat them.

How to Do It:

Review your content. Analyze your performance & engagement metrics to see what runs attraction and traction from your target audience.

Google yourself. Check what comes up when people search your name. Are the results aligned with your new direction?

Seek feedback: Ask colleagues or clients how they perceive your brand. Remember any form of data is good till you are able to extract key insights from it to work on. A 2025 Shopify article highlights that low engagement or feedback from the wrong audience signals a need to tweak messaging or content. Additionally, 75% of U.S. adults who Google themselves say the results aren’t positive, emphasizing the need for an audit.

Real-world example: Jack Appleby, a social media consultant, pivoted from fitness content to marketing expertise. Jack audited his Instagram and LinkedIn, gradually shifting his content to reflect his new focus while retaining his audience. His Instagram Reel on LinkedIn strategies garnered 1,600 views, a win relatively compared to his fitness posts.

Actionable tip: Use online digital tools like Google Analytics or Socialinsider to track engagement and identify content that no longer aligns with your goals.

Step 3: Decide Whether to Keep or Ditch Your Platforms

Expert Insight: Ghalib Suleiman, Digital Marketing Strategist

If we talk about Ghalib Suleiman, he is an experienced technology executive serving as the CEO and co-founder of Polytomic, based in San Francisco, California. His expertise spans software engineering, data analytics, growth strategy, and leadership, with a focus on the technology industry. As the CEO and co-founder of Polytomic, he manages the overall strategy and direction of the company. His key responsibilities include driving growth, innovation, and customer satisfaction.

Coming from Ghalib Suleiman, the advice for a personal branding pivot is something most people will not relate to but yet is crucial advice. He simply advises that you do not start fresh unless it is an absolute necessity. Ghalib believes that when you’ve already built a network, leverage it. Gradually shift your content to bridge the old and new.

How to Do It:

Evaluate your platforms. Check every platform where your profile is to see if it's active or not, whether you are posting or not. Analyze if you are still relevant to your audience. LinkedIn is critical for professionals, with 89% of B2B professionals using it.

Repurpose existing content: Yes, make good use of your content. You have created it, so it makes complete sense to use it for your own good, but keep those that can bridge to your new brand.

Introduce the pivot: Tell the people about your plans; share your transition story to maintain trust. Let people know about it; this is also a form of transparency that you can instill. A 2025 study by DSMN8 shows employees have 10x more connections than company pages, making personal accounts valuable for pivoting.

Real-world example: Shama Hyder, CEO of Zen Media, pivoted from general marketing to a niche in digital PR. She kept her LinkedIn and website, updating her bio to emphasize her new focus: “Making clients feel calm in a fast-paced digital world.” This consistency helped her retain her audience while attracting new clients.

Actionable tip: Work on your online presence and digital footprint; update your bio across all types of platforms where people can see you to reflect your new direction, using keywords relevant to your target industry.

Step 4: Craft a New Personal Brand Statement

Expert Insight: Irene Koehler, Personal Branding Coach

About Irene Koehler, as a social media and branding strategist, she guides businesses, executives, and professionals to make smarter choices and achieve success by leveraging digital and social media. Along with this, she also manages her own online brand and reputation, engaging their unique audience and aligning your personal brand with your business identity along with their efforts with their overall business objectives. 

Irene brings another expert piece of advice; she stresses the importance of a concise brand statement. “Your statement should say what you do, who you serve, and why you’re unique in one to three sentences. This is your elevator pitch for the digital age. When making a pivot, make sure you are aligned with your pitch statement.

How to Do It:

Be specific: Avoid vague terms like “I help businesses grow.” Instead, say, “I help SaaS startups increase conversions by 15% through data-driven strategies.”

Inject personality: Use action words and a tone that reflects you. Be active about your choices and branding operations. This is your cue to build a powerful executive brand; your personality is the only thing that’s yours, so use it smartly and strategically. 

Test it: Share it with peers for feedback on clarity and impact. The more you examine it, the more you will get a clear picture of your actions and endeavors. A 2025 Indeed article notes that a well-crafted personal brand statement can boost networking by clearly communicating your value.

Real-world example: Will Allred, co-founder of Lavender, pivoted from general sales to AI-powered email solutions. His LinkedIn statement, “Helping salespeople write better emails faster,” is clear and targeted, driving engagement with his new audience.

Actionable tip: Write a draft statement and refine it to remove filler words. For instance, “I streamline operations for startups to boost efficiency and growth.”

Step 5: Create Content That Reflects Your New Brand

Expert Insight: Troy Sandidge, Growth Marketing Strategist

About Troy Sandidge, aka The Strategy Hacker, he specializes in building strategies, solutions, and systems for world-class brands to become more profitable, sustainable, and scalable. He is the author of Strategize Up, the founder of Strategy Hackers, and the host of the iDigress Podcast, which has amassed over half a million downloads and is a top 0.5% ranked podcast.

Now the advice that he offers regarding personal branding pivot is to focus and leverage content, showcasing it as the pivot cornerstone. He believes that the content of any personal brand must evolve with time to showcase your expertise. Share insights, case studies, and stories that position you as an authority in your new space.

How to Do It:

Start blogging: Yes, the more you write, the better you will become at creating content and creativity as a whole. A 2018 article highlights blogging as a top tool for personal branding.

Use video: Know which serves and performs the best. High-quality audio is critical; invest in a good microphone and go for video-based content.

Engage on social: Post consistently on platforms like LinkedIn or TikTok, where 28% of hiring managers find candidates via online profiles. A 2023 SmallBizGenius study found that 56% of consumers stay loyal to brands that “get them,” and 89% are loyal to brands sharing their values. Content that aligns with your audience’s values drives engagement.

Real-world example: Kayla Itsines, co-founder of Sweat, pivoted from generic fitness content to tailored programs for women. Her Instagram and blog now focus on flexible fitness solutions, resonating with her audience and driving loyalty.

Actionable tip: Create a content calendar with three to five posts per week, mixing educational content, personal stories, and industry insights.

Step 6: Build and Leverage Your Network

Expert Insight: Liz Harr, Hinge Marketing

About Liz Harr, her actual name is Elizabeth Harr; she is a well-recognized expert in high-growth marketing. She continuously indulges in developing strategies for clients and offering expert advice. Liz accepts that being a part of Hinge marketing allows her to partner with people on strategies, and she accepts feeling satisfied with her job and contribution.

Her advice on pivoting is straightforward: make good use of social media and networking. The more you remain active, the more you are visible and stay in the minds of your target audience. Use your presence to be transparent about your pivot; do not shy away from your branding operations.

How to Do It:

Join communities: Be interactive; engage in LinkedIn or Facebook groups relevant to your new industry. Join forums and take part in new seminars and events.

Collaborate: Offer free insights or guest posting opportunities and partnering with influencers.

Attend events: Virtual or in-person conferences can expand your reach. A study found that 92% of people trust recommendations from individuals over companies, making networking vital.

Real-world example: Mark Schaefer, a marketing consultant, pivoted from corporate strategies to personal branding education. By joining LinkedIn groups and hosting The Marketing Companion podcast, he built a network that amplified his new brand.

Actionable tip: Reach out to two to three industry leaders per week with personalized messages offering value, like sharing their content or offering a free consultation. Collaboration is the key; this will not only help you in your pivot but will assist you in your pivot as well.

Overcoming Common Challenges

I think we already said, in fact in the first four lines of this blog, that pivoting isn’t going to be easy and without any hurdles. Here are common challenges and how to address them:

Fear of Losing Your Audience: Christine Gritmon notes, “People overthink the impact of a pivot. Your audience often trusts you subconsciously.” Gradually introduce new content to ease the transition.

Reputation Risk: A 2016 Entrepreneur article states that 88% of executives see reputation as a top risk. Manage this by being transparent about your pivot.

Time Investment: Building a new brand takes months. A 2023 Oberlo article suggests consistent effort over 6-12 months to see results.

Final Words

Jumping from one business to another is no joke. It requires huge capital, resources, timing, external help, understanding, and whatnot, but the most important thing that it demands is the courage and intent to follow your path of pivot. Pivoting your personal brand is a journey of authenticity and strategy. Here we would like to quote Jack Appleby: “There’s no wrong answer because it’s your account.” By defining your purpose, auditing your brand, keeping valuable platforms, crafting a new statement, creating aligned content, and leveraging your network, you can pivot successfully. We discussed the six expert pieces of advice from people belonging to the industry of growth, marketing, and branding, and along with them, we also observed real-world examples like Michelle Phan, Malala Yousafzai, and Shama Hyder, who show that a thoughtful pivot can lead to greater influence and opportunities.

My last key takeaways for you with this blog will be to make a move, stay active, start small, stay consistent, and let your new brand evolve naturally. Your audience will follow if you stay true to your values and deliver value.

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