By Adrian Fisher, founder and CEO of PropertySimple

Your personal brand embodies who you are, what you say and what you do. It determines how people perceive you and your business. Establishing a brand can be the key to success as it builds trust in you and your company.

At some point, you may need to refocus or pivot your brand. Perhaps you need to pivot because the technological landscape is changing, there are new developments in your field, or you simply found out your audience is craving a different type of content.

Video is both a crucial marketing element that can engage your client base and a great way to help refocus your brand. For business owners and entrepreneurs ready to make the shift, here are three tips on how video can help.

Decide on a new direction.

Entrepreneurs planning to pivot should first make a strategy. Don't suddenly start talking about a new topic because your current followers will get confused and you will alienate the audience you already have. It's important to organize how you will pivot.

Be proactive and keep your viewers updated. Educate your audience on what's to come, so your pivot does not come as a surprise, and engage your network on the shift. Engagement within your community can bring feedback, observations and questions to light before you transition your personal brand. If you have already established yourself as a trusted resource within the industry, you will have developed an active community on- and offline that will follow you to your next step. Your target audience can provide you with invaluable information for positioning your new brand.

Use video for the new launch.

As Facebook CEO Mark Zuckerberg shared last year, video is a megatrend. According to a 2017 report by Tubular, views of branded video content increased by 99 percent on YouTube and 258 percent on Facebook between 2016 and 2017. The report also revealed that a video on Twitter is six times more likely to be retweeted than a photo. 

Video is a wonderful way to announce and explain your pivot. You can easily create a two- to three-minute video on YouTube explaining the new change. Whether you are pivoting because you are in a new department, you just finished a boot camp or you want to talk about a new subject area, you can explain it through video.

There are several different types of videos you can create for your new launch. Whether you publish a professional video, an animated explainer video or a video of yourself speaking to viewers, be authentic. Your target audience will respond best to an open and honest entrepreneur.

Remember that video comes in many forms.

Social media video content has become necessary for entrepreneurs. Today, Instagram has 800 million monthly users, while Snapchat interacts with 178 million daily users. To pivot your personal brand with video, you must dedicate time and resources to social platforms beyond YouTube.

It can be difficult to hold people's attention, so be sure to keep your videos short and captivating. Each platform has its respective length requirements you must take into account. Keep in mind these video time requirements for social media:

• Instagram: Videos have a time limit of 60 seconds.

• Snapchat: Videos have a time limit of 10-second snippets.

• Facebook: Videos have a maximum time limit of 45 Minutes or 1.75 GB.

• LinkedIn: Videos have a 10-minute time limit.

• Twitter: Videos have a 140-second time limit (though select publishers can post longer videos).

• YouTube: Videos have no maximum length (but are most effective when under five minutes in length).

Take advantage of different networks' unique features. For example, Snapchat, Instagram and Facebook all offer "story" features, which are temporary videos that max out at 10-15 seconds. Stories are perfect tools to showcase behind-the-scenes action or offer exclusive content. In addition, platforms such as Facebook, Twitter and YouTube, allow you to pin videos or posts to your timeline or homepage. By pinning a video, you ensure it is the first thing your audience sees when they visit your profile.

While starting this new chapter, it's crucial to follow your analytics to see if your audience is receptive to the change as well as open your marketing strategy up to target a new audience. Video is one of the most powerful marketing tools today and is the best way to engage your audience. This tool will ensure your personal branding pivot is successful and authentic.

Adrian Fisher is founder and CEO of PropertySimple, a real estate technology company that helps real estate agents build a brand worth talking about

Published on: Aug 31, 2018
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.