When you started your brand, it was based on something new. Something that hasn't been done or said or thought of before. For your brand to mature, you need to claim this space and own it.
I didn't like when KFC tried to change to KGC. Yeah, the world is moving -- slowly -- towards more healthy eating choices. But guess what? Plenty of people still want that damned friend chicken. They'll pay for it and eat it proudly. Is there a void in the market for grilled chicken? Maybe. But you already own fried chicken, which is harder to make (and even more of a bitch to clean up), and we love the taste of something that we damn well know isn't good for us. That's the pleasure of eating fried chicken! Why intentionally move away from that?
KFC slowly backed off the hard sell of KGC. They still offer grilled options, but that fried shit ain't going anywhere. Smart people at the KFC headquarters realized where the bread was buttered.
Your brand is the same way. What do you represent that no one else can represent as well as you do (can you constantly prove and reinforce this)? What makes you a one of one? What is exclusively yours -- I'm not talking about owning a patent, I mean what are you about that no one else can easily claim or copy? Can it be duplicated? No? That's your lane.
Own it and stay in that lane, setting your own speed limit and leaving tire marks in the road.
#WorkOnYourGame