When you change your product offering dramatically or move from 1 market to another, you've likely pivoted.

The rest (rebranding, new mission statement, etc) are often just by-products of a pivot, designed to help customers (and employees) better understand the strategic shift more tangibly.

I wrote a post "How to Pivot" that includes key learnings from my company's experience working with hundreds of pivoting SMB's.

Check it out here:
How to Pivot Your Startup