Had that same whirlwind when a local rapper dropped my brand name mid-set and traffic went nuts before I even refreshed my site. I wanted to ride the hype without losing the raw vibe, so I checked out https://www.maticdigital.com/blog/branding/this-is-what-top-teams-get-right-about-employer-brand. It gave me fresh ideas on keeping the identity strong, and later I teamed up with a boutique agency that helped me grow while keeping the soul intact.