Six Steps To A Refreshed Big Brand

In last month’s blog, "New Year, New Brand: The Power of a Refresh for Female Founders," we explored why a brand refresh may be the perfect catalyst for taking your six-figure business to seven figures and beyond. In that blog, we broke down the differences between a complete rebrand and a strategic refresh, as well as the impact small but intentional changes can have on your revenue and growth.

Today, we are pulling back the curtain and taking a deeper dive into the process of a brand refresh. Whether you’re looking to modernize your visual identity, refine your messaging, or better align your brand with your values and audience, these six steps will get you started on the path toward a refreshed, unstoppable BIG brand.

A Step-by-Step Guide to an Unstoppable Refresh

Step 1: Evaluate Your Current Brand

Before making changes, it’s crucial to understand where your brand currently stands. Is it drifting aimlessly in open waters or perhaps it’s been moving in the wrong direction completely. To start the process of a brand refresh, you will want to assess the strengths and weaknesses of your existing brand identity.

To do this, ask yourself AND trusted voices:

• What currently resonates with your audience?

• Which elements of your brand feel outdated or inconsistent?

• What does your current brand communicate or tell your audience about your values and mission?

  
  

To gather feedback, we recommend leaning into the feedback of trusted customers, team members, and peers. Their perspectives can help you identify areas for improvement and uncover hidden opportunities.

Step 2: Define Your Objectives

A successful brand refresh starts with clear, defined goals. Before any changes can be made, you need to determine what you want to achieve through the refresh process.

Common objectives include:

• Attracting a new audience

• Enhancing customer loyalty

• Increasing sales

• Reflecting business growth or shifts in values

Having well-defined objectives ensures that every decision you make during the refresh aligns with your ultimate vision.

Step 3: Update Your Visual Identity

While your brand is NOT just your logo, typography and color palette, it is an important component of it. Your visual identity is the first impression your brand makes. During your brand refresh, you may want to consider modernizing elements like:

• Logo: Simplify or refine your design to reflect your brand’s evolution.

• Color Palette: Choose colors that evoke the right emotions and align with your brand’s personality.

• Typography: Update your fonts to ensure readability and a modern aesthetic.

  
  

These updates should maintain a sense of continuity while giving your brand a fresh, relevant feel.

Step 4: Refine Your Messaging

What you have to say is a big part of what helps you stand out in a sea of sameness. Developing and refreshing your brand voice and message is just as important as updating your visuals.

A refresh gives you the opportunity to:

• Clarify your unique value proposition.

• Ensure your messaging resonates with your target audience.

• Craft a consistent and emotionally compelling brand story.

Taking the time to refine your messaging ensures your audience connects with your brand on a deeper level, building trust and loyalty. Clear, authentic communication is the key to making your refreshed brand memorable and impactful.

Step 5: Enhance the Customer Experience

Your brand refresh should extend to every customer touchpoint, from your website to social media channels. Your brand refresh is a time to gain insight into what your customers experience when first choosing to work with you. This means evaluating the entire customer journey to ensure at every turn your brand reflects:

• Your values, purpose and mission

• A seamless, user friendly and enjoyable experience

• Consistency across all platforms

By taking a comprehensive approach to your refresh, you can create a cohesive and impactful brand presence that leaves a lasting impression on your audience.

Step 6: Communicate the Refresh

Once your brand refresh is complete, it’s time to share it with the world in a way that creates excitement and builds stronger connections with your audience. A thoughtful rollout ensures your hard work gets the attention it deserves.

Create a plan to:

• Announce the changes through a launch campaign

• Share the story behind your refresh

• Highlight the benefits for your customers

By communicating your refresh effectively and with intention, you’ll strengthen relationships with your audience, build anticipation for what’s next, and ensure your brand refresh leaves a lasting impact.

Chart Your Brand’s Future Course

A brand refresh is an opportunity to look ahead and plan for long-term success. Consider creating a course that includes:

A Content Strategy to Keep Your Messaging Consistent and Engaging: 

Develop a clear plan for sharing content that aligns with your refreshed brand values and goals. This strategy ensures that your audience consistently hears a cohesive and compelling message, keeping them engaged and connected to your brand.

Quarterly Reviews to Ensure Your Brand Remains Aligned with Your Goals: 

Schedule regular check-ins to assess your brand's performance and make adjustments as needed. These reviews allow you to stay agile, ensuring your brand continues to reflect your evolving vision and the needs of your audience.

Future Updates to Evolve Alongside Market Trends and Customer Needs: 

Stay proactive by monitoring industry trends and customer feedback. Use this insight to introduce incremental updates that keep your brand relevant and ahead of the curve without requiring another major overhaul.

This proactive approach ensures your refreshed brand remains impactful and relevant, helping you stay ahead in your industry.

Feeling Fresh in 2025

Refreshing your brand doesn’t mean starting over; it’s about amplifying what works and addressing what doesn’t. With a clear strategy and the right support, you can create a refreshed brand that drives impact, growth, and revenue.

If you’re ready to take the next step, I’m here to help. Whether you need a done-for-you brand strategy, a mastermind experience to craft your refresh together, or a fractional Chief Brand Officer to guide your evolution, I have the expertise to meet you where you are and help you achieve unstoppable success.

Let’s make 2025 your breakthrough year. Schedule a complimentary Strategic Brand Vision Call today and take the first step toward your refreshed big brand.