Preparing for a brand refresh: part 3

Okay, you've done a LOT of heavy lifting. Analyzed the current product environment. Looked at your competitors and what potential spaces you can expand into. Talked to your existing customers and got the vibe of stakeholders internally to make sure you can get everyone on the same page. Looked at your internal data.

You can see the areas of alignment. This is what it's all about. Finding the authentic core of your business and then being able to share that with the world through your unique lens.

We're in the final stages of bringing everything together...

Here's what's next.

Communication and Messaging Audit

Once you know what you want to say about your brand and how you want to say it, make sure you're saying it in the right places to enhance the customer experience. Conduct an audit of all your customer touchpoints and refine as needed. Don't forget automated texts and emails...and use this time to simplify as much as possible. Cut the dead weight. Remember your customers are bombarded constantly with messages from brands. Make sure yours are relevant, timely, and personal. If they aren't? Question whether they're needed at all.

Tie It Up In a Bow

A successful brand refresh should feel both authentic and innovative. Ensure that:

• Your new identity remains true to your brand values.

• Target demographics connect with the refresh.

• Pros and cons of each strategy are documented and final choices are agreed to by all stakeholders. 

• Multiple implementation approaches (low, medium, and high effort) are considered.

• Content strategy is refined with new brand pillars and that messaging takes into consideration where the customer is in their purchasing journey.

• Updated brand guidelines ensure consistency across channels.

  
  

Double Check: Should This Be a Full Rebrand or a Refresh?

Not all businesses need a complete rebrand—sometimes, a strategic refresh is enough to create a significant impact. Consider whether you need a:

• Visual Refresh

  • logo updates, color simplifications, typography enhancements, updated imagery look and feel

• Messaging and Positioning Shift 

  • brand story refinement, new taglines, refreshed content pillars, message strategy

• Full Brand Overhaul 

  • if your company is shifting in a new direction entirely (be careful with this one...this should include an overhaul of product offerings, brand look and feel, AND strategy)

    
    

Next Steps: Let’s Talk Strategy

A brand refresh is an opportunity to energize your business, attract new customers, and create lasting impact. Orange Aura specializes in helping brands navigate this process with data-driven insights, fresh creativity, and strategies that drive real results. I'd love to hear what you're planning to see how I can support you through the process.