This week, I'd like to take you behind the scenes of my recent brand refresh, which resulted in a brand new website and an updated podcast.

This episode is a continuation from last week where I talked about knowing when it's time for a brand refresh and signs that might indicate it’s time you refreshed yours as well.

Now, I’m sharing my process (the same process I use with clients) and some of my top tips!

Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:

The simplified process, I use and guide my clients through to make updating their existing brand so much easier.
The crucial role brand messaging plays in the success of your website.
The importance of having a trusted person in your corner for feedback, and why I don’t recommend asking just anyone!

**I’ve included the main points below, but encourage you to dive into the full episode via audio or video!

For the full content, and all the insider tips, listen to Episode 107 now.

LISTEN ON SPOTIFY | LISTEN ON APPLE PODCASTS | LISTEN ON YOUTUBE

The Brand Refresh Process

The process I use for revamping my brand is the same one I teach my clients. The duration of the process depends on how developed your brand already is, but following this simplified framework will save you so much time. For recent goal was to execute the brand refresh within two weeks, which I’m pretty proud I was able to stick to.

I cannot overemphasize the importance of setting some sort of timeline for a brand refresh process. The longer it takes, the more you divert yourself from other business activities, especially those that generate revenue.

1. Map It Out

The initial step is to map it out. Determine the pages you'll have on your website and the key elements you want to include. This is also a great time to determine your overall vibe, aesthetic, and feelings you want to portray with your new brand refresh.

2. Seek Design Inspiration

The next step after mapping it out is to seek design inspiration. This is where tools like Pinterest come in handy. Remember, the goal isn’t to replicate another brand but to find elements that inspire you and make them your own. I like to piece together various templates to get started, but as you’re looking if you find a template you love, that’s an excellent place to start.

3. Verify Your Messaging

Before you go ahead and start designing your website, start with your messaging. A beautifully designed website amounts to nothing if the messaging isn't on point. Jot down the core messages you want to communicate, and then use that to write out each of your website pages.

PRO TIP: Create a Google Folder for your website refresh, and then individual pages for your Home, About, Services/Sales Page, Blog, etc…

Looking for some inspiration? Here are some bonus resources:

4. Gather Design Materials

Next, gather the design materials you'll need, the main of which would likely be brand photos. Always ensure the images you select complement your brand and the vibe you want to get across to your audience.

Check out this recent episode I did on the brand photoshoot that prepped me for my brand refresh.

5. Laying It Out

The next part of the process is to start creating the design layout. During this process, you’re in the nitty-gritty of laying out your website on your platform. I use Squarespace and highly recommend them. By this point, you should have 80% of the pieces laid out and will just need to add them from your Google Docs to the site, as well as customize any font changes or brand colors you may be changing.

6. Revisions

Revising, or revisiting, can take a few days. I suggest building a page and then setting it aside. Refresh and come back to it. I recommend doing this several times, sleeping on it each time and looking at it with fresh eyes. We’ll talk about getting an outside perspective a little later, but this is a great time to do it!

Behind the Scenes: Tips for A Successful Brand Refresh

TIP #1: GATHER INSPIRATION WITH BLINDERS ON

While the goal is to gather inspiration in the second step of the process, you have to make sure you don’t get consumed with what others have previously created. Always remember, what you’ve identified as your main values, and overall vibe for your brand and hold to that. I like to set a limit for myself for how long I’ll stay in this stage. I typically only give myself one day, or 2-3 hours before I move on.

The goal is not to mimic what others are doing, but to give you a really great idea of what you like, and dislike, and where you want to get started.

TIP #2: DON’T SKIP THE BRAND MESSAGING

Your brand messaging is crucial. Therefore, before you start designing please solidify your brand messaging. What you say and how you say it should rely on your authentic voice, and your ideal customer’s profile. Speaking of your ideal customer, make sure before you start writing, to check in on your existing profile. Is your ideal customer changing? Is it shifting in some ways to reflect your new brand direction?

Looking for some of my tips? Watch this Ideal Customer training video here.

TIP #3: DEFINE YOUR VIBE

Take time out to determine what the overall feel of your brand would be before looking for inspiration. Recognizing your brand's vibe will help keep you on the path throughout the refresh process. For this refresh, I knew I wanted to design to be simple and minimalistic. I also knew I wanted the copy to stand front and center, and offer some dynamic elements with the text. What are you looking for with your brand refresh and how do you want people to feel?

TIP #4: SET DEADLINES

Do yourself a favor and set a deadline for your brand refresh launch. You don’t want this process to take forever, and it really doesn’t have to. I find that choosing a date 2-3 weeks out is enough time to get the pieces in place. I also encourage you to break the process down into tasks, and set deadlines for those as well. When will you complete your Home Page? When will you have your About Page done? Etc…

TIP #5: PULL FROM THE PAST

If you're going through a refresh, it's likely that there have been past content or copy that resonated well with your audience and you enjoyed. It’s also likely that some of the topics you experimented with in the past are relevant for your new brand direction. I love pulling these pieces, and studying them to see what I still love. You also don’t have to reinvent the wheel with every page you create. If you already have an About Me page go through and audit it as a starting point.

This was such a fun process for me to dive deep into past content I had around brand storytelling and discover how I could repurpose and refresh it!

TIP #6: A WORD TO THE WISE ABOUT FEEBDACK

Don’t just hand your baby over to anyone to provide feedback! I know it can feel tempting to ask your best friend, or mom to review your website and provide notes. However, it’s important that the person offering feedback is either your ideal customer or knows your brand and ideal customer really well.

This can make all the difference in how you proceed with your brand. I’ve received advice before that had me second guessing some of my decisions, when in reality the feedback I was getting wasn’t relevant to my brand.

This is also an opportunity to work with a coach, through the brand refresh and have them provide feedback prior to launching. Learn more about how I work with my clients here.

CONCLUSION

Brand refreshes are essential parts of brand development and growth. You’re going to go through a lot of changes throughout your time as a business owner, and it’s only natural you’ll want your brand change over time.

My biggest piece of advice is to trust yourself throughout the process. Really take the time to understand your ideal customer (revisit if things are shifting) and focus on your messaging.

This will ground you as you refresh your existing brand and step into your new chapter!

Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.

P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.

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