Rebranding • Messaging
Rebrand Messaging Plan (Before/After Examples)
A rebrand fails when the messaging feels random. Use this plan to update positioning and voice in a consistent, roll-out-friendly way.
The messaging stack
Stack
- Positioning: who you serve + what outcome you deliver
- Value proposition: why you vs alternatives
- Messaging pillars: 3–5 core themes you repeat everywhere
- Voice and tone: how you sound (consistent personality)
Before/after examples
Before (vague)
We provide high-quality services and great customer support.
After (clear)
We help busy homeowners in Austin get same-day HVAC repairs—so your home is comfortable again fast.
Before (feature soup)
We offer scheduling, invoicing, and analytics for businesses.
After (outcome + audience)
We help solo consultants get paid faster with simple proposals, automated invoices, and clear client dashboards.
Rollout steps (practical)
Steps
- Write the new “one sentence” positioning statement (internal).
- Update the website homepage headline + CTA first.
- Update social bios and pinned content next.
- Update email templates and sales deck last (after the system is stable).
- Create a short “words to use / avoid” list for consistency.
Common mistakes
Changing voice without changing clarity
Fix: Clarity beats “cool tone.” Make sure people understand what you do.
Updating copy everywhere at once
Fix: Update highest-impact touchpoints first (homepage, offer pages, bios).
Inventing new claims without proof
Fix: Match messaging to real strengths and proof (reviews, results).