What Actually Is Included in a Rebrand? (And Why It's More Than Just a New Logo)
Let’s clear something up right away: a rebrand isn’t just slapping a fresh coat of paint on your business and calling it a day.
A real rebrand? It’s foundational. It’s about going deep—not just into fonts and colors (though, yes, we love a good font moment)—but into who your business actually is and how you want to be seen. If you’ve ever felt like your brand doesn’t reflect how good you are at what you do, or your visuals are still stuck in 2017… this one’s for you.
Here’s what’s really included in a rebrand (at least the way we do it at Lyon Creatives):
Clarity Before Colors
Before we open Adobe Illustrator or start naming your color palette (which will be gorgeous, don’t worry), we go inward. What are your goals? What’s working? What isn’t? Who are you trying to attract now—not when you first launched?
This is the strategy phase, and it’s non-negotiable. Without it, you’re just designing pretty things with no purpose.
We dig into:
Your vision, mission, and values (the real ones, not the ones you think you should say)
Your ideal clients—who they are, how they think, what they need to see to say “Yes”
The current brand gaps (spoiler: they’re often more emotional than visual)
Your industry landscape—and how we can set you apart
Your Visual Identity, Reimagined
Yes, this is where your logo comes in. But also your color palette, fonts, image direction, and brand vibe. This isn’t about “pretty.” It’s about consistency, recognition, and making you look like the pro you are.
Depending on your package, this could include:
A new logo suite (main logo, submark, favicon, the works)
Color palette with usage guide (and, no, it’s not just “pick your favorite colors”)
Typography pairings that are actually easy to use
Moodboard + direction that ties it all together visually
Guidelines so you know how to actually use what we just built
Because a brand that only lives in a PDF is a missed opportunity.
Messaging That Feels Like You
This is where we shift from “We’re passionate about serving everyone!” to “Here’s what we do, who we do it for, and why it matters.”
Whether you need full brand messaging or just a refresh, we focus on:
Your brand voice (fun and approachable? bold and expert?—let’s nail it)
Website copy essentials like taglines, about blurb, service intros
Messaging hierarchy so people actually get it when they land on your site
You should be able to confidently say what you do, without sounding like everyone else.
Assets to Launch with Confidence
A rebrand should end with you feeling excited to show up—not overwhelmed with 87 files you don’t know how to use. We always include branded templates, graphics, or web updates that help you hit publish with ease.
Some things we might create:
Social media graphics or Canva templates
Business cards, letterhead, or other marketing materials
Brand-aligned presentation or pitch deck design
A fresh, clean, on-brand website
You don’t need everything, but you do need the right tools to show up consistently and confidently.
Support & Strategy After the Handoff
Because the worst feeling is getting your shiny new brand and then thinking… “Now what?”
That’s why every rebrand I do includes:
A launch checklist so you know what to do and when
Brand usage tips (in non-designer speak)
Ongoing support options if you want help maintaining that polished presence
A rebrand isn’t a facelift. It’s a realignment.
It’s about building a brand that finally feels like you, speaks to the clients you actually want, and helps you grow with clarity, confidence, and a visual identity you’re proud of.
So if you’re tired of cringing every time someone asks for your website or you feel like your business has outgrown your visuals, it might be time.
Not for a logo. But for a brand that actually works.
Want to chat about what a rebrand could look like for your business?
At Lyon Creatives, I work with service-based businesses and B2B professionals to turn their expertise into a polished, strategic brand that builds trust and drives results. Every element—from your logo to your website—is designed with intention and backed by a clear brand strategy.
I also collaborate with coaches, consultants, and creative partners who support my clients in showing up consistently, confidently, and professionally at every stage of their growth.
