5 steps to refresh your core message without a full rebrand

The partners at a small-town law firm had just finished a rebrand. A new sign gleamed on Main Street, the website had been redesigned, and glossy brochures carried a polished tagline built on alliteration: “Excellence. Experience. Results.”

But when a neighbor stopped by, she hesitated. “Do you help with estate planning, or is this mostly criminal law?”

That was the problem. The rebrand had polished the image, but it hadn’t clarified the firm’s focus: guiding families through wills and real estate.

As Donald Miller, author of “Building a StoryBrand 2.0: Clarify Your Message So Customers Will Listen,” reminds leaders: “If you confuse, you’ll lose.”

A 2023 Gartner Brand Leaders Survey found that 59% of executives in B2B companies, and 58% in B2C or hybrid firms, report gaps in understanding their organization’s brand strategy. When leadership can’t articulate the brand, customers can’t either. A fresh logo or tagline won’t solve a message that’s unclear at its core.

Five adjustments can make the difference.

1. Test your message internally

Begin inside your own walls. Ask five people on your team to describe what the company does. Five different answers mean your message isn’t clear.

Clarity starts with consistency. When your own people can’t explain it the same way, customers won’t either.

2. Make the customer the hero

Most businesses position themselves as the star. Customers, though, are looking for someone to solve their problem.

Miller explains it this way: “Your customer should be the hero of the story, not your brand.”

For the law firm, that means dropping abstract taglines and saying clearly: “We help families protect their assets and pass them on with peace of mind.” That line makes the client’s problem and outcome unmistakable.

3. Define what’s at stake

A strong message explains what’s at risk if people don’t act, and what improves if they do.

Behavioral science backs this up: research shows people are more likely to make decisions when they understand both the potential loss and the potential gain. In marketing, that means showing the cost of inaction as well as the benefit of taking the next step.

An estate attorney might say, “Without a will, your family could face costly disputes. With a plan in place, you can protect them and give them peace of mind.” The contrast makes the stakes clear without exaggeration.

4. Outline a simple plan

People hesitate when things feel complicated. Clear steps build trust.

In StoryBrand, that plan is often three steps. For example: 1. Schedule a consultation, 2. Get your customized legal plan, 3. Protect your family’s future.

Miller notes: “The more simple and predictable the communication, the easier it is for the brain to digest.”

5. Sharpen your calls to action

A strong message still needs a clear next step. Too many firms rely on vague prompts like “learn more.”

One local HVAC company swapped its “click here” button for “schedule your repair today” and saw calls increase within weeks. The difference wasn’t design — it was clarity.

Stronger options include: “book a consultation,” “start your plan,” or “protect your family today.” When people know exactly what to do, they’re more likely to take action.

Keep in mind 

Refreshing your message doesn’t require a complete rebrand. By clarifying your story, putting the customer first and showing a simple path forward, businesses create messaging people can repeat and act on.

Donald Miller’s updated book, StoryBrand 2.0, expands on the framework with new strategies for today’s competitive landscape.

For the law firm on Main Street, the real win won’t come from glossy brochures. It will come the day no neighbor has to ask, “What do you do?”

Patricia Rivera is a StoryBrand Certified Guide and the founder of Hook PR & Marketing, a marketing agency that helps purpose-driven organizations clarify their message and connect more meaningfully with the people they serve. Visit hookpr.com.