Before proceeding with the reassessment of corporate image of your brand should:

• Do extensive research on the brand

What kind of brand do you want to be? What perception do you want people to have of your brand? And how can that be relevant to the brand you have been so far?

Take a good look at your competitors and how they present themselves to the public. How can you differentiate yourself from the competition? What mistakes are made that can be corrected by your brand in the future?

What is your mission and how can it help your customers? What are your values?

Finally, what is your vision for the future? Where do you see your company in 5 years' time?

• Identify your audiences and establish Buyer Personas

Use existing customer data to better understand the target audience. If you have recorded information about your customers through a customer relationship management platform, you can collect data on interests, trends, buying behaviors and needs.
Developing Buyer Personas is a great way to better understand the different types of customers looking for your products. Basically, a fictitious representation of different customer typologies is created.

• Establish brand guides to better manage the communication developed

Visual identity: logo, colors, fonts, format and size of the lettering.

Message tone: Should it be formal? Casual? Informative?

Editorial guidelines: Establish writing standards to ensure consistency in content.