As times change, so, too, must companies—and their branding. Indeed, the evolution of a company’s brand is often a good sign: It can mean that the business is growing, adding services or updating to stay relevant with an expanded customer base. A rebranding doesn’t have to mean a major overhaul. Sometimes a color palette refresh or a new content voice can make a big difference in how a brand is perceived.

So what are some of the simplest ways a business can refresh its brand—and what are important considerations to cover first?

11. Act More Human

Focus on the authentic voice and tone of your brand, company and product. Lose the promotional “push” sales messages and start communicating in an authentic, human way, interacting with customers consistently through that voice on your social channels, blog content and in person. – Katie Schibler Conn, KSA Marketing + Partnerships