The explosion of blooms in Fellows Gardens at Mill Creek MetroParks is a sure sign that summer is near.
By Kelli Hulea
As we slide into the sunny stretch of the year, we see more energy and life in everything and everyone around us. So why not give your brand the same kind of wellness boost?
Mid-year is a natural checkpoint – what’s working, what’s lagging and how can you show up stronger for your audience? A messaging refresh doesn’t mean throwing everything out. It’s about tuning your tone, refining your storytelling and re-engaging with the people you serve – consistently and creatively across all marketing channels.
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Here are three tips to help reignite your brand in the coming months and bring fresh energy to your communications – from your website and newsletter to your social feeds.
1. Revisit Your Core Message and Make It Summer-Relevant
Your brand’s “why” doesn’t change, but how you talk about it should evolve with the season.
Start by looking at your summer calendar. Do you have promotions, events, seasonal services, important deadlines or timely industry advice? Build your messaging and a content calendar around those, then update how you talk about them across all touchpoints:
- Social Media: Example for a Nonprofit
If your nonprofit is hosting a summer golf fundraiser, go beyond promotional posts. Create a short video series introducing individuals or communities that will benefit from the funds. Use captions that drive emotion and personal connection: “More than a round of golf … this summer, you’re driving real change. Let us introduce you to…”
- Website: Example for a Medical Provider
Update your homepage feature image and headline to highlight summer health initiatives: “Stay Active, Stay Safe: Summer Wellness Starts Here.”
Feature blog content like “5 Ways to Beat the Heat While Boosting Heart Health.”
Take it a step further by sharing a list of community events that promote different health initiatives, such as fundraiser walks/runs, health workshops, etc.
- Newsletter: Example for a Law Firm
A law firm could send a newsletter with legal tips, checklists and insight through blog posts and graphics on seasonal topics, such as: travel liability tips, estate planning before vacations, employers’ legal compliance for summer interns, navigating child custody issues over summer break, etc.
Your goal? Align messaging with seasonal themes and events by focusing on meaningful engagement.
2. Refresh Your Tone to Match the Season’s Energy
Tone is the personality behind your words and summer is the perfect time to warm things up. Even the most traditional organizations can soften their tone while maintaining credibility.
- Social Media (Example: Law Firm)
Shift from formal legalese to approachable, helpful messaging. For instance, a video or carousel titled “Legal FAQs: Summer Edition” might answer common client questions with a friendly tone and visuals of attorneys in business-casual attire at outdoor community events.
- Website (Example: Nonprofit)
Rewrite your “About Us” intro paragraph with a more upbeat tone:
“This summer, we’re not just making change – we’re creating brighter futures, one program at a time.”
- Newsletter (Example: Medical Provider)
Focus on wellness-focused themes for blog posts or featured content, such as:
“Dr. Smith’s Summer Picks: Favorite Healthy Snacks for Traveling.”
It humanizes your brand while staying informative.
Adjusting your tone doesn’t mean losing professionalism – it means sounding more like the version of your brand people want to engage with when the sun’s out.
3. Bring Visuals and Language into Alignment
Messaging isn’t just about what you say, it’s the entire experience, including how it looks. Summer is vibrant. Your visuals should reflect that energy and optimism.
- Website
Swap out stale stock images for bright, people-first photos. Update your call-to-action buttons with lighter colors that still match your brand’s color, but gives more of a brighter boost.
- Social Media and Newsletter
Use seasonal templates and icons (sun, waves, sunglasses) to tie your posts together visually. Try running Instagram or Facebook stories featuring client tips or community Q&As in fun, colorful formats. When your visuals and language are in sync, your brand feels more intentional, polished and approachable.
Summer Refresh: More Than a Makeover
Think of your summer messaging makeover as a reset – not a rebrand. It’s a chance to bring energy, relatability and relevance to the forefront of your communications. Whether you’re guiding patients, supporting a cause, or advocating for clients, a seasonal refresh helps your audience see – and feel – your value in new ways.
Ready to reignite your brand this summer? We can help you spread that energy across your website, social media calendar, newsletter campaigns, media outreach and more.
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Kelli Hulea, project director at Pecchia Communications, likes to brighten up communications strategy and messaging for clients, no matter the season. Reach her at kelli@pecchiacomm.com.
