This is so very true, yet so difficult for many businesses to do — still. It’s not that it’s unknown to them, but it is, as you point out, demanding of hard work to delve into inner awareness (personally and organizationally) and outer mechanics (e.g. processes) and ethics (e.g. customer focus). Yes, meticulousness.
I am about a week short of launching my own rebrand and it is this process that I had to go through. Not easy, but greatly rewarding.