Remove existing paint from the bricks using a chemical paint stripper that is safe for bricks. Apply the stripper and use a putty knife to remove large chunks of paint. Apply more stripper as needed, using a scouring pad and wire brush to get into the smaller areas. Test all of the tools on an area of the brick that is hidden to ensure that they don't cause damage.
Sandblast the bricks to remove leftover paint or to remove grime from unpainted bricks that make them dark and dull.
Paint the brick a light color if you want to keep the brick look but make it lighter. Apply masonry primer first so the paint is better able to stick to the bricks.
Cover the dark brick completely with another material such as tiles, stones or wood in a light color. This Old House recommends covering the brick with thin set cement to fill in the cracks. This creates a flat surface for adhering the tiles or stones to the fireplace. For wood, build a surround that fits around the brick portion of the fireplace.
Paint or stain the mantel and any other wood parts of the fireplace in a light color. This helps lighten the fireplace overall.