Brands should not be "set in stone" and then never revisited, questioned and tested. Brands should evolve to ensure they remain relevant and true to the purpose of the organisation and customers. As such there should be a continuous process of review to ensure messaging and and image remain in lockstep. If the two clash, it's definitely time to start working on those definitions and guidelines.

Find the common thread between your messaging and the company’s core values. Then, bridge the gap by blending your fresh perspective with the brand’s established identity. It’s about harmonizing innovation with consistency—evolving the story without losing the plot.

Quando a estratégia de mensagens da marca entra em conflito com sua imagem, é essencial identificar as discrepancias, envolver partes interessadas para obter feedback e realinhar a comunica??o. Ajuste os materiais de marketing, treine a equipe e garanta que a mensagem e a imagem da marca estejam em harmonia. O monitoramento contínuo é fundamental para manter esse alinhamento.

You brand image is how others perceive you, your brand messaging is what you say. Only one of these is under your control. Use your messaging to improve a devalued image, but it's not a fast process - and you can;t tell people what to think - just show them a brand they can enjoy and engage with - the image will improvee as a result.

Start with typography because it is the visual tone of voice for everything your brand says. Just changing the typeface to something that aligns with the brand voice can have massive alignment improvements. Bonus tip: a best practice many non-creatives are unaware of is that it's best if your logo font is the same font family you use for most of your written messaging. It's still okay to have a supporting font for occasional needs, but a quality typeface will have a wide variety of font styles so the brand can express itself thoroughly.