What do you do if your brand identity is weak and inconsistent?

In a recent client project for a financial brand, we took on the task to audit their brand identity across touchpoints. To their surprise, there were 6 different versions of just the logo being used. Just the audit itself served as a huge factor in getting the team to understand and focus on consistent brand identity. Works beautifully as the first step!

I think it's always a good idea to get an outside perspective as well. It's hard to make an objective observation when you're too close to the brand every day. Ask current clients, partners, collaborators, staff, and potential clients to tell you what they think of your brand by asking focused questions. I'd ensure you're getting feedback on what they see as your brand differentiator, clear messaging, and consistency across platforms.

Auditing your brand is like giving it a check-up. You need to know where you stand before you can improve. Here's what I always suggest: Do it when you sense something's off or before launching a big campaign. Get a fresh perspective (from a branding expert or a consultant). They'll spot what you might miss like a mechanic diagnosing a car issue.

Your Brand Strategy is failing? Ask yourself- WHY? 1. Comprehensive Evaluation: Conduct a thorough brand audit to identify inconsistencies in messaging, visual identity, and overall brand experience. 2. Diagnose Gaps: Understand the root causes of weak identity by analyzing the audit findings and pinpointing areas that need improvement. 3. Foundation for Treatment: Use the audit results as a foundation to address weaknesses and initiate corrective actions effectively.

First of all, if the budget allows, brand reviews (audits) should be done regularly (quarterly or every 6 or 12 months, depending on the industry and brand maturity). In my experience, having consistent data and reviewing them regularly, was extremely helpful in identifying any issues in the brand attributes, and in any stage of the brand funnel. If your brand is weak and inconsistent, it is usually an issue of brand awareness and/or consideration, therefore top of the funnel. If data shows, that customers are not able to recognize your brand, it is usually a clear sign it needs to be redesigned.

I'd also be sure to stay away from throw-away values that aren't really doing anything to build trust and connection. If I can copy and paste your values to your nearest competitor, they're not specific enough to you.

Values should resonate with your target audience and reflect the unique proposition of your brand. They will serve as a guiding star for all your brand activities and decisions.

If your brand identity is weak and inconsistent, start by defining your brand's core values, mission, and target audience. Then, create brand guidelines that outline consistent messaging, visual elements, and tone of voice. Implement these guidelines across all touchpoints, including your website, social media, marketing materials, and customer interactions. Consistency is key to building a strong and recognizable brand identity.

after you find the gap you have to understand how to fix it correctly otherwise there will be another gap within two working days define your value, audience, principle, golden rules, and everything that impact your business

Establish clear brand values like setting sail with a compass - define what your brand stands for and the principles it upholds. It's like charting a course; anchor your brand identity in values that guide every decision and action.

Are you able to identify your brand if you remove your logo from the content you are creating? If yes, your Visual Identity is hitting the target. Of course, not all brands have the capacity or strong uniqueness to do this, but your Visual Identity should be consistent. You should (and must) have a link through all your visual communication elements, and unconsciously, your audience will associate your shapes, colors, textures, and typography with your Brand.

Do you know why you find McDonald's wherever you go? because it's the same color, same name, same logo, same food all you have to do is to spin your head around and boom! you're not hungry anymore it's the same with business your audience should easily find you across all of the platforms you are on If you still want to design different designs for different platforms to LOOK COOL take a look at McDonald's, KFC, Burger King, Starbucks, etc

Ensure visual consistency like a fashionista coordinating outfits - maintain uniformity in design elements such as logos, colors, and typography across all brand touchpoints. Think of it as curating a cohesive wardrobe; create a visual identity that leaves a lasting impression.

Brand shall align! 1. Uniformity: Ensure consistency in visual elements such as logo, color scheme, typography, and imagery across all brand materials and platforms. 2. Recognition and Trust: Build recognition and trust among your audience by presenting a cohesive visual identity that reflects your brand's essence consistently.

Maintaining visual consistency is essential for a strong brand identity. It's important to ensure that your logo, color palette, typography, and imagery remain consistent across all platforms. While each piece doesn't need to be identical, there should be a common thread that ties them together. Consistency in visuals fosters recognition and confidence among your audience, enhancing the perception of your brand as reliable and professional.

if your voice is rude! it should stay rude on every platform you are using don't change it because you are on Linkedin and it's a professional business place (Don't be rude, I just want to convey how important is consistency) when I go to Starbucks in Canada, the cashier talks to me very kind and playful what happens if the cashier in the US talks to me so seriously? I will be shocked! Am I in the same place? I'm sure this has happened to you before see? The way you engage and convey your message is as important as the visuals because I want to convey the same feelings no matter if it's voice, visual, etc

Communicate with a clear brand voice like a smooth-talking radio host - develop a distinct tone and style for your brand's messaging. It's like finding your voice; speak with authenticity and personality to resonate with your audience.

Your brand's voice should be distinct and clear, aligning with your core values and resonating with your audience. Whether it's playful, professional, or passionate, it should be consistent in all forms of communication.

Target audience: Define your target audience and tailor your brand voice accordingly. What tone and personality do you want to convey? Is it professional and authoritative, friendly and approachable, or something else entirely? Messaging guidelines: Develop messaging guidelines to ensure your brand voice is consistent across all communication channels, from marketing materials to customer service interactions.

By engaging with your audience and adapting your strategy, you can revitalize your brand identity and realign it with your core values and audience preferences. > Listen and Learn from Your Audience > Identify and Address Gaps > Evolve and Adapt

Audience Engagement for Brand Evolution: Building Identity Resonance Approach 1. Interactive Feedback Channels 2. Dynamic Strategy Refinement 3. Responsive Evolution In my view, strengthening brand identity hinges on proactive audience engagement & responsive evolution. By actively seeking & leveraging audience feedback, brands can refine their strategies, adapt to changing needs & maintain relevance while staying rooted in core values. Embracing a dynamic approach to brand evolution ensures that identities remain authentic, resonant & aligned with audience expectations fostering enduring brand loyalty & connection.

have you seen that video when a college student buys a Porsche in the middle of the class? the Porsche Instagram account commented on it and you think you have to stay silent to look COOL? if so, you are not a person to start a business when you engage with your audience they feel comfortable, safe, happy, being noticed! and that makes them trust your brand rather than other brands it's not just about replying to people who comment on your posts you got get in front of them find your ideal audience, comment, like, engage, message BE PORSCHE!

Brands are living entities that interact with ever-changing markets and consumer preferences. Listening to your audience and being flexible enough to adapt is crucial.

Customer feedback: Continuously gather customer feedback and track brand sentiment to identify areas for improvement. Be receptive to adapting your brand identity over time to remain relevant and resonate with your evolving audience. Embrace change: The market and customer preferences can change. Be prepared to refresh your brand identity periodically while staying true to your core values.

Consider planning regular team trainings, especially for your go-to-market departments (marketing, sales, customer success). Host interactive sessions every six months to keep everyone up-to-date and engaged with your brand evolution. This will help new team members onboard better and offer the rest of the team a good refresh.

Focus on areas where your brand feels weak or inconsistent. This could be your logo, messaging, or how you interact on social media. Make changes where your audience is most likely to notice, like your website or social media profiles. And do it with purpose, ensuring each change aligns with your brand's values and goals. Think of it like renovating a house: update the rooms that need it most, but keep the overall style cohesive.

Always consider the broader impacts of your branding efforts. How do they affect your customer experience, employee engagement, and overall market position? Keep iterating and improving, because a great brand is always evolving.

T?o vivas quanto as pessoas que as lideram, s?o as marcas. Naturalmente, elas sofrem altera??es ao longo do tempo, se adaptando a diversos fatores, entre eles, zeitgeist, tendencias, cren?as e valores de seus líderes, mudan?as estratégicas da empresa e etc. N?o engesse sua marca, ela precisa mudar na mesma velocidade em que sua organiza??o muda.

Make sure to carry out the required adjustments across all aspects of your brand. This could mean refreshing your logo, making your website user-friendly, educating your team on brand communication, or refining your marketing approach. It's important to introduce these changes in a unified manner to prevent any additional confusion. By promptly addressing any discrepancies, you showcase your dedication to maintaining your brand's integrity, ultimately enhancing its recognition among your audience.

Strengthening your brand identity involves clarifying your brand's values, mission, and voice, then ensuring consistency across all touchpoints, from your logo and visuals to your messaging and customer interactions. Start by conducting a brand audit to identify areas of inconsistency and develop brand guidelines to guide future communications.

Identify the inconsistency. Inconsistency is the reason the brand is weak. Research. Education. Implementation of change. Monitoring. Control.

Align your brand identity with your target audience like a matchmaker pairing soulmates - understand your audience's preferences, values, and aspirations. Think of it as finding your tribe; tailor your brand identity to attract and connect with the right crowd.

I simply tell businesses with brand identity issues to do what they tell and tell what they do. Beyond the brand messaging, and strategy framework, the customer confirms your identity. That's because they judge your service delivery in terms of customer fulfilment and operational efficiencies. To create consistency, just do what you say. Tailor your operations to match the service you deliver, and or products in a manner that you want to be known.

Leadership commitment: Strong leadership commitment is crucial for a successful brand identity transformation. Leaders need to champion the changes and ensure they are implemented effectively across the organization. Brand storytelling: Weave storytelling into your brand identity. Stories can be a powerful tool for connecting with your audience on an emotional level and making your brand more memorable. Employee engagement: Empower your employees to be brand ambassadors. When employees understand and embody the brand values, it strengthens your brand identity from the inside out.