5 Signs Your Business Needs a New Brand Identity

September 17, 2019

Insight
Evan Pitchie

There's a common saying that goes: if you don't have a seat at the table, you are likely to be the subject of the conversation. Although the origins of that phrase may be of a political nature, the same holds true in the context of branding. If a brand is not properly communicating their identity to the audience, then the audience will decide for themselves on that brand's identity—which brings incredible risk.

A company can be selling the most amazing product or provide the most amazing service, but if they are unable to control the conversation about what is being said about them, then the value that they are providing will be lost because of the potentially misguided assumptions from their audience.

That's why establishing a strong and consistent brand identity is important. Not only does it help a brand control what is being said about them, it also guides how the audience should describe and advocate for the brand.

If you're unsure of the current position of your brand, here are 5 signs that will help shed some light:

1. Uncertainty about what your brand represents

If you, your staff, and your audience have different ideas about what your brand represents, what it looks like, or how it feels, then you are likely sending mixed signals. The confusion that is created makes it difficult to believe or understand the message you want to share—or the value of what you are trying to sell.

2. Little differentiation between you and your competition

Similar to the previous point, if your audience is unsure of the differences between your brand and a competing brand, then there is little incentive for customers to be loyal to you.

3. Logo doesn't scale appropriately

Your logo should appear beautifully and properly whether it's on a small screen or on a large poster. Any problems can lead to additional brand confusion or a decrease in trust in your brand.

4. Difficult to read or understand

First impressions matter. If your audience is unable to properly read or understand your logo on the first attempt, the chances of it resonating with them in a positive manner are slim.

5. Slightly embarrassed to take out your business card

In most cases, your business card is one of the only representations of your brand that someone can physically hold on to following a conversation. If you feel embarrassed to share your card, the person you are talking to may likely pick up on the awkward feeling and it may lead to them devaluing the quality of your brand.


What You Could do About it

Your brand identity defines who the company is, what the company is about, and ultimately the kinds of people it will attract as customers and employees. If anything is off or inconsistent, not only can it lead to missed opportunities for you, it can also lead to unfounded and misguided assumptions about who you are.

The beliefs and ideologies that a company wants to convey must come from top leadership, but they can greatly benefit from the assistance of a third-party facilitator—like a branding agency—to help with the flow of ideas. Not only will they be able to assist in driving the conversations, but they will also be able to execute on the work.

Interested in chatting with us about your brand? We're right here!