Everyone talks about branding but did you know the dictionary definition of ‘brand’ is “An identifying mark, label, mark or sear.” In fact, in the cattle world, animals are branded with a hot iron by cattle ranchers. It sounds gnarly until you realize that a branded animal deterred theft, made it easy for the owner to pick out their cattle on the free range, and quickly identified the animal’s ownership to other cattle ranchers.
This concept works identical in the world of marketing. Your brand should uniquely set you apart from others - making it easily identifiable. Without it, your brand will potentially get lost in a sea of similar content - or worse still, disappear altogether.
According to a Hubspot article “What is Branding? Understanding its Importance, “A brand is the identity and story of a company that makes it stand out from competitors that sell similar products or services. The goal of branding is to earn space in the minds of the target audience and become their preferred option for doing business.”
Many often feel that branding and marketing is the same, but though they work together, there is a difference. Simply put:
Marketing is selling.
Branding is how people ‘feel’ when they see your product/service.
When you brand you are literally “searing” your name onto the subconscious of an audience (similar to the cattle illustration), making it easy to recognize anywhere.
Branding is more than a cool logo—it’s how people recognize, trust, and connect with your business. But if your branding and messaging are all over the place, at best - it will confuse customers, and at worst - earn a prompt “click” to another page. But, the good news is that it’s an easy fix! Let’s talk about five ways inconsistent branding might be holding you back (and actionable steps you can take to fix it).
1. People Don’t Recognize Your Brand
Ever seen a business use different logos, fonts, or colors everywhere? It’s hard to remember who they are, right? If your branding isn’t consistent, potential customers won’t immediately recognize you, which means you’re missing out on opportunities to stand out and be memorable.
Answer: In a sea of online content, (where many may have similar names), having a logo or photo that ties all your platforms together, makes it easier for people to find you.
For instance, most of my social media platforms have a professional photo I consistently use. It’s not because a photo is better than a logo, but rather because, when it comes to social media, people relate more to a face when following a brand. This is not to say that a logo should not be used. Many successful brands use their logo. Conversely, my website uses my logo, but the same photo appears on the about page. However, regardless of which one you choose - make sure it is fluid wherever people visit you online.
One of the simplest ways to create a logo is in Canva. It is a free platform where you can choose a template to customize. Add your own, change the font and background and then test it out on some friends to see which one resonates with them.
From there you can create a simple brand guide that ties together your logo, colors, fonts, and voice to keep for future reference. This is immensely helpful when you need to hire marketing services or branch out with company swag.
2. Mixed Messages Confuse Customers
Your website says one thing, your social media says another, and your emails? Well, they sound totally different. When your messaging isn’t clear and consistent, customers aren’t sure what you actually do—or why they should care. And confused people don’t buy.
Answer: Nail down your Unique Value Proposition (UVP)—that one thing that makes you different. In other words, what you do, how you do it, and what results your buyers can expect. Then, make sure all your content aligns with it.
3. It Can Make You Look Unprofessional
If your branding is all over the place, it can make your business look unorganized—or worse, unreliable. Customers trust brands that look polished and put together, and inconsistency can make them hesitate before buying from you.
Answer: Take a step back and do a branding check. Does your website match your Instagram? Do your emails feel like they’re from the same company? A little consistency goes a long way.
4. Your Marketing Won’t Work as Well
Your ads, emails, and social media posts should work together to create one strong, recognizable brand. But if everything looks and sounds different, people won’t connect the dots. That means your marketing won’t be as effective, and you’ll have to work even harder to get results.
Answer: Use templates for your social media graphics, emails, and website banners to keep things looking cohesive. Also, make sure your tone and messaging stay consistent across all platforms. Check out my FREE “How to Grow Your Brand Using Canva” download for a wealth of information and actionable tips to help you grow online.
5. It’s Harder to Build Trust
At the end of the day, people buy from brands they trust. If your branding and messaging feel scattered, potential customers might second-guess whether your business is reliable. Trust is everything when it comes to growing a successful business!
Answer: Trust is everything! People buy from brands they know, like, and trust. Whether it’s your website copy, social media posts, or customer emails, make sure all your content reflects an online trustworthiness.
Final Thoughts
Branding doesn’t have to be complicated! When you create a consistent look, feel, and voice for your business, you’ll build trust, attract more customers, and make your marketing work better.
Need help getting your branding in sync? Book a complimentary session here and let’s chat about making your brand stronger and more consistent!
If I hit a website and it looks ancient, I'm already out