What is brand alignment and why does it matter?

Brand alignment

How can you tell if your brand is misaligned? 

Let’s start with the definition of alignment. The New Oxford Dictionary states that the verb ‘align’ means ‘to arrange things in a straight line’ or to put things into ‘correct or appropriate relative positions’. You can ‘align oneself with a person, organisation, or cause’ or ‘come together in agreement or alliance’.

When your brand is aligned, you’ll feel that the (inner) intangibles that make your brand distinctive – for example, your brand purpose and values – are completely in tune with the (outward) tangibles such as your brand messaging and brand voice. This is an example of ‘aligning your brand from the inside out’.

When your brand is misaligned, you’ll see a number of disconnects, such as:

Social media posts with content that jars with your stated brand values or purpose

Inconsistencies in how your brand colours and fonts are used – you may think this is a tiny thing – yet it creates bigger ripples of uncertainty around your brand credibility

Big differences in how your brand speaks to clients versus employees or suppliers

In summary, brand misalignment results in your target audience, from clients to employees, feeling:

• Confused about your brand behaviour
• Doubtful about the integrity of your intentions
• Disconnected from your brand messaging

Why brand alignment matters

When your brand is fully aligned, inside and out, you’ll have the foundation for business growth

You’ll feel clear and confident in your brand purpose and values

Your brand voice, style and personality is congruent and cohesive

Your brand messaging is authentic, credible and consistent in tone and content

👉🏼 Visual consistency creates brand awareness, recognition and memorability over time

Tips for keeping your brand in alignment

Here are a few suggestions for keeping your brand aligned, consistent and confident:

Make sure you have a Brand Style Guide – and use it! This normally has two key sections:

1. A summary of who your brand is and what makes it distinctively different. This includes: 

• Your brand vision, purpose and mission
• Core target audience, positioning and value proposition
• Brand values and personality including voice and style guidelines

2. The defining components of your brand identity, including:

• Logo variants and usage
• Colour palette and font family
• Examples of branding e.g. social media post templates and banners, Word and PowerPoint templates, business cards and brochures – creating the framework for a consistent style and tone

⭐ Review the content of your Brand Style Guide at least once a year – and update it!

This will ensure your brand stays aligned as it evolves in line with changes in your intentions and outcomes, and with your target customers and market sector.

⭐ Share your Brand Style Guide with everyone working on your brand – for consistent brand alignment

As your business scales and more people work on the brand and in the business, it is critical that they buy into the brand values, voice and purpose and understand their role in delivering your brand promise consistently and with belief.

When you want some help with your brand…

I’m here! My approach is flexible and collaborative. Whether you need a brand review, some help with your brand strategy or a full rebranding project.  Here are some of the ways we can work together:

Brand Review & Refresh

Rebranding (or new branding) project

⭐ Read a few client testimonials

I’d love to discuss what could help your brand now – Click Here to Book Your Call 

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