What is brand alignment and why does it matter?

Image of woman looking at her reflection and words Brand alignment - what it is and why it matters - Big Idea Brand Marketing blog

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 

Save

Want a standout, human-centred brand?

1. Let's talk

Being human, starts with a coffee. Together we'll clarify what your brand needs, how long the work will take, and the fees...

2. Reshape your brand

Using my 3-step Brand Affinity™ process, your brand looks and feels authentic, with a distinctive identity and value-based messaging...

3. Get noticed

With your standout brand, you can increase your impact, grow your business and make a difference that matters for your clients...

Thank you for taking the time to read this blog. I hope you've enjoyed it and found it useful. I work with coaches, consultants, creatives, therapists and experts, often ex-corporate. Together we get to the heart of what makes your brand distinctive and different, so we can communicate your value proposition effectively. You'll have a standout brand you love and your clients adore, with a brand personality and image that makes you feel proud of your work, and gives you the confidence and focus to accelerate your business growth.
Scroll to Top