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?ย 

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:

๐Ÿ‘‰๐Ÿผ Social media posts with content that jars with your stated brand values or purpose

๐Ÿ‘‰๐Ÿผ 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

๐Ÿ‘‰๐Ÿผ 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

๐Ÿ‘‰๐Ÿผ You’ll feel clear and confident in your brand purpose and values

๐Ÿ‘‰๐Ÿผ Your brand voice, style and personality is congruent and cohesive

๐Ÿ‘‰๐Ÿผ Your brand messaging is authentic, credible and consistent in tone and content

๐Ÿ‘‰๐Ÿผ 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:

โญ 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:ย 
  • 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
โญ 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.

โญ 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.ย  Here are some of the ways we can work together:

โญ Brand Review & Refresh

โญ Rebranding (or new branding) project

โญ Read a few client testimonials

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


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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.
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