What happens if I don’t have a brand?

image of puzzled young woman at her laptop and the question 'what happens if I don't have a brand?'

‘What happens if I don’t have a brand?’

It’s a question I’ve been asked recently, so here’s a summary of what happens:

👉🏼 You lose the ability to take control of how your business is represented and how it communicates. Although you can’t control how people respond or their perceptions – you can influence, take initiatives, inform and build relationships.

👉🏼 If you don’t take ownership and develop your brand, others will step in and do it for you. Competitors and customers will define the position of your business in the market – and you may not like it!

👉🏼 You’re wasting your investment in promotions because you’re spending money and it’s not contributing to creating recognition of your key business asset.

👉🏼 Without a brand that is recognised and trusted, it’s hard to charge a premium for services and products.

👉🏼 And it’s difficult to create brand affinity, loyalty and repeat purchases.


When you know this happens why wouldn’t you want to build your brand?

Let’s highlight a few reasons to invest time, energy and resources in creating, developing and managing your brand.

Remember, your brand is a shorthand for your business. It’s not just about what you sell (your bundle of products, services, attributes, benefits). It’s also about the perceptions your clients have about your brand – and how they feel about these.

When you decide to develop, own and manage your brand, you’ll have a brand strategy which clarifies:

🌻 Who your brand is (personality) and what it stands for (purpose and values)

🌻 And who your brand wants to attract, to serve and why (target clients)

🌻 The value your business delivers to your target audience and what makes it meaningfully different from competitors (positioning and value proposition)


Once your brand strategy is sorted, you’ll have the key elements for your creative brief and the foundation for distinctive branding that represents your business.

This includes:

🌻 The visual elements that get recognised and remembered over time, for example, your brand logo, colours, icons or symbols, imagery and style.

🌻 And equally important is your brand voice – how your brand talks (and listens) to clients, employees, suppliers and stakeholders.


Now it’s easier to develop brand messaging that:

🌻 Attracts clients

🌻 Creates affinity

🌻 Differentiates from competitors and

🌻 Helps your business to stand out


Managing your brand well also provides a framework for evolving your new products and services:

🌻 Initiating innovation (in response to inevitable change)

🌻 Staying in tune with the times and

🌻 Communicating consistently whilst staying true to what matters


Best of all

🌻 Great brands make more money over time and

🌻 Even greater brands align with their clients to fulfil a social purpose and create change for the better.


Thank you for reading

Other blogs you may be interested in include brand personality, brand values and branding with soul.

And if you’d like to stay in touch, please sign up for my irregular newsletter. You’ll hear from me around once or twice a month and not more than once a week! No SPAM, I promise. Here’s the link to sign up


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 


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 and soul of your brand and what makes it distinctive and different, so we can communicate your 'why buy from me' 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