Brand alignment is crucial to any business’s success, both on an initial and ongoing basis. If your brand doesn’t deliver on its mission and value proposition — or communicate this information in a way that resonates with your target audience — you might find yourself with decreased engagement, fewer sales and a lack of clarity on how to move forward. But how do you know if your brand is misaligned, and what can you do to fix the problem?
Here, the members of Rolling Stone Culture Council share some red flags that your brand needs realignment, along with actionable steps to get things back on track.
You Can’t Articulate Your Pitch Concisely
Twisted Sister articulated their brand and mission in three words: “I Wanna Rock.” Could you do that if you had to? The truth is, most people can’t or won’t remember more than a few simple things about your brand or business. So, sharpen your fundamental pitch to the world, and do so by learning to express it in fewer words. Three or less would…rock. – Jed Brewer, Good Loud Media
Your Brand Doesn’t Meet Your Customers Where They Are
Ask the consumer. Listen to comments across social media modes, or include a QR code linking to feedback. I trust the person buying and interacting with the product more than anyone else. Listen to them and try to meet them where they’re at; that’s how you get back on track. – Lindsey Bartlett, Fast Buds
Your Goals and Mission Aren’t at the Forefront
Difficulty summarizing what a brand is and what it does is the number one symptom we see among clients with misaligned brands. An inspiring mission statement or picture-perfect brand aesthetic is great, but you need to zoom in to keep your overall goals, mission and operations at the forefront of everything you do — especially if you’re partnering with any other agencies. – Evan Nison, NisonCo
You’re Sharing too Much at Once
Doing and saying too much all at once can confuse your audience and be the first sign of misaligned messaging. Balance your enthusiasm for sharing details by telling a straightforward story with a timeline that people can follow easily. Avoid putting out random information simply to output content, but reestablish your storytelling with continuity and relevance. – Cynthia Johnson, Bell + Ivy
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Customer Feedback Has Declined
One major red flag that your brand may need to be more aligned is if you notice a decline in customer feedback or engagement, signaling a potential disconnect between your message and how your audience perceives it. To realign your brand, review your messaging, visuals and overall positioning to ensure everything is consistent with your core values and resonates with your audience. – Kristin Marquet, Marquet Media, LLC
Messaging Across Channels Feels Scattered
A key red flag that your brand may be misaligned is inconsistent messaging across channels. If your brand voice or values feel scattered, it’s time to refocus. To get back on track, start by reassessing your core mission and audience, then align every touchpoint — social, marketing and customer service — around that central message. Consistency builds clarity and trust. – Francis Hellyer, tickadoo
People Aren’t Resonating With Your Offerings
A major red flag is when your target audience isn’t engaging with your content or products like they used to. If people aren’t resonating with it, it’s a sign your messaging might be off. To realign, revisit your core values, ask for customer feedback and adjust your branding to reflect both your mission and the evolving needs of your audience. Authenticity is key to regaining trust. – Red Rodriguez, GRAV
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Prospects Aren’t Willing to Pay What You’re Worth
It’s all about money. Your brand may be misaligned if you’re attracting customers who are unwilling to pay what you’re worth. This signals a disconnect between your value proposition and your target audience. To get back on track, refine your messaging to clearly communicate the value and outcomes you offer, and focus on marketing to an audience that recognizes and is willing to pay for it. – Jessica Billingsley, Sona Capital
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Visuals, Messages and Value Propositions Don’t Match
Inconsistent messaging across various touchpoints (website, socials, point of purchase and so on) confuses customers and dilutes brand identity. This can manifest as unclear value propositions, conflicting visuals or mixed messages. Some good strategies to fix this are to conduct a brand audit and re-align internal teams. – Matthew Forster, CMS Nashville
Sales Have Taken a Nosedive
A significant downturn in sales is one sign that your brand may need a refresh. Either a new competitor has come in to steal market share, or people are simply tired of the brand in relation to their lives. Sometimes all that is needed is a new ad campaign, but if a rebranding is needed, exercise caution. The lessons of “Old Coke” and “New Coke” are a particularly illustrative example. – Zain Jaffer, Zain Jaffer Foundation
