3 Ways Your Lack of Brand Identity Is Costing You Sales

When starting a new business or revamping your marketing strategy, the most common advice you’ll probably hear is to just “get a logo, pick some colours, and create a website.” In a way, that advice is helpful since having these basics can give your business some initial visibility.

But I always advise people interested in building a strong brand to dive deeper. Your brand identity is so much more than just a logo and a colour scheme. It’s about creating a consistent and memorable experience for your customers. Without a solid brand identity, you’re like a chameleon in a sea of lizards—blending in when you should be standing out.

So in this post, I’ll be sharing the three key ways poor branding can lead to lost revenue and why investing in your brand identity is crucial for your business success.

Lack of Brand Identity

Without a clear brand identity, your business is like a ship without a sail—directionless and at the mercy of external forces. When customers can’t figure out who you are or what you stand for, they quickly lose interest and trust. It’s like trying to navigate through a foggy night without a lighthouse. Your brand identity should be that lighthouse guiding your customers safely to shore.

Consequences: A weak or non-existent brand identity means your business blends into the background. Imagine walking down a busy street filled with coffee shops. The one with the dull, uninspired sign is easily forgotten, while the one with the bright, inviting logo and catchy slogan stands out. Without a strong brand identity, you’re the forgettable coffee shop. Customers won’t just overlook you—they’ll choose your competitors who have a distinct and memorable presence. Worse, they might not even remember that your business exists!

So, how do you avoid this fate? Start by defining your brand values, mission, and unique selling propositions (USPs). This might sound like business jargon, but it’s really about getting clear on what makes you, you.

Brand Values: What principles guide your business? Are you all about sustainability, top-notch customer service, or cutting-edge innovation? Your values should reflect what you stand for and resonate with your target audience.

Mission: This is your purpose, the reason your business exists. It should be a clear statement that communicates what you aim to achieve. Think of it as your North Star, guiding all your business decisions.

USPs: These are what set you apart from the competition. What do you offer that others don’t? Maybe it’s a unique product feature, exceptional customer support, or a special pricing model. Highlighting these will help you stand out in a crowded market.

 Let’s look at a couple of examples to bring this home. Think of Apple. Its strong brand identity is built on innovation, premium quality, and user-friendly design. Every product, ad, and store layout screams Apple. Now, compare that to a generic tech brand. Without a clear identity, this brand struggles to make an impression. It’s like comparing a beacon of light to a dim candle in the wind.

Or consider another example from the fashion world. Nike’s brand identity is all about athletic performance, motivation, and “just doing it.” This strong identity is reflected in its products, advertising, and even the athletes they sponsor. Now, think of a generic sportswear brand that lacks this clarity. It might sell similar products, but without a strong identity, it doesn’t capture the same loyalty or recognition.

Building a strong brand identity isn’t just for the big players. Small businesses can benefit just as much, if not more, from clearly defining who they are and what they stand for. It helps you connect with your customers on a deeper level, fostering loyalty and driving sales.

So, take the time to craft your brand identity thoughtfully. It’s not just about logos and colors (though those are important, too). It’s about telling your story and making sure your customers know exactly who you are and why they should choose you over anyone else.

Want to know more about good web design check out Make a website that makes money

But to nail it right down no matter how amazing your website is, if you potential customers dont trust you to deliver they aint buying. No matter how good the offer. So you’ve got to get sprinkling those testimonials, thank you messages and success stories all over that website.

If you’re sure your sales pages are bang on , you’re site is loaded with social proof and you’re getting a lot of traffic from your social media pages then what else can you check on your site? 

2. Inconsistent Branding

Inconsistency in branding is like a broken promise. Imagine telling your friend you’ll meet them for coffee and then not showing up. That’s how your customers feel when your branding is all over the place. It confuses them and erodes trust, making them question the reliability of your business.

Consequences: When your branding is inconsistent, it’s like showing up to a party in mismatched outfits. Customers get mixed messages and start to wonder who you really are. One day you’re professional and sleek, the next day you’re casual and quirky. This inconsistency can make your business appear unprofessional and unreliable. When customers can’t pin down your brand, they feel uneasy and uncertain, leading them to take their money elsewhere. Lost sales? You betcha.

Tips: Alright, so how do you keep things consistent? Think of your brand like a favorite recipe—you need to use the same ingredients every time to get the same delicious result. Here’s how you can do it:

Logo: Make sure your logo is the same everywhere. It’s your face in the business world, so keep it consistent across your website, social media, business cards, and anywhere else it appears.

Color Schemes: Pick a color palette and stick to it. Whether it’s your website, email newsletters, or Instagram feed, the colors should always align. Think of it as your brand’s wardrobe.

Fonts: Choose a couple of fonts and use them consistently. Mixing and matching too many fonts can make your brand look messy and disjointed. Stick to your chosen fonts for all your materials.

Messaging Style: Develop a consistent voice and tone. Are you friendly and casual or professional and authoritative? Decide on a style that suits your brand and stick to it. This way, your customers will always feel like they’re talking to the same person.

Examples: Let’s take a look at Nike. Their branding is seamless across all touchpoints—website, ads, social media, you name it. The iconic swoosh, the bold “Just Do It” slogan, and the motivational tone are consistent everywhere. It reinforces Nike’s identity and trustworthiness. Now, imagine a brand that uses different logos on their website and social media, with varying colors and messaging styles. It’s like trying to follow a plotline in a TV series that changes genres every episode—confusing and frustrating.

Consistency isn’t just about looking good; it’s about building familiarity and trust with your audience. When customers see your brand consistently presented, they start to recognize and trust you. They know what to expect, and that predictability is comforting.

So, channel your inner brand stylist and keep things consistent. It’s the secret sauce that helps turn casual browsers into loyal customers. And who doesn’t want a bit of brand loyalty?

Remember, consistency is key. Your brand should be like your favorite pair of jeans—always fitting just right, no matter where or when you wear them.

3. Poor Visual Branding

Visual elements like logos, colors, and design are the face of your brand. Think of them as your business’s fashion statement. Poor visual branding can make even the best products seem unappealing and untrustworthy. It’s like showing up to a job interview in pajamas—no one will take you seriously.

Consequences: Subpar visual branding can make your business look amateurish, driving potential customers away before they even give you a chance. Imagine walking into a store with a dingy sign, mismatched decor, and cluttered shelves. You’d probably walk right out, right? The same thing happens online. If your website looks like it was designed in the ‘90s, customers will bounce faster than you can say “retro chic.” Good design, on the other hand, attracts attention and conveys professionalism. It says, “Hey, we know what we’re doing, and we’re worth your time and money.”

Tips: So, how do you make sure your visual branding is on point? Here are some tips to ensure your brand looks as good as it performs:

Invest in Professional Design: This isn’t the time to DIY unless you’re a design whiz. Hire a professional to create a memorable logo, a cohesive color scheme, and a consistent design language. It’s an investment that pays off in spades

Memorable Logo: Your logo is the first thing people notice. It should be simple, memorable, and reflective of your brand’s identity. Think of it as your brand’s handshake—firm, friendly, and unforgettable.

Consistent Color Scheme: Choose a palette that resonates with your brand’s personality and stick to it. Colors evoke emotions, so pick ones that align with the feelings you want to inspire. Use these colors consistently across all your materials to create a unified look.

Cohesive Design Language: Your design should tell a story. From your website to your business cards, everything should look like it belongs to the same family. This includes fonts, imagery, and layout styles. Cohesion is key to looking polished and professional.

Examples: Let’s take a look at some examples. Consider Tesla’s sleek, modern design. Everything from their website to their showrooms exudes innovation and luxury. Their visual branding screams high quality and reliability. Now, compare that to a poorly designed website with cluttered layouts, inconsistent colors, and a confusing logo. Even if the products are great, the shabby design sends customers running for the hills.

Good visual branding not only looks appealing but also communicates quality and reliability. It’s like dressing your brand in a sharp suit—customers are more likely to trust and do business with you.