Whiplash Team, July 12th 2024

Brand misalignment and how to prevent it

Without a doubt, consistency and alignment are fundamental pillars for achieving a solid and recognized brand. However, many times, companies face a challenge known as brand misalignment. This phenomenon can erode brand identity and confuse consumers.

Brand misalignment refers to the lack of coherence in a brand’s representation across various touchpoints, such as the logo, advertising messages, tone of voice, and customer experience.

This mismatch can occur when the way a company presents itself to the world does not adequately reflect its purpose, mission, values, and brand promises. It can manifest in various forms, including:

• Inconsistencies in visual design (colors, fonts, logos).
• Contradictory messages on different platforms.
• Differences in customer experience across different channels.
• Disconnection between the brand’s declared values and the company’s actual actions.

Why does it happen?

There are several causes for a brand to suffer from the so-called misalignment, among them we can list:

• Rapid growth and lack of control: When a company grows quickly, it can be difficult to maintain brand consistency. The absence of clear guidelines and decentralized brand management can lead to inconsistencies.

• Rebranding and strategy changes: Rebranding efforts, if not executed correctly, can result in misalignment. Changes in the company’s mission, vision, or values that are not adequately communicated can cause confusion.
  For example, in 2010, Gap introduced a new logo that was met with overwhelmingly negative feedback. The lack of connection between the new design and the brand’s established visual identity resulted in an unfavorable reaction from consumers.
  Gap quickly recognized the misalignment and reverted to its original logo, demonstrating the importance of consistency in brand identity and responsiveness to customer feedback.

• Lack of internal communication: Poor communication between the marketing, sales, and customer service departments can result in incoherent messages and a fragmented brand experience.

• Lack of understanding of the target audience: Not fully understanding the expectations and preferences of the target audience can lead to messages and experiences that do not resonate with them.
  Even the most recognized brands are not exempt from making these kinds of mistakes. In the late ’80s, Coca-Cola attempted to change its formula, introducing “New Coke.”
  This decision not only misaligned the brand with its historical identity but also bewildered loyal consumers. The company swiftly responded by restoring the original formula under the name “Coca-Cola Classic,” learning the valuable lesson that consistency and loyalty to brand identity are crucial.

• Inconsistency in implementation: Multiple people or teams working on different aspects of the brand without clear guidance can create a lack of uniformity in execution.
  A clear example of this is Uber that changed its logo and app design in 2016, causing confusion among users due to the disconnection from its previous identity.
  In 2018, the company conducted another rebranding, this time focusing on a clearer and more cohesive visual identity that better reflected its mission and values. This adjustment helped realign the brand’s perception with its value proposition.

How to prevent brand misalignment

There are some formulas to prevent brands from becoming misaligned, including developing and maintaining clear brand guidelines. This means creating a detailed brand manual that includes guidelines on logo usage, colors, fonts, tone of voice, and key messages. Ensure that all employees and external collaborators have access to and follow it.

Similarly, fostering smooth and continuous communication among all departments involved in building and representing the brand is crucial, holding regular meetings to align strategies and actions.

Additionally, employees should be aware of the importance of brand consistency and how to apply it in their daily work. This is especially important for those in customer-facing roles.

Another way to maintain brand consistency is to conduct regular brand audits to promptly identify and correct any misalignment. Using customer feedback tools to assess brand perception and adjust strategies as necessary is also important.

To keep the brand aligned, it is also essential to ensure that the brand experience is uniform across all touchpoints, from the website and social media to physical stores and customer service.

Lastly, maintaining clarity in the value proposition and ensuring that all members of the organization understand and align with the company’s mission, vision, and values, and that these guidelines are reflected in every customer interaction, is fundamental.

An aligned brand is a solid brand

Brand misalignment can have a significant impact on the perception and success of a company.

However, by implementing consistent strategies and constantly paying attention to brand consistency, it is possible to prevent this issue and build a strong and reliable brand identity.

Maintaining brand alignment helps create a coherent and professional image and strengthens the emotional connection with the target audience, fostering long-term loyalty and recognition.