Businesses are primarily dependent on their success over the brand identity. Suppose your business loses its sense of brand identity or guiding principles. In that case, you may end up thinking it’s something related to the company’s internal affairs and leave the concern for discussion on a team-building day.
However, the impact of having lost or no brand identity can be severe and far more widespread for the business, affecting its financial standing. As psychologists say, that identity is the most crucial aspect of an individual’s life. Similarly, identity is an integral part of the organization’s life too. But several businesses make the mistake of not identifying their signs of having lost brand identity soon enough, resulting in them regretting later.
In the spotlight of business growth, you just have to be aware of the signs that indicate that your business has no brand identity before it’s too late. Here are a few common signs with valuable insight on having no brand identity and how to come up strong in those tough times.
1. Mixed Marketing Messages (No Brand Clarity)
Winter is coming, so let’s take an example from that. Your business has recently launched an ad campaign for the winter sales event, featuring new imagery and slogans. You ensure to deliver the message clearly, which will most importantly impact your sales across every channel.
Now, the new marketing material has to be placed and distributed across all the locations by today. For instance, if you have sent an email to some local marketer letting them know of your new campaign, they will expect the materials to come. The problem may arise when some materials are in their desired location, but some don’t. This can create a huge problem for your brand identity.
Suppose your business can’t be sure on whom to attract and why the message being delivered will become vague for any customer to resonate with. This lack of brand clarity is a sign of your business having no brand identity.
2. Lack of Brand Consistency
Businesses start to adopt different ways to get their brand recognition but miss one crucial thing – brand consistency. The issue with consistency lies in the lack of clear strategy. There can be situations when your business will feel that their brand is not there yet, making it tweak and change business modules, marketing strategies and whatnot. This inconsistent branding is yet another sign that you lack a strong brand foundation leading to no identity.
Well, the solution to this brand consistency is a great way to get your brand identity back on track. Your business needs to be clear on its vision, mission, and brand values. You will have to work on your brand story, discover and unveil your brand personality and vibe, and figure out the target audience.
3. Your Target Audience Has Shifted Their Preference
If your business brand can no longer communicate with its target audience, you can take that as a sign of no brand identity. According to web design statistics, by now, 73% of millennials play a crucial role in decision-making in B2B companies. However, you can give it at least ten years, and it’s almost certain that the B2B buying audience will eventually shift.
These new customers will have different views and perspectives on the market, making your brand evolve with the need to communicate with them efficiently. If reviewing your target audience shows that your business is failing to resonate with them, it’s a sign that its brand identity is lost.
4. Your Business Undergoes Merger or Acquisition
Mergers and acquisitions, mainly termed as financially beneficial for the business, often confuse the audience about the brand. It leaves the target customers to wonder whether your business values or product offerings have changed too. Even if you don’t benefit from the merger or acquisition situation by telling your brand story, you can consider it a sign of no brand identity.
5. Compromisation In Production Quality
Poor production quality is something that all businesses come across at one point in time. No matter if you compromise your production quality to save time or money, any mistakes that creep in and are left uncorrected can become ingrained. This poor quality can affect your business reputation in the market, dishearten the customers, and telltale that your business has no brand identity.
6. Googling Your Brand Name Doesn’t Show Any Good Matches.
Your business should rank at the top or near to top on the search result page of Google. Any other credible mention of your business or brand should also rank on SERPs first page. These can be anything like your company’s social media channels or news articles. This is not something to achieve overnight. Anyhow, if you don’t find any such results for your business, you can consider having no brand identity.
So, if you notice any of these above-mentioned signs, consider your business has no brand identity. But do winners take a step back? No, right? So, get up, consult the best digital marketing firm, optimize your business and brand with the best marketing strategies and get your brand identity on top.