Your Visual Brand Might Actually Be Costing You Money 

“Should we change our name and our logo?”

We got this question from a prospective client a couple of days ago. Before answering definitively, we wanted to dig a little deeper. 

What about their name and branding was helping them build trust with their target clientele? 

What about it was causing confusion? 

They confessed that when they went to an industry event this year there was more confusion than clarity about what they did. They were surrounded by their ideal clientele, but they spent their time debunking misperceptions rather than having productive sales conversations. 

For example, several attendees asked if they rent vehicles for commercial or private use because of their name and logo. But this company is a supplier of surplus parts to mechanics.

Big difference. 

Big waste of an opportunity. 

They knew they didn’t want to show up at the event next year with the same visual brand. They needed to take action. 

 In today’s competitive market, visual branding is not just a luxury but a necessity for any business aiming to stand out. 

While a strong visual brand can significantly enhance your company’s image and credibility, a poor or nonexistent one can do the exact opposite. From legitimacy issues to design mistakes and inconsistencies across platforms, the pitfalls of neglecting your visual identity are many. 

Here’s how your visual branding—or lack thereof—could be hurting your brand…and your bottom line.

A Poor Visual Brand Can Hurt Your Company’s Legitimacy

We all have our favorite hole-in-the-wall restaurant whose signage is stuck in the 80s. But generally speaking, we tend to side-eye companies with dated, unprofessional or non-existent branding, especially expert service providers. 

• Dated or cheesy logo? Customers wonder if your service methods are dated as well.
• Low-quality images and graphics? Maybe your offerings and “expertise” are low-quality too.
• No visual branding at all? Customers may question whether you’ll be around to serve them for the long haul and quickly move on to a company that HAS invested in their visual identity. 

Beyond legitimacy concerns, businesses without a cohesive visual identity may struggle at networking events or trade shows. Handing out plain business cards with minimal information can make it difficult to establish connections. A cohesive brand can anchor your company in the mind of your customer; without one, your company can easily be discounted or just plain forgotten.

“I Love Cow?”: When Design Mistakes Lead to Bad Associations with Your Brand

Designing a brand’s visual identity is not merely about creating something visually appealing; it’s about conveying the right message and values. Unfortunately, design mistakes can lead to negative associations with your brand.

Consider the story of an entrepreneur we recently met who was on the verge of launching his new consulting company. Thankfully, multiple people (including members of our team) pointed out that his AI-generated logo resembled…well… a male body part not appropriate for a professional logo. 

This post of epic logo fails proves that he is far from alone in overlooking what seem like glaring errors to others! These branding snafus highlight the importance of seeking external perspectives and professional help when creating a brand identity.

Beyond logos, the entire visual identity—including color palettes and typography—must be chosen carefully. Inappropriate color choices or unreadable fonts can convey the wrong message or make your brand appear dated, unprofessional, or just silly. Take this costly font gaffe from Chanel, who made many customers wonder if their favorite luxury brand was going a new bovine direction. “I love cow”  🐮🤨

Inconsistency Leads to Confusion, or Worse Mistrust

In the digital age, maintaining consistency across all media and platforms is crucial for building a recognizable and trustworthy brand. Visual identity discrepancies, such as different logos, colors, or typography styles on various platforms, can confuse your audience and dilute your credibility.

This means ensuring that your brand’s visual elements are consistently applied across your website, social media profiles, and any marketing materials. 

Inconsistency can also lead to mistrust. If your Facebook page has a different look and feel from your Instagram profile, customers may question the authenticity of your business. This mistrust can lead them to seek out competitors who present a more unified and reliable brand image.

That’s why all clients we take through a Visual Branding process receive a Brand Style Guide. A Brand Style Guide is essentially a rulebook for when and how to use your colors, fonts, and logos so that you maintain a consistent visual identity no matter the platform. It also streamlines your content creation by providing clear guidelines and instructions on how to use your visual branding elements. 

Does your brand have a style guide? 

Why Should A Company Invest in Branding and Design? 

Investing in a strong visual brand is not just about aesthetics; it’s about establishing legitimacy, avoiding negative associations, and maintaining consistency. A well-crafted visual identity can significantly enhance your brand’s perception and trustworthiness, while poor branding can undermine these efforts and push potential customers toward competitors.

To avoid these pitfalls, consider enlisting professional help for your brand’s visual identity. Conduct thorough research, seek external feedback, and ensure consistency across all platforms. Remember, your visual brand is often the first impression customers have of your business—make it count.

At Heights, we have taken many of our clients through visual branding, re-naming, and brand messaging. If you’re curious if we’re a good fit for your company, request a call. 

If you’re not sure if you need a new approach to your visual brand, consider a Marketing Assessment and Roadmap. Find out where your gaps are and where you should focus your energy and resources to get the best results.