Why your brand feels “off” (and what to do about it)
You know something isn’t right, but you haven’t been able to put your finger quite on it…
Maybe it’s your logo (or lack thereof).
Maybe it’s your colors (and how you cringe every time you use them).
Maybe you don’t know what to say (and you feel like you’re stumbling over yourself whenever someone asks about your business).
Maybe it’s that awkward disclaimer you feel you have to give every time someone asks for your website, because it definitely does not represent the work you do or the products you sell.
If you find yourself here, it’s probably because your brand has started to feel… off.
Not broken! Just not right. And definitely not aligned with your business today.
And before you go down that “I’m just bad at business” or “I don’t know what I’m doing” spiral…
Please know – it happens. And you aren’t the only one this happens to.
No, it doesn’t mean you’re unprofessional, inconsistent, or indecisive.
And it definitely doesn’t mean that you don’t know what you’re doing. The fact that you’re even here says a lot. People who don’t care about their brand don’t go looking for answers.
You’re trying to build something organized and strategic on top of a foundation that was… well, never built for the version of your business that exists today.
So, how did you end up here?
Most people don’t wake up one day and decide, “I’m going to create a brand that feels totally wrong and disconnected from my business.”
It’s more like… a slow drift. And it usually starts from a well-meaning place.
You were figuring things out as you went.
You made the best decisions you could with the time, budget, and information you had. A quick logo here, some colors you liked there, and a tagline that makes enough sense for now.
It worked – and got you this far.
You kept growing and evolving, but your brand didn’t.
Your offers have changed. Your audience grew. You refined your services. But you didn’t stop to restructure your brand to match that evolution.
Because… when would you have had the time?
You were reacting instead of strategically steering.
You could have added more services because someone requested it one time. Or you adjusted the way your products look to match someone else's vibe. Not because you’re stealing ideas or your own ideas are ‘bad’ – but because you’re resourceful and doing what you thought would work. Because, well, it was working for someone else.
This is how misalignment happens. Not because you messed up, but because you’ve been running a business while trying to manage a brand without clear guidance or systems that support you.
Here’s what’s actually creating the disconnect:
What I see with the business owners I work with and talk to is:
They aren’t quite sure what a brand is or why they need one, but they know something is off when it comes to their business
Their brand was built reactively, not thoughtfully. (ex: rebranding to attract more customers without acknowledging who those customers might be or following trends because they think it’ll attract new customers.)
Their current brand (colors, fonts, logos) were picked without a clear strategy. (Choosing your brand colors based on a Pinterest palette is not the unique flex you think it is.)
They’re communicating with an audience they haven’t actually defined. And no – ’everybody’ is not defining your audience.
They’ve outgrown the brand they started with and haven’t had time to reassess their next steps. (It’s gotten them this far, but it isn’t right anymore.)
Their systems are scattered, their design assets are nomadic, and they don’t feel confident when posting (or talking) about what they do.
Your current customer base stresses you out. They push back on pricing, even though you know you’re undercharging. That disconnect is a sign that your brand isn’t doing its job.
And all of these things can lead to the big three problems I see business owners struggling with:
Direction. Appeal. Satisfaction.
They aren’t sure where they’re going, but they’re going somewhere.
They don’t love their brand, and nobody seems to notice or care.
They’re unhappy about how it’s all working, because it’s not.
Creating a cohesive brand for your business isn’t about being more polished, professional, or productive.
It’s about being aligned, building something that reflects your work and goals, and knowing the people you work with – who hire or buy from you.
It’s understanding your business, the people it supports, and knowing where you’re going – NOT being boxed in or having to over-explain what you do.
So here’s where you can start to figure out the next steps you need to take…
5 quick ways to check in and assess your brand alignment:
Your brand won’t stay in alignment with your business by accident.
As your business evolves, so should your brand – and if you haven’t checked in lately, something could be out of sync.
I do a complete brand audit for myself once or twice a year. Not because I think something is broken, but because I want to make sure my visuals, voice, direction, and what I’m actually doing still match where I’m headed.
Here are five low-lift ways you can check in on your brand’s alignment:
Get honest with yourself about what’s changed.
Make a quick list: What’s different about your business now vs. when you created your current brand? Have your offers shifted? Your role? Your values? Are people buying from you?
Organize your brand files – even a little.
Create a single folder that is home to your logo, color codes, and brand fonts. Rename things clearly so you can easily search for them later.
You don’t need to fix it all overnight, but this tiny step will help you build momentum and make it easier to get support when you’re ready.
List your brand values.
Write them down even if they’re messy. Even if you’re not sure they’re “right.” Then ask: Are these values reflected in my offers? My products? My visuals? The way I communicate?
And probably most importantly… Do I still stand by them?
Acknowledge (or reassess) your audience.
Have you defined them yet? Why are you and your business relevant to them? Why should they care? What problems are you solving for them?
If you have defined your audience, are they still aligned with what you do now? Are you giving them all the information they need to feel safe buying from you?
Audit where and how your brand is showing up.
Scroll through your last 6 to 10 posts. Click through your website. Check out your dining space or shop. Look at your email footer, packaging, or product descriptions.
Ask yourself: Does this look like me? Does it sound like me? Does it reflect what I believe and who I serve? Would a stranger understand what I do and who it's for?
This is where alignment lives or dies – not in your brand files, but in how those files are used.
If you’ve done even one of these things, you’re already doing the work.
You’re not stuck. You're observing. Reflecting. Re-aligning.
If you want to keep moving:
Subscribe to Reporting In – my weekly email newsletter nudge to help you stay focused on what matters.
Skim a case study – see how others have navigated the same kind of stuck.
Bookmark this blog and audit one piece of your brand each week – small steps count.
The goal isn’t perfection. The goal is movement.
And whether you’re moving quietly or boldly – This is progress. 💜 If and when you’re ready for support, I’ve got you.