Is Your Brand Saying What You Think It’s Saying?

Here’s the truth: your brand is always communicating. Even when you’re not posting, sending emails, or speaking directly to clients, your brand is leaving an impression.

The challenge? What you think you’re saying and what people are actually hearing may be two very different things.

A study by Lucidpress found that 60% of consumers say inconsistent branding makes businesses look unprofessional. That means even small misalignments in visuals, tone, or messaging can damage the way people perceive you.

So, is your brand saying what you think it’s saying, or is it accidentally sending the wrong message?

How Perception Is Shaped

Your brand isn’t defined by what you intend to say; it's defined by what people receive. Perception comes from three core areas:

1. Visuals, including colors, fonts, imagery, and design, set the tone immediately.

2. A playful, colorful aesthetic says “fun and approachable.”

3. A muted, minimal design says “serious and premium.”

4. Inconsistent visuals say “disorganized” or “untrustworthy.”

5. Tone of Voice: Your writing and speech shape how people feel about you.

6. Formal tone = authority and expertise.

7. Conversational tone = warmth and relatability.

8. Inconsistent tone = confusion.

9. Consistency and Repetition build recognition. If your message, visuals, or offers change too frequently, people won’t know who you are, and worse, they’ll stop trusting you.

   
   

Brand Blind Spots

The hardest part? You’re too close to your own business. What feels clear to you might feel muddy to your audience.

Example: A coach described her services as “empowering transformation.” She thought it sounded inspiring. But when we asked her audience, they admitted they didn’t know what she actually did. Her intention was positive, but the impression was vague.

Good Intention, Wrong Impression

Here are a few ways well-meaning branding can misfire:

• Wanting to sound approachable but ending up too casual and unprofessional.

• Wanting to look premium but choosing visuals that feel generic.

• Trying to cover all audiences but coming across as unfocused.

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How to Catch Miscommunication

You can’t always see your own blind spots, but you can test them:

• Feedback: Ask current or past clients to describe your brand in one sentence. Compare their answers to your intentions.

• Audit: Review your bio, website, and socials. Do they all say the same thing about you?

• Compare: Look at competitors in your niche. Does your brand stand out, or blend in?

When you align intention with perception, your brand feels clear and trustworthy. People know exactly what you do, who you serve, and why it matters.

Quick Checklist: What to Review in Your Brand Presence

• Is your bio outcome-focused (what clients get, not just what you do)?

• Do your visuals feel consistent across all platforms?

• Does your tone of voice match the emotional response you want to create?

• Can three people outside your business explain what you do?

  
  

If you’re not saying it clearly, someone else will interpret it for you,and their version might not be flattering.

Action step: Ask three people today what they think your brand is about. Compare their answers with your own intentions.

The gap is where your work begins.