I was recently asked in a market research call if I liked the brand the caller was using and if I felt it was professional. After talking to her for a while, I felt that her brand wasn’t reflecting her professionalism or herself. It was a mismatch. The colors didn’t fit, the font was too girly and too young for her audience, and the art direction in photography just wasn’t aligning.

If you feel like your brand isn’t matching your audience or even yourself, it’s time to take a closer look.

Here are three things to check to validate if your brand is on point:

1. Evaluate Your Color Palette

Colors speak volumes about your brand. They evoke emotions and can influence perceptions.

• Does your color scheme reflect your brand’s personality?
  For example, blues often convey trust and professionalism, while vibrant colors like reds and oranges can express excitement and energy.
• Is it appealing to your target audience?
  Different demographics may respond differently to certain colors.
• Does it stand out in your industry?
  While it’s good to align with industry norms, having a unique palette can make you memorable.

Tip: If your colors feel off, try creating a mood board with colors that resonate with your brand values and see how they fit together.

2. Scrutinize Your Typography

Fonts are more than just letters; they’re an extension of your brand’s voice.

• Is your font appropriate for your audience?
  A playful, whimsical font might not suit a law firm but could be perfect for a children’s toy store.
• Is it legible across all mediums?
  Fancy fonts can be hard to read, especially on smaller screens.
• Does it match your brand’s tone?
  The right font can enhance your message, while the wrong one can detract from it.

Tip: Stick to two or three fonts to maintain consistency and consider how they pair together.

3. Review Your Visual Elements and Photography

Visuals are the first thing people notice.

• Are your images consistent in style and quality?
  Inconsistent visuals can make your brand look unprofessional.
• Do they reflect your brand’s message?
  Every image should support the story you’re telling.
• Are they tailored to your audience?
  The imagery should resonate with those you’re trying to reach.

Tip: Create guidelines for your visual content to ensure consistency across all platforms.

If you’re feeling that your brand isn’t quite hitting the mark, don’t worry—you’re not alone.
Aligning your brand with who you are and who you want to reach is a journey, and sometimes we all need a little help along the way.

Ready to Make Your Brand Shine? Let’s Work Together!