Building a brand is one of the most important aspects of growing a business, but it’s easy to get caught up in day-to-day operations and neglect the bigger picture. A brand strategist helps to define, refine, and elevate your brand, ensuring it resonates with your target audience and stays relevant in the market. But how do you know when it’s time to seek their expertise?
Here are five signs provided by Ed Prichard, a London-based brand strategy expert, that indicate you may need a brand strategist to take your business to the next level.
1. Your brand feels outdated or inconsistent
If your brand no longer feels aligned with your business’s current vision, it might be time for a refresh. Trends evolve, and so should your brand. When you look at your logo, colours, messaging, or overall aesthetic, do they reflect who you are today, or are they stuck in the past? An outdated brand can fail to connect with modern audiences, making your business seem irrelevant or out of touch.
Consistency is another telltale sign. If your branding lacks uniformity across different channels—website, social media, packaging—it can confuse customers. A brand strategist will ensure that every touchpoint your audience encounters is cohesive, from your visual identity to your tone of voice. They can develop a unified approach to help your business appear polished and trustworthy.
The need for a refresh can arise from changing market landscapes or a lack of differentiation from competitors.
2. You’re struggling to connect with your target audience
A brand isn’t just about how your business looks—it’s about how it makes people feel. If your messaging isn’t resonating with your target market or you’re attracting the wrong audience altogether, it’s a clear sign that your brand strategy needs work.
Your brand strategy should be built on a deep understanding of who your ideal customers are, what they care about, and what problems they face. If you’re not seeing engagement from your target audience or notice that your brand message isn’t hitting the mark, a brand strategist can help redefine your brand persona and craft messaging that connects emotionally with your audience.
One of the key indicators for needing a new brand identity is a disconnect between your brand and your customers’ needs and desires.*
3. You’re facing increased competition
In a crowded market, having a distinctive brand can be the deciding factor between you and your competitors. If you’re losing market share or finding it difficult to stand out, this could mean that your brand isn’t effectively differentiating itself.
A strong brand strategist will help you analyse your competitors, identify what makes your business unique, and position your brand in a way that emphasises your strengths. Whether it’s through a unique story, a new visual identity, or a sharper tagline, the goal is to ensure your brand has a strong and memorable presence.
Competition is one of the clearest signs that a business needs help with brand strategy, as the right approach can make your brand unforgettable and your product more desirable.
4. Your business is going through major changes
When your business is experiencing a transformation—whether it’s expanding into new markets, launching new products, or merging with another company—it’s crucial that your brand keeps up. Major business changes often come with a shift in goals, values, and audience, and these changes need to be reflected in your branding.
A brand strategist can guide you through this transition and ensure your brand identity evolves in harmony with your business. They’ll help you communicate your new direction in a way that is authentic, clear, and engaging, ensuring your audience understands the change and feels excited to be a part of your growth.
When undergoing such changes, it’s crucial to align your brand identity with your new business strategy to avoid sending mixed messages to your audience.*
5. Your marketing efforts aren’t delivering results
You’re investing in marketing—social media ads, content creation, email campaigns—but you’re not seeing the expected return. This could be because your brand lacks clarity, consistency, or simply isn’t compelling enough to convert leads into customers.
If your marketing feels like a string of disconnected activities rather than a cohesive story, it’s time to rethink your brand strategy. A brand strategist will help align your marketing efforts to create a clear, impactful message that not only captures attention but also builds trust and drives sales.
It’s important to remember that your brand is at the heart of every marketing activity. If the brand isn’t strong, the marketing won’t be either. Investing in brand strategy ensures that every piece of content and every campaign works together to tell a compelling story that moves your business forward.
Your brand is the foundation of your business identity, and when it no longer reflects your mission, fails to connect with your audience, or doesn’t stand out in the market, it’s time to seek professional help. A brand strategist brings a fresh perspective, industry insights, and the skills to help your brand find its voice, stand out, and ultimately succeed.
If any of the above signs sound familiar, don’t hesitate to reach out to a brand strategist. The right strategy can transform not just how you look, but how you’re perceived, and ensure your business continues to grow and thrive. After all, a powerful brand is more than just a logo—it’s the essence of who you are and why your audience should choose you.
