Your Brand is Talking About You When You’re Not There
Let’s say someone picks up your business card, stumbles across your website, or scrolls past a post on your feed.
You're not actually there.
But your branding is.
And whether it’s strategic or not, your brand is doing the talking.
The Silent Spokesperson You Can’t Ignore
Branding doesn’t stop when you hit “send” on the email, leave the networking event, or logoff the Zoom call. It’s still working, or not, even when you're not. Your logo, website, emails, colors, photos, and tone of voice are all speaking for you 24/7. The question is: are they saying what you want them to say?
A confusing website, inconsistent visuals, or off-brand messaging can quickly send the wrong signal, and by “wrong,” we mean, the one you didn’t intend to send. You might think you're being “minimal,” but potential clients might read it as underdeveloped or untrustworthy. You might aim for “fun and friendly,” but land somewhere closer to chaotic. Or maybe, you were just needing to get that proverbial shingle hung fast, and you used what you had in front of you at the time to get that website out in the world. And that’s great, it’s better to be visible and to get the show on the road than to wait for the perfect logo to launch. But, eventually, you’ll need to put some intentionality behind your brand in order for your business to evolve.
No Design Is Still a Design
If it’s visible, it’s designed. Which means that whatever you’re putting out these is your brand, whether you intended it or not. That’s what we call unintentional branding. And while DIY or templated branding can be a great and often necessary starting point, it often lacks the nuance needed to say something that truly differentiates and distinguishes your business. And, it might be saying the exact opposite of what you actually want to stand for.
Homemade branding communicates that your business is, well, homemade. That might work if that’s the vibe you’re going for intentionally. But if you’re in the business of wealth management, an attorney, a therapist, or any kind of high-end consultant, in high likelihood, that’s not how you intend to position yourself in the market.
The takeaway? Everything visible is communicating something. If you don’t consciously decide what that is, your audience will decide for you.
So... What Is Your Brand Saying?
Here are a few questions we ask our clients when evaluating whether their branding is working for them — or against them:
Does my visual identity match the quality of my work?
Your branding should not only reflect the level of professionalism, care, and attention you bring to your business, it should say something that distinguishes you from others in your field. If you're a high-end service provider but your logo looks like it came from a free Canva template (no judgement, by the way, lots of micro and small businesses start there), there’s a mismatch. If you’re selling $3,000 coaching packages, but your website feels DIY or unpolished, your audience might second-guess the value — even if your real world results are stellar.
Ask yourself: Would someone trust my expertise based on how my brand looks? Does my brand look like it's worth the prices I charge?
Do my colors, fonts, and photos speak to the people I want to reach?
Design is visual language, and for it to be effective, it needs to accurately translate what it is that you do and stand for, while taking into consideration WHO you are trying to reach. Different visual elements resonate with different types of audiences, and you need to know who they are so you can speak their visual language. Soft pastels and whimsical fonts might work for a children’s brand, but, and this is probably obvious, that would be a dramatic mismatch for an audience of B2B consultants or health tech investors. Similarly, using serious or corporate aesthetics might alienate a wellness-focused or creative audience.
Ask yourself: Do my visual choices match my clients’ expectations, tastes, and values? Do they see themselves reflected in my brand?
If someone landed on my site right now, what impression would they get?
This one’s big. Your homepage is like your storefront, and if you don’t have a brick and mortar location, it IS your storefront. If a potential client can’t tell what you do, who you serve, or what makes you different within 5–10 seconds, they’ll likely bounce. A beautiful brand without clear messaging is still a missed opportunity.
Ask yourself: If a stranger landed on my site, would they immediately understand what I offer, who I help, and why it matters?
If you’re finding yourself at a stage of business growth that requires some brand exploration, we’re here to help. This is exactly why we host the Alkimie Brand Clinic, a free monthly Q&A where we help you figure out what’s working, what’s not, and what to do next.
Branding is a stand-in for your actual presence. Let’s make sure it’s respresentin’.