Still ignoring brand alignment? Here’s what it’s costing you

Branding is one of those things you don’t really notice when it’s cohesive, but absolutely notice when it’s not. That’s why inconsistent branding registers with people, but not in a good way. 

If a brand’s website promises one thing but its social feed contradicts this promise, or its latest email campaign has a completely different tone, it confuses people. But not only that. Over time, a scattered brand presence results in lost traction and missed business opportunities.  

The face(s) of inconsistent branding

What inconsistent branding looks like might surprise you. It goes beyond just the tone of voice or the predictable use of your logo and colours. It also presents like this: 

• A polished website, but you haven’t posted on LinkedIn for 2 years. 

• The tagline on your Facebook page cover photo and email signature differ. 

• You present your services formally in one place, but casually in another. 

• You don’t use filters and styles consistently in your images. 

Every touchpoint in your brand needs to tell the same story to build a cohesive brand identity over time. 

Mixed messages = mixed results

We all know this, but here’s a reminder anyway: people want to feel confident in their purchasing decisions. And to feel confident, they need to trust you. That’s why you need to think about brand alignment first in terms of branding for trust. 

If you show up differently in your responses to Google Reviews than you do when replying to TikTok comments, your clients’ brand perception changes. You need brand consistency across your website, social media, and everywhere else you appear, whether digitally or in print. It’s the foundation of a cohesive brand identity.  

But what exactly is the relationship between brand alignment and trust? 

Inconsistent branding causes confusion. If you can’t show up the same for your business, how will you show up for me? Will I get a return on my investment, or, more seriously, will I see a return at all? 

Confusion inevitably leads to hesitation, which, in a climate of general distrust, will more likely result in a no. 

That’s why branding matters. More than just how people see you, brand consistency is about clarity. And when the message is clear, brand loyalty and even advocacy follow. 

Trust, one step at a time 

On average, a consumer will recall a brand after three interactions. After seven, they begin to remember it. But only after 27 interactions will consumers start to trust a brand. This means that building trust is a long-term strategy that takes time and persistence. 

That’s why brand consistency builds trust. Instead of questioning your reliability, people associate you with safety and credibility. 

Brand consistency across your website and social media is all about reinforcing a single, favourable message. It strengthens memory so that, over time, you become known for the right reasons. 

The payoff of clarity 

Clear branding has a direct impact on your business outcomes. Here’s how: 

• People make decisions faster because they don’t need to decode you and your offer. 

• You get more, better referrals because clients speak confidently about you. 

• You attract clients who are a better fit because you filter the right audience from the start. 

  
  

That’s why your business branding strategy should be designed around clarity first. 

While it can be tempting to differentiate yourself with clever, striking or unexpected branding, it’s more important to ensure your branding makes it very clear what people can expect from you.  

Consistency in action: Western Sydney Tourism Taskforce

Take the Western Sydney Tourism Taskforce (WSTT). Their role is to advocate for the region’s visitor economy and its operators. But like many organisations, their social presence didn’t fully reflect their authority. Updates were sporadic, visuals inconsistent, and the overall brand voice wasn’t as sharp as the work happening behind the scenes.

When RubyOnyx stepped in, the goal was to turn WSTT’s social channels into a consistent, authoritative voice. We designed an editorial structure with clear content pillars, developed a modular visual system for instant recognition, and embedded brand consistency across LinkedIn, Facebook, and Instagram.

The results spoke for themselves. In just one quarter:

• LinkedIn impressions grew 347.67%, with a 688.94% lift in interactions

• Facebook reach rose 752%, powered by community-friendly content

• Instagram interactions jumped 436%, supported by reels and a disciplined hashtag strategy

Most importantly, the quality of engagement improved. The LinkedIn audience shifted toward senior stakeholders in Greater Sydney (exactly the decision-makers WSTT wanted to influence).

Consistency didn’t just make their channels look better. It positioned WSTT as the credible, go-to voice for the region’s visitor economy, turning their digital presence into a driver of authority, advocacy, and growth.

From forgettable to memorable 

Standing out as a brand is not about being the loudest or most out-there voice. It’s not about showing up the most frequently or always having something to say, either. 

Being memorable means occupying a distinct space in your audience’s mind. It means that, when someone sees or hears your name, they instantly recall what you do, who you serve and why you matter. 

It means clients can introduce you without second-guessing themselves and repeat your message without distortion. It means your presence carries further, without you having to push for it. On the contrary, brand consistency and clarity create impact and momentum all on their own. 

Here’s how to create a consistent brand presence: 

• Audit touchpoints for gaps or contradictions

• Define a clear brand voice, values and positioning

• Align visuals, tone and messaging across channels

• Use templates and guidelines for consistency

• Train your team to represent the brand consistently

What is the cost of inconsistent branding for business? 

A scattered brand presence isn’t going to cost you tomorrow, or even next month, but it will cost you significantly over time. While the cost might be hidden initially, it eventually reveals itself in fewer leads, sales and referrals. 

However, it is fixable. With the right strategy, you can bring every touchpoint into alignment and start building the kind of trust that accelerates growth. 

Don’t let inconsistent branding keep costing you. Let’s build your clarity now. Book your discovery call with our team today and take the first step toward a stronger, more consistent brand.