Has your brand drifted?
In this episode, we’re talking brand drift — the slow, often unnoticed slide that happens as businesses grow. Standards slip, messaging frays, and before you know it, you’re not presenting the brand you built. A full rebrand isn’t always the answer — sometimes it’s about pausing, tightening what’s gone loose, and realigning around what matters.
Branding Before Breakfast Ep 209 Has your brand drifted?
Today I want to ask you a simple question, which is, has your brand drifted without you realising? Over time, it is very, very easy for standards to slip. You might have new members creating content, different suppliers creating different assets. You’ve probably also got 15,000 AI subscriptions now, and people are creating content, messaging, communications on the fly.
In fact, do you even really know what’s going on? Having a brand audit is not something that’s just saved for a major rebrand. This is something that you should be doing just as a regular health check to make sure that you don’t have small issues that might potentially become bigger problems over time.
It’s about looking at how you’re showing up right now, is it still aligned to your strategy and what you intended?
Are you still standing out against your competitors? Are you still looking like a leading brand? If you are a premium offering, are you still looking like that premium offering? Maybe your brand started to slide and maybe your competitors are putting a better foot forward than you are.
And the other thing is often businesses are evolving. Maybe you are growing, maybe you’re growing quickly and your brand basically needs to catch up to where you are right now.
The good news is a lot of the time it’s not about big expensive fixes. It can be small refinements and quick wins that just make sure that everything is working together holistically as you intended. Maybe it’s tightening up your messaging. Maybe most of your touch points are working for you really well, but maybe there’s one that’s a little bit out of date and needs a little extra love.
And at the same time, you always want to sense check your customer experience. Is there anything there that needs to be refined or improved? Has it slipped in any way? Maybe it’s that you need new tools, training templates, those sorts of things to make sure that the people that are working for you are empowered and have the autonomy to deliver on your brand consistently, because that is so important.
Basically what I’m trying to say is, is your brand working as hard for you as it should be right now in this second?
Written by: Jodie de Vries
Published: April 30, 2025
