What Your Brand Says About You (Even If You’re Not Aware)

You might think your brand is your logo, your tagline or your colour palette. But here’s the truth: your brand is what people say about you when you’re not around. 

That’s not just a clever quote—it’s backed by research. A 2023 YouGov survey showed that 61% of UK consumers are more likely to buy from a brand they feel emotionally connected to. That connection doesn’t come from your products alone. It comes from what you stand for, how you communicate and what you make people feel. Whether you’re a one-person startup or a company with 100 employees, your brand is working 24/7—even if you’re not. 

Let’s look at what your brand might be saying about you without your knowledge, and more importantly, how to take control of the message. 

What makes up your brand identity? 

Forget buzzwords for a second. Your brand identity is the personality of your business. It’s made up of three main things: 

• Visuals: Your logo, colours, fonts, website design and packaging. 

• Voice: How you speak to customers—on your website, emails, ads, and even your receipts. 

• Values: What you stand for, what you promise, and how you treat people. 
   

All of these add up to form your brand perception—the way others see you. And the key word here is perception. It’s not about what you think. It’s about how your audience feels. 

The invisible power of brand messaging 

People don’t just buy products. They buy stories. If your brand messaging is unclear, inconsistent or boring, people won’t connect. It’s that simple. 

Take Pret A Manger. They don’t just sell sandwiches. They sell freshness, speed and a friendly, urban vibe. Everything—from their menu design to how staff interact with customers—reinforces that. That’s brand messaging done right. 

Now ask yourself: what’s your business really selling? Is it peace of mind? Expert service? Local pride? That needs to be loud and clear in everything you do. 

How your brand may be sending the wrong signals 

You might not mean to confuse people. But that’s what happens when you leave your brand on autopilot. Here are a few common mistakes: 

1. Your design feels dated 
If your website looks like it hasn’t been updated since 2015, people might assume your service is just as old-fashioned. Modern design equals modern thinking. 

2. Your tone is all over the place 
Are you casual on social media but formal on your emails? That confuses customers. Pick a tone that matches your business personality and stick with it. 

3. You don’t stand for anything 
In today’s market, people want to know what you believe in. Do you support local suppliers? Are you focused on sustainability? If you don’t say it, they won’t know it. 

4. You're ignoring your team’s impact 
Every employee is a brand ambassador. A rude receptionist or sloppy email can undo years of good work. 

Branding for startups vs bigger businesses 

Startups often think branding is something for later. But early brand decisions shape how you grow. If you get it right now, everything else becomes easier—marketing, hiring, even pricing. 

Established businesses can suffer from brand fatigue. You’ve been around for a while, and maybe things have drifted. That’s when it’s time for a brand health check. 

Ask yourself: Does our current image still match who we are? If not, don’t panic. A brand refresh doesn’t have to be a full rebrand. Sometimes, a tweak in your messaging or visuals is enough to realign your business identity. 

How to control your brand perception 

Here’s a simple action plan to start taking back control: 

1. Get feedback from real customers 
Don’t assume—ask. What words do customers use to describe your business? What do they think you do better (or worse) than competitors? 

2. Run a brand consistency audit 
Look at your website, social media, printed materials and even your invoices. Are they consistent in design and tone? If not, fix that. 

3. Define your brand voice 
Choose three adjectives that describe your brand’s personality—maybe it’s bold, friendly, and practical. Then make sure every bit of content reflects that. 

4. Train your team 
Everyone on your team should know your brand basics—how to answer calls, how to write emails, how to represent the business in public. 

5. Keep evolving 
Your brand isn’t static. Review it every year. Update your messaging as your business and customers grow. 

Why this matters for growth 

Strong branding builds trust. And trust leads to sales. A 2023 Barclays Business Banking report found that 70% of UK SMEs say brand recognition is vital to long-term growth. It’s not about looking big—it’s about looking right. When your branding reflects your values, your strengths and your personality, you attract the right kind of customer. And when you do that consistently, growth follows. 

The bottom line 

Your brand is talking, whether you’re paying attention or not. Every click, every email, every face-to-face chat adds to the story your business tells. So take control of that story. Be intentional. Be consistent. And above all, be authentic.