Brand Alignment is crucial to the success of any business, both on an initial and ongoing basis. If your brand isn’t delivering on its mission and value proposition – or communicating that information in a way that resonates with your target audience – you could end up with reduced engagement, fewer sales, and a lack of clarity on how to move forward. But how do you know if your brand is misaligned and what can you do to fix the problem?

Here, members of Rolling Stones Cultural Council Share some red flags that your brand needs realignment, along with actionable steps to get things back on track.

You cannot articulate your argument concisely

Twisted Sister articulated its brand and mission in three words: “I Wanna Rock.” Could you do it if you had to? The truth is that most people can’t or don’t remember a few simple things about your brand or business. So, refine your fundamental speech to the world and do it by learning to express it with fewer words. Three or less would be… awesome. – Jed Brewer, Good noisy media

Your brand is not meeting your customers where they are

Ask the consumer. Listen to comments on social media or include a QR code linking to comments. I trust the person purchasing and interacting with the product more than anyone else. Listen to them and try to meet them where they are; This is how we get back on track. – Lindsey Bartlett, Fast buds

Your goals and mission are not at the forefront

Difficulty summarizing what a brand is and what it does is the number one symptom we see from clients with misaligned brands. An inspiring mission statement or perfect brand aesthetic is great, but you need to zoom in to keep your overall goals, mission, and operations at the forefront of everything you do, especially if you’re partnering with other agencies. – Evan Nison, NisonCo

You share too many things at once

Doing and saying too much at once can confuse your audience and be the first sign of a misaligned message. Balance your enthusiasm for sharing details by telling a simple story with a timeline that people can follow easily. Avoid releasing random information just to produce content, but reestablish your storytelling with continuity and relevance. – Cynthia Johnson, Bell + Ivy

The Rolling Stones Cultural Council is an invitation-only community for influencers, innovators and creatives. Am I eligible?

Customer reviews have decreased

A major red flag that your brand may need to be more aligned is if you notice a drop in customer reviews or engagement, signaling a potential disconnect between your message and how your audience perceives it. To realign your brand, review your messaging, visuals, and overall positioning to ensure everything aligns with your core values ​​and resonates with your audience. – Kristin Marquet, Marquet Media, LLC

Messaging across all channels seems scattered

A key red flag that your brand might be misaligned is inconsistent messaging across all channels. If your brand voice or values ​​seem scattered, it’s time to refocus. To get back on track, start by reevaluating your core mission and audience, then align every touchpoint (social, marketing, and customer service) around this central message. Consistency builds clarity and confidence. – François Hellyer, tick-tock

People are not resonating with your offerings

A major red flag comes when your target audience no longer engages with your content or products like they used to. If people don’t agree with it, that’s a sign that your message may be wrong. To realign, revisit your core values, seek customer feedback, and adjust your branding to reflect both your mission and the evolving needs of your audience. Authenticity is the key to regaining trust. – Red Rodriguez, SEVERE

Prospects are not willing to pay what you are worth

It’s a question of money. Your brand may be misaligned if you attract customers who aren’t willing to pay what you’re worth. This signals a disconnect between your value proposition and your target audience. To get back on track, refine your messaging to clearly communicate the value and results you deliver, and focus on marketing to an audience who recognizes it and is willing to pay for it. – Jessica BillingsleySona Capital

Visuals, messages and value propositions do not match

Inconsistent messaging across different touchpoints (website, social media, point of purchase, etc.) confuses customers and dilutes brand identity. This can manifest through unclear value propositions, conflicting visuals, or conflicting messages. Some good strategies to address this issue are to conduct a brand audit and realign internal teams. – Matthew Forster, CMS Nashville

Sales plunged

A significant drop in sales is a sign that your brand may need a refresh. Either a new competitor has arrived to steal market share, or people are simply fed up with the brand in relation to their lives. Sometimes all it takes is a new ad campaign, but if a rebrand is necessary, be careful. The teachings of “Old Coke” and “New Coke” are a particularly telling example. – Zain Jaffer, Zain Jaffer Foundation