Lost In The Clouds

When a brand becomes clouded, its identity drifts into confusion, unclear, inconsistent, and hazy. This erodes trust, weakens recognition, and drags down business performance. You’ll see it in scattered messaging: different tones, taglines, and promises popping up like random thunderstorms across platforms with no clear thought or purpose.

These storms are caused by a poorly defined vision, mission, and value proposition, leaving audiences wondering what’s on the horizon and what the brand stands for if they choose to engage with it. Visual elements drift like clouds, the logo, color palette, typography, and imagery float from one channel to the next, undermining immediate recognition. And trying to appeal to everyone always results in connecting with no one.

Tone of voice is another cloud. Sounding serious and buttoned-up in one place, then oddly casual or playful somewhere else, confusing customers instead of connecting with them. Many brands also fall into the trap of chasing every new trend, losing the unique edge that would clear the sky.

All of this is compounded when there’s no central set of brand guidelines, and if they exist, they aren’t enforced. Without focused internal alignment, employees will struggle to understand or support the brand’s values, adding another dark layer of clouds to the brand.

We clear clouded branding by defining who they are, unifying how they show up, and aligning teams behind a coherent identity with the intent to build real emotional connections.