How Brands Lose Their Way. Avoiding the Slippery Slope of Inconsistent Design
One of the most common (and frustrating) things I see in the world of product-based businesses is this:
a beautiful, cohesive brand launches and then six months later, things start to unravel.
Suddenly, the fonts are off. The photography looks like it was taken by different photographers. Packaging variations pop up that don’t quite align. A new logo appears on a random marketing asset that has nothing to do with the original brand mark. And slowly but surely, that clean, professional, elevated brand starts to feel... messy.
So, what happened?
Brand Creep Is Real (and Preventable)
Brand creep is what happens when a brand starts veering off course, often unintentionally. It starts with small decisions: using a different color here, stretching a logo there, hiring a different photographer who has a completely different style.
The problem? Each little choice chips away at your brand equity. What once looked like a tight, premium, consistent brand begins to feel disjointed and amateur.
This is especially dangerous in the luxury space, like home fragrance, personal fragrance, and high-end lifestyle products, where consistency is part of what builds trust, credibility, and perceived value.
Why Brand Consistency Matters
Consumers don’t just buy products, they buy into brands. A cohesive brand tells your customer: we know who we are, we value good design, and we pay attention to detail.
When that consistency breaks down, even slightly, your audience can feel it.
It causes confusion.
It makes your brand feel less premium.
It undermines the trust you’ve worked hard to build.
The truth is, design isn’t just about looking good, it’s about communicating clearly.
And inconsistent design? It really effs screw up your message.
How to Stay On Track
Whether you’re in the early stages or already established, here’s how to keep your brand identity sharp and consistent:
1. Create a Strong Brand Foundation
If your brand started with a logo and a few fonts, that’s a start, but not enough. You need a full visual identity system that includes:
A clear logo suite (primary, secondary, submarks)
Defined typography rules
A cohesive color palette
Brand photography guidelines
Packaging templates
A full branding design system will help you stay grounded.
2. Use a Style Guide (and Stick to It)
Once your identity is defined, document it. A brand style guide makes it easier to stay consistent across designers, photographers, printers, and platforms.
Make sure anyone touching your brand understands what’s on-brand and what’s not.
3. Don’t DIY Your Growth
As your business grows, your design needs will too.
Resist the urge to cut corners by piecing together assets from random freelancers or doing it yourself in Canva or Adobe Express. I know how tempting this will be, you've invested a lot of money and now you feel like you can run with it on your own, but here's the thing, your brand will suffer quicker than you can call back your graphic designer, and it's not worth it. I often see brands start strong and then go off the rails because they didn’t have someone ensuring continuity. Work with a graphic designer who understands your brand and can execute it flawlessly across packaging design, marketing materials, and new product lines. A good designer should be able to pick up where another has left off, like, if you branded with an agency and now decide to hire a freelance designer to keep things consistent.
A good freelance designer should feel like you have your own in-house design team; ready when you need them, easy to reach out to and quick to turn your work around.
Your Brand Is an Ecosystem. Protect It!
Branding isn’t a one-and-done project. It’s an ongoing process that evolves with your business.
If you’ve already invested in creating something beautiful, don’t let that investment unravel.
Need help bringing your brand back into alignment, or keeping it tight as you grow? That’s what I do best. Let’s make sure your brand continues to look and feel as elevated as the products you create. If you're ready, get in touch with me here
