Do You Always Need to Be On-Brand?

For B2B business, the concept of being "on brand" is important. However, the question arises: Is it truly necessary to maintain it at all times?

The pressure to be always "on-brand" can be overwhelming for freelancers, entrepreneurs, and established businesses. But does every moment need to be perfectly on-message? The answer is no. Authenticity matters more than polish.

The Myth of Always Being “On”

Branding experts often suggest that professionals should live and breathe their brand at all times. However, research shows that audiences prefer authenticity over perfection.

A study by Sprout Social found that: 64% of consumers want brands to connect with them authentically rather than through over-produced messaging. 57% of people are more likely to buy from a brand they feel relatable to. 80% of consumers say authenticity is important when deciding which brands to support (Stackla).

Why Real Settings Build Trust

Professionals don't need a glossy setup to be taken seriously. A modest environment can signal approachability and transparency. For small business owners and freelancers, this can also communicate lower overhead costs, which can be a competitive advantage.

Check out my original post here.

Authenticity as the Real Differentiator

Instead of worrying about being perfectly "on-brand," professionals should focus on being genuine. Authenticity reduces the pressure of maintaining an image and makes it easier for clients and audiences to connect.

A recent Edelman Trust Barometer report highlighted that: 81% of consumers say they must trust a brand to buy from them. 76% of consumers say they trust brands that demonstrate a sense of purpose and values (Edelman). 73% of consumers say they trust brands that are transparent about their business practices (Label Insight).

By prioritizing authenticity and trust, professionals can build stronger relationships with their audiences and establish a loyal customer base.