Is your brand an attractor or a barrier? You are the architect. Most brands don't fail because they have a bad product. They fail because they have a "muddled" identity.

Is your brand constantly “trying new things? We may have a bit of a problem. If your LinkedIn looks like a tech startup, but your website looks like a boutique hotel, and your emails sound like a corporate law firm - you don’t have a brand. You have a collection of assets.

Good aesthetics doesn't always equal good results. 
In a sea of "Instagrammable" brands, it’s easy to get lost in the look and feel and what you actually takes a back seat.