Cognitive dissonance is something I see all the time in branding—and it can be deadly. Although the term that sounds like it belongs in a psychology textbook and psychology textbook only, in reality, it is not.
As someone who has spent countless hours in media training sessions with clients, I’ve come to recognize how cognitive dissonance can creep in, subtly at first, until it begins to erode trust, clarity, and connection with yourself and your audience.
A client once told me to cut a part out from a video content we were making, saying that it made him look “weak.” The clip showed his struggles during the pandemic—a moment of vulnerability I believed would make him relatable. “I don’t want to present myself like that,” he insisted.
Later, he dropped the bombshell: “I don’t want to do video content anymore. It doesn’t feel like me.” Uh oh—authenticity crisis, incoming.
Here’s the thing: cognitive dissonance in branding doesn’t just affect the way others perceive it; it affects the way you perceive yourself. Addressing inconsistencies is one of the most critical things you can do to protect your brand.
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What Is Cognitive Dissonance in Branding?
Cognitive dissonance is when there is a gap between your actions, words, or messaging and your values, beliefs, or identity. Cognitive dissonance in branding is an inconsistency between what your brand says and what it does. And trust me, your audience will notice that gap—even if you don’t think they will.
I know of a manager who infamously said that “mental health doesn’t exist” along with his other disregard towards the team’s wellbeing and career growth. When there was an incident report relating to mental health came about around the office, he projected his personal brand differently to seem more caring about the subject matter. He noticeably spoke more about his compassion for his team and it was noticeably awkward for the team upon hearing it.
For business brands, this disconnect can show up in many ways, here are the most common ones:
- A luxury brand cutting corners on quality while marketing exclusivity in their products.
- A CEO promoting transparency and open-door policy while withholding critical information.
- An organization preaching ESG values but being caught in environmentally harmful practices.
“Cognitive dissonance is an inconsistency between what your brand says and what it does. And trust me, your audience will notice that gap—even if you don’t think they will.”
Why Cognitive Dissonance Can Kill Your Brand
It Breeds Distrust
In branding, trust is everything. People want to believe that your brand is true to its values. When your actions contradict your messaging, it creates cognitive dissonance for your audience, leaving them feeling confused and skeptical. And confused people retract because it feels unsafe.
I’ve seen this play out during media training sessions. A client was prepping for a series of media interviews championing ethical business practices. But when we reviewed the talking points, we noticed that the messaging didn’t align with how their company operated internally. The disconnect wasn’t intentional, but it was enough to raise questions about their authenticity.
Trust is difficult to build and even more difficult to repair. Once people feel like your brand is inconsistent or insincere, it takes even more effort to win them back.
It Weakens Brand Identity
A strong brand is clear and consistent. Cognitive dissonance in a brand dilutes both. When your brand sends mixed signals, it becomes harder for people to understand who you are and what you stand for. A defined brand helps you cut through the noise.
This is seen a lot in tech startups where their brands are bold and innovative. However, their media messaging tends to sound overly cautious and corporate as they err on the side of caution. This leaves audiences feeling unsure of what the brand really represents.
“When your brand sends mixed signals, it becomes harder for people to understand who you are and what you stand for.”
It Drains Confidence
Cognitive dissonance I’m branding doesn’t just affect your audience; it affects you and your team. When your messaging feels out of sync with your actions or values, it creates an internal tension that can lead to self-doubt and second-guessing.
The manager mentioned earlier—the cognitive dissonance in his personal brand created a myriad of questions within his team. And for himself? He was often seen feeling uneasy—tense body language, tone, and delivery, undermining their confidence and credibility—being in the organization. However, instead of addressing the matter, he left for another organization soon after to start afresh.
How to Save Your Brand from Cognitive Dissonance
The good news is that cognitive dissonance isn’t a death sentence for your brand. Here’s how you can address it and prevent it from causing long-term damage.
Reconnect with Your Core Values
When I work with clients, one of the first things I do is revisit their core values. What does your brand stand for? What principles guide your decisions? If your messaging or actions don’t align with these values, it’s time for a reset to avoid cognitive dissonance in branding.
For the ethical business advocate I mentioned earlier, we paused their media training to work on aligning their internal operations with their values. Once they made tangible changes, their messaging felt authentic, and their confidence in interviews visibly soared.
Action Step: Conduct a brand audit to identify gaps between your values, actions, and messaging.
Be Transparent About Imperfections
Nobody’s perfect, and audiences don’t expect brands to be. What they do expect is honesty. If there’s a gap between your brand’s messaging and reality, acknowledge it and share your plan to address it.
I once trained a CEO preparing to face tough questions about their company’s environmental impact. Instead of dodging the issue, they owned up to the shortcomings and outlined actionable steps the company was taking to improve. The result? They came across as genuine and proactive, not defensive. It also inspired others in the same industry to do the same as it was admittedly an industry-wide issue.
Action Step: If there’s a disconnect in your brand, address it openly and focus on solutions.
Align Messaging Across Teams
Cognitive dissonance often arises when different parts of an organization aren’t on the same page. Marketing says one thing, operations does another, and leadership communicates something entirely different.
During a training session with a multinational brand, I noticed their executives and marketing teams had wildly different interpretations of their mission statement. We held a workshop to align everyone’s understanding, which led to more cohesive messaging across all channels.
Action Step: Host alignment sessions to ensure all teams understand and embody your brand’s core identity.
Test Your Messaging
Sometimes, cognitive dissonance in branding happens because your messaging doesn’t land the way you think it will. What feels aligned internally might come across as inconsistent externally.
In one media training session, I encouraged a client to test their talking points with a focus group before their big interview. The feedback revealed subtle inconsistencies that we were able to adjust, creating a more cohesive narrative.
Action Step: Test your messaging with trusted advisors or focus groups to identify and address potential disconnects.
Walk the Talk
This might sound obvious, but it’s worth repeating: your actions must align with your words. If you claim to value diversity, ensure your hiring practices reflect that. If you promote innovation, empower your team to take creative risks.
One of the most powerful examples I’ve seen was a client who invested in employee wellness programs to back up their “people-first” messaging. It wasn’t just talk—it was action, and it reinforced their brand’s authenticity at every level.
Action Step: Regularly evaluate whether your actions reflect your messaging and values.
Keep It Real, Always
Cognitive dissonance in branding is a silent killer, but it’s also an opportunity for growth. When you confront the gaps between your brand’s messaging and actions, you create space for authenticity, trust, and stronger connections with your audience more efficiently too.
For me, media training isn’t just about preparing clients for interviews; it’s about helping them show up as their truest, most aligned selves. Because when your brand is consistent and authentic, it doesn’t just survive—it thrives. This applies to both B2C and B2B brands.
If you’re feeling that tension, that nagging sense that something doesn’t quite add up, don’t ignore it. Lean into it, ask the hard questions, and make the changes necessary to bring your brand back into alignment.
Trust me, your audience—and your confidence—will thank you.
