Visual brand gap - a threat to brand consistency

Only 39 % of employees feel confident in dealing with visual design, while more and more decisions are being made outside the marketing departments. As a result, brand identities are losing consistency.

Visual decisions without voting

Visual communication is no longer the exclusive domain of marketing departments. According to a survey of 598 specialists and managers, 54 % of management and 47 % of HR departments regularly decide on visual content independently and without consulting brand managers. "Every presentation, every job advertisement, every internal memo shapes the brand image - usually in an uncontrolled and inconsistent manner," warns Per Kasch, founder of Sight Effect.

Lack of confidence in one's own competence

The core problem lies in a lack of confidence in dealing with visual design. Just 39 % of all respondents consider themselves competent, and in marketing and branding teams this figure is only 50 %. Confidence in the assessment of visual impact is even lower: only 26 % feel confident in this area. This deficit costs time and efficiency. A total of 60 % report delays in content creation processes.

Internal processes remain weak

Although 46 % of respondents state that there are internal guidelines for visual design. However, only 54 % consistently adhere to them, and only 49 % rate the processes as effective. This means that almost half of all visual decisions are based on intuition rather than strategic principles - with correspondingly high risks for brand consistency.

AI as hope - and risk

A further area of tension can be seen in the use of artificial intelligence. 60 % of respondents consider generative AI to be increasingly important, but only 46 % believe that AI content meets quality requirements. "AI tools are not a panacea. They require precise control by visual experts to ensure brand consistency," emphasizes Kasch.

Dependence on external parties

The study also makes it clear that internal expertise is lacking: only 23 % believe there is sufficient expertise within the company. Many rely on external agencies, but only 45 % of those surveyed are convinced that service providers really understand their brand.

Call for further training

Most employees have already recognized the solution: A total of 82 % are dissatisfied with their knowledge and want to actively improve it. For Kasch, this is a clear signal: "Building internal visual competence through training and further education is no longer a nice-to-have, but a strategic must."

Visual competence as a competitive factor

The study also shows that at a time when millions of new AI images are created every day, visual consistency is becoming a decisive success factor. Companies that establish binding standards, professionalize processes and make targeted investments in internal skills not only secure their brand identity, but also their competitiveness.

The representative survey was conducted online in January 2025 and provides in-depth insights into the potential of visual brand communication. 598 professionals with a connection to visual communication from German-speaking and French-speaking Switzerland took part. The complete study report 

Sight Effect was founded in 2024 by renowned advertising photographer and brand specialist Per Kasch to help companies close their visual brand gap. The SightE ffect method combines strategic brand management with practical training to increase visual competence in teams.