UK business owners worry branding is not strong enough

Adobe Acrobat has published research showing that 88% of UK business owners do not believe their branding and design are strong enough. The survey covered 350 business owners.

The findings highlight a gap between how owners view branding and how often they act on it. While 72% said branding is essential for keeping customers interested or prompting a purchase, 60% said they do not regularly review it to make improvements.

That disconnect comes as smaller companies compete for consumer attention during a key retail period, when visual identity and consistency across marketing channels can shape how brands are perceived. The data suggests many business owners recognise branding's commercial importance but have not built regular review processes into their operations.

Practical barriers appear to be a significant factor. One in six respondents, or 15%, said they do not know how to reassess their branding, while 10% said they are too busy or do not see it as a priority.

Weaknesses were most visible in digital channels. Almost one in five respondents, or 18%, said their biggest branding weakness was social media visuals, while another 18% pointed to consistency across platforms.

Generational split

The research also found clear differences between age groups in both confidence and behaviour. Younger business leaders were more likely to say their branding needed work, but less likely to review it regularly.

Among Gen Z business owners, 40% said their branding needs significant improvement, compared with 12% of Gen X respondents and 6% of Baby Boomers.

Yet only 20% of Gen Z respondents said they regularly refine their branding, compared with 50% of Baby Boomers. The survey also found that 40% of Gen Z business owners have never reassessed their branding because they do not know how.

The figures suggest a divide between awareness and execution. Younger owners may be more exposed to fast-moving digital trends and more conscious of design demands on social platforms, but they also appear less equipped to carry out structured branding reviews.

Social media was a particular pressure point for younger leaders. Two in five Gen Z respondents, or 40%, said social media visuals were their biggest design weakness. Among Millennials, one in five, or 20%, said consistency across platforms was the main problem, pointing to a broader challenge in maintaining a coherent identity across customer touchpoints.

Brand pressure

The findings reflect the growing role of visual presentation in small business marketing, especially as customer engagement increasingly takes place online. Logos, colour palettes, imagery and platform-specific content now form part of day-to-day competition for attention, even for smaller firms with limited budgets and in-house design resources.

For many business owners, branding is no longer confined to packaging or a company website. It extends to social posts, promotions, digital documents and customer communications, all of which can shape whether a business appears current, credible and recognisable.

The survey suggests many owners are aware of those demands but have not turned that awareness into regular action. A majority said branding matters to customer interest, yet most are not revisiting their materials consistently.

The study examined how business owners approach branding and design, how involved they are in creating brand assets and how confident they feel in their existing branding. The responses indicate that confidence remains low even though the need for stronger branding is widely recognised.

That could have implications beyond seasonal campaigns. Inconsistent visuals across platforms can make it harder for small businesses to build recognition and trust, particularly in crowded online markets where consumers may make quick decisions based as much on appearance as on price or product range.

The data also highlights a skills issue. When 15% of business owners say they do not know how to reassess their branding, it points to a need for simpler processes or external support rather than a lack of awareness alone. Combined with the 10% who cited time pressure, the results suggest branding often slips behind more immediate trading priorities.

Overall, the survey found that 60% of respondents do not regularly review their branding, even though 88% believe their branding and design are not strong enough.