Print ten years of your posts and pin them to a wall, half-year by half-year. Then answer one question: would a stranger say this is one company?
Most walls look like this:
The early days, posting to mates.
The "make it look professional" years.
The launch that came in fragments.
The new look from the 2019 trade show.
The post-COVID relaunch. Different designer, different look.
The year six looks ran at once, ending in a feed of staff announcements.
Nobody decided any of it. It happened one designer, one campaign, one trade show at a time. Each new hand brought a new look, and nothing survived the handover.
Brand is what survives handovers. If every burst resets the look, you've paid for ten years of advertising and own nothing.
Here's the part most founders get wrong next: they look at the wall and hire designer number seven. But the designers were never the problem. The problem is nobody owned the thread between them. Continuity isn't a design problem. It's a direction problem.
The wall test costs nothing, and most founders never do it. Do it before you brief anyone. Including me.