Why Brand Consistency Is So Important

April 22, 2021News

“Successful small business owners … commit to consistent, ongoing marketing … [they] view marketing as an investment, not an expense – because that’s exactly what it is!” — Joy Gendusa, sbmarketingtools.com

Branding provides the glue of consistency in your message — both your words and visuals — speeding up the trust- and awareness-building process. Consistent branding reinforces to your customers that you are the best option.

When it comes to branding, “consistency is key”: It takes time and repetition for customers to become aware, remember, trust and consider you. Showing up consistently is key to building brand recognition:

1) Brand consistency is about establishing trust:

In order for people to trust you, they have to feel like they know you.
In order for them to know you, they must be aware of you, recognize and remember you.
In order for people to recognize and remember you, you must show up consistently.

2) Create a distinct visual brand identity:

Visual cues are powerful for brand recognition: use your logo on everything and stick to the same fonts and colors.
Create a consistent visual style for consumers to see whenever they interact with you, making it easier to nurture trust and be remembered.
If your brand visuals start to feel repetitive, that means you are doing it right.

3) Establish consistency with your brand voice and message:

Determine your brand personality: how casual, formal, clever, humorous, edgy, etc., your copy should be.
Be clear about what you offer, who it’s for, how you do it differently – it’s the foundation of your brand message and you want it to be easy for people to understand.
These personality qualities should shine through in your marketing messages so consumers recognize your product/service just by reading your brand copy.

4) Create guidelines to maintain brand consistency:

Make sure that your logo, fonts, imagery and messaging are consistent.
A brand guideline should include usage of your logo, color palette, brand fonts and consistent patterns.
Create a brand board – a quick reference guide to your brand’s unique style and visual identity*.

Branding provides the glue of consistency in your message — both your words and visuals — speeding up the trust- and awareness-building process. Consistent branding reinforces to your customers that you are the best option.

Source: Taughnee Stone-endeavorcreative.com; *productiveandfree.com

Why Brand Consistency Is So Important

“Successful small business owners … commit to consistent, ongoing marketing … [they] view marketing as an investment, not an expense – because that’s exactly what it is!” — Joy Gendusa, sbmarketingtools.com

When it comes to branding, “consistency is key”: It takes time and repetition for customers to become aware, remember, trust and consider you. Showing up consistently is key to building brand recognition:

1) Brand consistency is about establishing trust:

In order for people to trust you, they have to feel like they know you.

In order for them to know you, they must be aware of you, recognize and remember you.

In order for people to recognize and remember you, you must show up consistently.

2) Create a distinct visual brand identity:

Visual cues are powerful for brand recognition: use your logo on everything and stick to the same fonts and colors.

Create a consistent visual style for consumers to see whenever they interact with you, making it easier to nurture trust and be remembered.

If your brand visuals start to feel repetitive, that means you are doing it right.

3) Establish consistency with your brand voice and message:

Determine your brand personality: how casual, formal, clever, humorous, edgy, etc., your copy should be.

Be clear about what you offer, who it’s for, how you do it differently – it’s the foundation of your brand message and you want it to be easy for people to understand.

These personality qualities should shine through in your marketing messages so consumers recognize your product/service just by reading your brand copy.

4) Create guidelines to maintain brand consistency:

Make sure that your logo, fonts, imagery and messaging are consistent.

A brand guideline should include usage of your logo, color palette, brand fonts and consistent patterns.

Create a brand board – a quick reference guide to your brand’s unique style and visual identity*.

Branding provides the glue of consistency in your message — both your words and visuals — speeding up the trust- and awareness-building process. Consistent branding reinforces to your customers that you are the best option.