You’ve probably heard the buzz in business circles about the importance of consistency — whether in your social media, marketing, or day-to-day operations. Well, same goes when we talk about branding. Maintaining brand consistency helps you create a cohesive, recognisable presence that communicates trust, professionalism, and personality.
So, what is brand consistency? And how can you make it happen within your business?
What is brand consistency?
Think of your business as a person. They have a unique style - maybe it’s a signature colour palette, a familiar tone of voice, or a certain way of interacting with others. Over time, this person becomes known for these traits. You recognise them instantly, and you know what to expect.
Brand consistency works the same. It’s about maintaining a cohesive identity across all the different touchpoints where your business interacts with customers - from your website to social media, emails, packaging, and beyond. The visuals, tone of voice, and even the way you respond to customer enquiries should all feel like they belong to the same, unified entity.
For example, if your business sends a handwritten thankyou note after every purchase, customers will come to expect that extra personal touch. If one day you stop doing that, the change will be noticed. Similarly, if your brand’s voice is usually professional and polished, and suddenly you post a cheeky joke, it can create confusion and potentially erode trust.
In short - consistency in branding is all about building a recognisable and steady brand image that your audience can connect with (and trust in).
Why should brands be consistent?
There are several reasons why brand consistency is vital to your business, but the most important is this: consistent branding across all platforms has been shown to increase revenue by 23% (Forbes). That’s right - just by maintaining a unified brand, you can make a significant impact on your bottom line. And when your brand design is strategically developed, these results can be even more impressive.
Here’s what consistent branding can do for your business
Builds Trust and Credibility
A consistent brand looks polished and professional. Customers will naturally trust a business that appears steady and reliable because it signals that you take your work and your customers seriously - and you will deliver what you promise.Creates Clear Customer Expectations
A cohesive brand identity helps customers understand your company’s values and personality. When your branding is thoughtfully designed and actioned, it sends a clear message about who you are and what people can expect when they do business with you.Enhances Recognition and Recall
Familiarity is powerful. When your visuals and messaging are consistent, customers will recognise your brand more quickly and spend less time deciphering who you are - leaving more time for them to connect with your message.Streamlines Content Creation
Having a clear brand guide saves you time. Instead of making new design decisions every time you create a social media post, an email, or an ad, you can follow the guidelines you've already established. It also helps you and your team stay focused on revenue-driving activities rather than spending hours on re-inventing and adjusting your designs.
How to maintain brand consistency
Maintaining brand consistency is simpler than it sounds - especially if you have a Brand Book or Style Guide from your graphic designer. This document is like a roadmap for all your brand's visual and communication elements. Use it religiously to guide everything from social media posts to email newsletters, and ensure that everyone on your team or any subcontractors are on the same page.
If you’re working on a DIY budget, here are the key branding decisions you’ll need to make (and stick to!) to maintain consistency:
1. Typography
Heading Font: Choose a font that reflects your brand personality and is easy to read. It should pair well with your logo.
Body Font: This font should be legible across both print and digital platforms, especially for longer sections of text.
2. Colour palette
Primary Colour: This will often be the most prominent colour in your logo. It should be used consistently across all major branding elements.
Secondary Colour: Use this to complement your primary colour. It can be a shade lighter or darker to create visual interest without straying too far from your core brand.
Accent Colour: Reserve this for calls to action, buttons, or special details that need to stand out.
Pro Tip: Stick with your colour palette for at least six months to build recognition and avoid confusing your audience.
3. Templates
Social Media: Create 6-10 templates in a tool like Canva for different types of posts.
Email Newsletters: Have 2-3 templates for different types of communication, such as regular updates or special announcements.
Ads: Develop 6-10 ad templates, and test which ones perform best before narrowing down your options.
Templates streamline content creation and ensure a consistent look across all channels. Need help creating designs for your different platforms? We can help!
4. Use of imagery
Stick to a consistent style of photography or illustration. Whether your brand leans more toward clean, minimalist visuals or playful, colourful designs, consistency in imagery builds a stronger, more unified brand identity.
The power of familiarity
From a designer’s perspective, the most common mistake we see with DIY branding is inconsistency in fonts, colours, or overall style. When businesses switch things up too often, it confuses their audience and diminishes the strength of their brand identity.
Stick with your chosen design elements for at least 4-6 months before making any major changes. Remember, it takes time for new marketing to generate results. If you’re feeling uncertain halfway through, don’t give up - trust the process, and you’ll start to see the rewards.
Brand consistency makes it easier for customers to engage with your business, build loyalty, and feel like they truly know your brand. When you’re consistent, you’re laying the groundwork for a long-term relationship with your audience - one that leads to greater clarity, trust, and sales.
If you need a hand designing your branding and developing your brand guide or templates, our Brisbane-based design team is here to help. Get in touch, and let’s make your business unforgettable.
At Harbrow Creations, we work with all types of businesses
We have worked with large corporations, small local businesses, and everything in between. Type of industry isn’t a problem either, as we have worked with the construction industry, hospitality, vehicle manufacturers, medical clinics, marketing agencies, and retailers – you get the idea!
Book your Free 45 minutes Design Assessment with our team today!
