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Consistency in branding – Why it’s important


Your brand is more than just a logo. Branding conveys your company’s look, feel and message. It’s often how your customers visually perceive you.
It’s in your company’s best interest to have good, consistent branding. It can have a big impact on how well your business does, and its common knowledge that people are put off by bad design. Did you know that 38% of people will stop engaging with your website if the content or layout is unattractive? That’s a lot of potential customers turning away from your business.

To ensure you’re making the most of your branding, or if you’re looking for a complete rebrand, a keyword to keep in mind is ‘consistency’. It’s vital to have a design that is consistent throughout all media to help drive trust between you and your customers. It shows them you have a clear and important identity that you believe in. Not everything has to look exactly the same, but certain elements – like the typeface you choose to use and the colour scheme – should stay consistent throughout, as this will really help enforce the trust element

Big companies will often have ‘brand guidelines’. These are a set of rules to be followed when designing products for the company to make sure that all promotional material carries the same look and feel throughout.


Different iPad and iPhone adverts

A good example to look at is Apple. Not all of their promotional material is exactly the same but it does carry the same consistent message. The typeface, the clean look and feel, the simplicity, all contribute toward the brand’s message. The outcome of this is that we subconsciously trust what they are telling us because they have become familiar.

Apple are no longer trying to convince customers to shop in their store. Their brand is so consistent that when met with their logo or advert, customers are already thinking about their next purchase without Apple even having to ask.

Maintaining a steady image builds a personality and individuality that people can relate to. If your branding is unorganised and not reflecting what you want it to, then invest in it. An investment in your brand is an investment in your company and its future.

Consistency means you’re easily recognisable to your customers. Familiarity will help people to trust your message which then enforces confidence in your business. People trust what they already know, and they trust brands they recognise, so consistency will encourage customer loyalty.

To make sure your brand is consistent, you should be getting all of your design services from the same company. Having your website designed by one company, and then your printed promotional material designed by another may potentially lead to artwork that does not match.

By having one company take on all of your design needs, you can be confident the designers will build a connection with your brand themselves, to be able to properly portray the message you want to get across.

If you’re worried your branding isn’t consistent, or you’re looking for other design services, then get in touch with us today. We offer everything from Graphic Design to Creative Thinking and much more. We’re on standby to help you make the most of your business.