yellow ducks in a row illustrating brand consistency

One of the top pieces of advice people give new businesses is “consistency”. Consistency isn’t just important in the products and services you provide. Brand consistency can help build brand recognition that brings in a steady stream of customers.

So why is brand consistency important for a new business? Read on to learn why, as well as how to stay consistent in your branding.

What is brand consistency?

Brand consistency is maintaining a consistent image, look and feel across all aspects of your brand. For example, using the same logo and colors in your store sign as you do in your social media graphics.

There are two aspects to brand consistency: Visual, and messaging.

Visual brand consistency means using the same colors, fonts, and consistently using your logo. Consistency in messaging means using the same brand voice, and grammar standards.

Brand consistency helps build brand recognition and trust, and makes marketing more impactful.

Why is brand consistency important for a new business?

Brand consistency is essential for new businesses because brand consistency is something that takes time to build. The earlier you start, the faster you can start attracting the right audience, building trust in your brand, and creating marketing materials that make sense.

Let’s say you’re opening a high-end restaurant, so you’ve started a social media account and have started posting. You’re posting pop-culture heavy social posts, and use a lot of highly colorful imagery and fun fonts. Does that image fit your candle-lit dining room and $150 a head prices?

These are some reasons brand consistency is so important:

Avoid confusion with brand consistency

As a new business, you want to make it as easy as possible for customers to identify your business.

People are exposed to many different brands every day, and don’t often remember every detail of what they see.

Let’s say you open a hair salon. Your storefront sign has a line drawing of a face with waves for hair. Someone walks down the street and makes a mental note to make an appointment at the salon. A mental note that they immediately forget.

One week later, that person is scrolling on Instagram and comes across your salon’s account. On Instagram, you’ve switched up the logo so it’s more abstract, and just has the waves. Now the potential customer is confused. Was that the salon they had passed by the other week? Many people won’t have the patience to verify, and will simply move in.

People trust things they know

Every time a potential client hears your business name or sees your logo, it gets registered, even slightly, in their memory. The stronger a memory—and therefore connection—someone has to a brand, the more likely they’re to buy from your brand.

Consumers are likelier to choose familiar brands because they seem known, established, and trustworthy.

Brand consistency makes marketing easier

Brand consistency is important for a new business because it makes marketing much easier. When you use your brand elements consistently, it’s much easier to create new marketing materials. From newsletter layouts to your website, or even your Instagram grid, your brand elements give direction to your marketing.

How to create brand consistency

To create a consistent brand experience, you should first create your brand. This includes your logo, colors palette, fonts, and getting clear about your unique value proposition and brand voice.

Sound like a lot? You don’t have to spend a ton of time or money developing your brand. Branding Compass can help you develop your brand in as little as one hour.

Visual brand consistency means:

  • Using the same logo, and/or logotype. Typesetting the name and other elements in a fixed fashion.
  • Choosing a couple of typefaces and using them all the time. Read these tips about working with fonts.
  • Choosing your brand colors and using them as the dominant color scheme throughout your materials—printed or online.
  • Using consistent visual elements across media. Some examples are: always using a certain style of photography, always setting quotations in Garamond Italic, or always having one large color block at the top of the page.
  • Creating “lock-ups” for your elements. This means, for example, a certain way of setting the logo + tagline. These groupings become fixed.
  • Creating design systems that are similar throughout all of your materials. Certain elements should always be the same from a business card to a website to an educational brochure.

Next comes creating messaging that aligns with those values (and vice versa). For example: if one of your core values is being eco-friendly, messaging like “100% renewable energy” or “plant-based materials” will help reinforce this idea in consumers’ minds when they see your products or advertisements.

Brand consistency in your language means:

  • Using the same business name in your logo, in your social media handles and in your domain name.
  • Using the same words and phrases when describing your product or services.
  • Creating a tagline that summarizes your unique value.

Final thoughts

Consistency is one of the most important aspects of branding. It helps your customers recognize your brand and know what to expect.

Consistency is also crucial for building trust, which is essential for the success of any business or organization.
Branding Compass has an easy-to-follow, step-by-step process for designing consistent branding. Start Branding Compass for free.