Studio Lago Design still life image square

Why brand consistency is so important

Apr 3, 2022

Picture the situation: You’re on the sofa bingeing on your current favourite series and the annoying ads break comes round for the millionth time at the crucial cliffhanger moment. You mute the TV because, annoying ads, and one commercial comes on that you haven’t seen before. From its mood, colours, lighting you instantly know it’s an ad from a specific brand. This is without seeing their brand or hearing the music they use or voiceover. Massive congrats to this company. They’ve built up brand consistency and an identity that’s recognisable to consumers instantly.

In this blog post, I’ll take a proper look at what brand consistency is and what can do to help your business create a successful, sustainable and recognisable brand, including:

  • What is brand consistency and what does it mean to you?
  • How brand consistency helps build brand recognition
  • How brand consistency will help you build trust and loyalty
  • How brand consistency can help you build connections with your audience
  • How brand consistency can set you apart from your competitors
  • Tips on how you can start building a more consistent brand today

What is brand consistency and what does it mean to you?

Brand consistency is how an organisation delivers messages aligned with its core values, customer experience and brand identity elements. Brand consistency ensures that your brand is easily recognisable across all your social media platforms and touch points including your website, email marketing and any other ways you communicate to your community and your clients. 

For you as a business owner, brand consistency means always delivering messages that are in line with the identity and values of your brand. It means that your target audience is exposed to the same core messages repeatedly. The more consistent your messaging, the more consistent your branding. 

Brand consistency and why it's important

How brand consistency helps build brand recognition

When building up a brand, the most important objective to strive for is brand recognition. You want your target audience to begin recognising who you are, what you stand for and how you can solve their problem with your product or service. As a brand you should always strive to be instantly recognisable to your audience. By being consistent in your visual branding but also in your messaging and everything you say, over time, your business will stand out above the competition and stick in people’s minds.

How brand consistency will help you build trust and loyalty

Trust is such an important factor when it comes to building your community and selling your product or service. Brand recognition is all about spreading the word about what you do, but it’s also about getting to know you brand on a personal level. You may have heard of the ‘know, like and trust factor’. Trust is important because much of the time people’s purchases are made on an emotional level rather than for practical reasons. Once you have built up trust, you can sell to people who feel they will know what you expect when buying from you.

Brand consistency and why it's important

How brand consistency can help you build connections with your audience

Speaking of emotions, consistently communicating positive messages can also help evoke positive emotions from your target audience. Over time, it’s possible to build up a brand that your audience will associate with certain positive emotions, whether your brand gives them energy, makes them happy, inspires them or motivates them. This means your brand can have an enormous impact on people, making them far more likely to buy from you.

How brand consistency can set you apart from your competitors

When in a competitive or saturated market, brand consistency can really help set you apart from your competitors. Ensuring that your brand is consistent visually, but also in your messaging can give you the edge when potential clients are making a decision between your offer and that of others. It can help confirm trust and the reason they were drawn to you in the first place. A lot of businesses don’t consider brand consistency as an important factor, or understand how powerful it is, meaning this will put you head and shoulders above them.

Brand consistency and why it's important

Tips on how you can start building a more consistent brand today

Great news! You can set the wheels in motion to build a more consistent brand from today. 

It’s worth remembering that in this digital age, it’s so important to build up the know like and trust factor that I mentioned earlier, and that’s what we’re aiming for with your brand consistency.

Put a name to your brand

The first thing I recommend is to add in some form of personal branding. Quite simply, this is putting a face to your brand. Who are you? What’s your story? Is there any information about you or your team on your website or on social media? When so many purchasing decisions now happen online, it’s so important to add that personal touch to your brand. Get some photos of yourself on your website. Professionally shot on brand ones are highly recommended, but not essential to begin with. Get some shots of you in your working environment. Not only is this important because people want to buy from people and connect, but also, let’s be honest, as humans we’re nosy. People want to know what you get up to. This also adds a uniqueness to your brand that no other business can replicate. You are you and that is your superpower.

Make sure you’re using a consistent colour palette and typography

The colours you use are so important in communicating your brand and keeping them consistent across platform is essential. I often see businesses creating their own social media posts and using completely different colour than this used on their website. This will dilute your brand and confuse your audience. Instead, but creating a consistent use of colour across platforms can much more quickly help you build up a more quickly recognisable brand and take your clients from being followers on one platform to being customers on another. 

Your typography choices can also help you quickly build up brand recognition. If you’re using an instantly recognisable typeface across platforms that communicates the personality of your brand you can use this in combination with the rest of your visual branding to build up brand awareness and ultimately build up trust and loyalty with your target audience.

Canva is an amazing free tool you can use to help you create a colour palette and start looking into your typography options. It features a brand kit that will help you keep consistent with your colours and typography across everything you create on the platform.

Use a brand style guide and keep everything on brand

It can be a daunting task ensuring brand consistency across all touch points. One way you can help make this easier for yourself if you aren’t working with a designer is to create a brand style guide. This is a document that defines your brand elements and branding elements to keep you and anyone in your team on the same page and keep all your messaging on brand. It should include your mission, colour palette, typography including how fonts are used as readings or paragraphs, photo and imagery styles, copy guidelines and any other visual information you might need to maintain consistency. If you work with a branding designer, this is something they should create for you to guide you through how to use your branding attributes once they hand over to you.

Go back to your values and goals and identifying your ideal client


You might be having issues working out what your branding should be and what it should look like, so I recommend going back to basics. Sitting down and going over or sometimes re-evaluating your mission, goals and your brand values can often help inspire you. As well as this, remembering who it is you ultimately want to serve can help you remember who you’re trying to communicate with and how you should be speaking to them. I recommended going back to the above often as we can often lose track of these essentials and get caught up in what others are doing around us.


Be consistent in what you say

Finally, what you say and how you say it is so important. This is a part of branding that often gets forgotten about or left until later. With your messaging, it’s so important to consider who you are speaking to. The copy you have on your website and captions you use on social media should be created to speak directly to your ideal customers. But remember to keep it consistent across platforms. It’s also useful for creating content for different platforms to repurpose your copy, so say you create a blog post, you can then use snippets of what you say in your blog post in your social media posts keeping it all consistent everywhere.

If you’re stuck with keeping your brand consistent or you still don’t know where to start, I can help. I offer a number of branding packages as well as brand consistency power hours to help you start building an instantly recognisable brand that will help you stand out from the crowd. Get in touch to see how I can help you.

About the designer...

Hi! I’m Katie. Helping busy business owners create bold online brands and stand-out, non-boring websites is my jam. I’m passionate about giving once-upon-a-time-website DIYers, ambitious entrepreneurs and founders back the time to focus on doing the things they love the most in their businesses, giving them clarity in their online presence and the confidence to grow big!

Through this blog and on social media I share my advice and best practices with  business owners on how to build strong brands that will start attracting their dream customers and website that work by focusing on strategy and business goals.

When I’m not working with inspiring business owners or designing wedding cakes, you’ll probably find me dreaming of what my next meal will be, the best fruit garnishes for a gin and tonic or where we’ll travel to on our next adventure.

The latest on the blog

6 ways to keep visitors on your website for longer

Picture this: You walk into a shop, and within seconds, you're either hooked or ready to leave empty handed. Well, this is exactly the same for your website's homepage. The homepage hero section is the flashy front row seat that can make or break the show. It’s the bit at the top of your homepage that will do all the hard work when visitors first land on your site. Here’s why the homepage hero...

6 Common website mistakes and how to fix them

I’ve seen my fair share of websites that don’t pull their weight for business owners in my time, and I'm here to spill the beans on some of the most common website mistakes I've seen in my design adventures. Plus, I'll throw in some expert tips on how to fix them. So, I’m laying these out so you don’t make those same mistakes… Mistake #1: Lack of clarity on your offer Ever visited a website and...
Designing at desktop computer aerial view- Studio Lago Design

Website must-haves for booking more clients

I’ve created a lot of websites for different kinds of creative service providers, and while every client and business is unique, there are a few things that ring true every time. All the clients I create websites for want to attract more of their ‘people’ and elevate their businesses whilst assessing their services and raising their prices. So,  I'm here to spill the beans on a topic near and...
Studio Lago Design- Learn English with Niva Desktop website view

5 Reasons Why Your Business Can’t Afford to Not Have a Website

Today I’m tackling the big question, “Do I really need a website for my business?” You might know that websites are important, but not that important for you and your type of business. Maybe you know that websites work for other businesses but you might still be thinking one isn’t needed for you. Are you thinking you can get by without one and just sell things for free on social media or Etsy?...
Studio Lago Design- Bud and bloom Mobile mock up banner

How to never run out of content ideas for your business

Keeping a consistent flow of fresh content for your business can feel like a massive challenge, but with a bit of creativity and planning, you can avoid running out of content ideas. Here's a roadmap to ensure you always have engaging content to share: Understand Your Audience: Know your target audience inside out. What are their interests, pain points, and preferences? Understanding them will...
Studio Lago Design Malarkey Cakes Website mock up

Why Your Business Needs a Website in 2023

I know it might seem like the world is all about social media and instant messaging these days, but guess what? Having a website for your small business is still as essential as ever, and I'm here to break down all the reasons why. And it’s not just because I’m a branding and website designer that I’m telling you this, but as a fellow business owner. Having been in the website design game for...

Is a DIY website really a good idea?

I see you're on the brink of a digital journey, ready to venture into the vast realm of online presence. Before you don your tech armor and plunge into the world of DIY website creation, allow me, a battle-hardened website designer, to shed some light on why this might not be the best strategy for your business. Grab a seat, and let's delve into the reasons why you should think twice before...
Studio Lago Design- Abstract Events Desktop website view

Why Modern Businesses Need Website Designers More Than Ever

Your website is the face of your business – it's like your digital storefront, open 24/7, welcoming potential customers and potentially from all corners of the globe. There are now endless possibilities for creating websites and taking the DIY route is a popular, low-cost option. But is putting together your own website and hoping for the best such a good idea?   Would you buy from your...
Studio Lago Design- Learn English with Niva Mobile website view

How a Well-Designed Website Can Boost Your Business

A well-designed website can work wonders for businesses of all sizes. Whether you're a small service based business or a growing online enterprise, having a killer website can be a game-changer. So, let's getinto how a well-designed website can give your business the boost it deserves.   First Impressions Matter Picture this: a potential customer hears about your business, and the first...

Why blog in 2023 and how to do it

I've got news for you: blogging is still rocking the digital world in 2023! Yep, you heard that right – it's not an old-school trend; it's a tried-and-tested method to build your brand, connect with your audience, and increase your online presence. It’s worked so well in helping me grow my business, so I want to share all the tips with you on how it can help you build yours too.   Why...