The difference between a good brand and a kickass brand is simply, consistency.

Think of your favourite brand. They seem to have everything figured out, right? From their streamlined website to their product presentation, everything just looks so damn cool. You like them, you like everything they do, and you trust them. Why? Because they nailed their visual voice so it speaks consistently for their brand despite the media platform, and they’ve never left you second-guessing.

Why Brand Consistency Matters

1. Branding is Next Level Marketing

Don’t read consistency as boring. Brand consistency takes you to the next level in marketing. If you nail your visual identity and are consistent in how you apply it, then that’s most of the hard work done.

Your brand is what sets you apart from your competitors. Once you adopt a colour scheme, develop an authentic logo, and apply it to all of your collateral, customers will begin to recognise your brand everywhere they see it and will eliminate any confusion in identifying you in an oh-so-saturated market.

2. Consistency Boosts Your Credibility

When you’re getting to know someone, you start to develop ideas and opinions about them based on your interactions. The same applies to your brand and your visual identity matters just as much as your brand values. It’s important to send the right signals on all levels and across all platforms.

You’ve worked too hard to take the risk on developing and pursuing a creative idea to be lazy when it comes to how your brand is perceived and interacted with. Aim for 110% in every aspect of your business, but especially your visual identity.

3. Consumers Trust Brands They Recognise

Brand recognition is far more than just getting your name out there; it’s about making it easier for consumers to get to know your brand on a personal level; it’s what truly sets you apart from your competitors. No matter how a customer comes into contact with your brand, it’s important that the same message is being conveyed through your logo, colours, and tone of voice to reinforce your relationship with them and maintain their trust.

It’s a common know concept that connecting with emotions is actually more beneficial for brands than trying the logical approach. Creating a brand identity that aligns with your niche market – and sticking with it ­– will undoubtedly help attract your ideal customers and develop the right kind of business relationships.

It’s pretty simple, really. The key to a successful brand identity is consistency and the number one trick is to create and maintain your print materials and digital assets to a high standard.