Why Consistency Builds Better Brands
Is your brand feeling a little chaotic? (Sorry for the pun) One day you’re using one font for your logo, the next day you’ve swapped it out because something else looks cuter. Or maybe you’ve been sucked into Canva, using a bunch of different templates for your socials because they all seem to fit the vibe today. Sound familiar?
I’m going to be a little brutal with you: your fear of commitment (in branding, at least) is going to hurt your business in the long run.
Why? Because consistency is key. Not only does it make your brand easy to spot, but it also builds trust, helps you stand out, and strengthens your overall brand identity. When everything aligns—your website, social media, emails, and even your packaging—people get a crystal-clear picture of who you are and what you stand for.
How Consistency Shapes Your Brand
Recognition – When your branding is consistent, people don’t have to guess who you are. They recognise your brand straight away. Whether it’s scrolling through Instagram or spotting a product on a store shelf, your brand should stand out and be familiar. Think of it like bumping into a friend—you know it’s them because they’ve got their unique style that’s unmistakable.
Trust – Humans love consistency. It makes us feel safe. When your brand looks and feels the same across all touchpoints, it signals professionalism and reliability. People trust brands that don’t change their look every other week. If your branding is all over the place, people might think your business is disorganised—or worse, untrustworthy.
Professionalism – You know that feeling when you receive a beautifully branded package, and it’s exactly what you expected? That’s what consistent branding does—it elevates your brand. It gives your business that polished, “I know what I’m doing” look. Without consistency, it’s like showing up to a fancy dinner in pyjamas. You might still get in, but you’ll look a bit…off.
How To Maintain Brand Consistency
Two things: Commitment and a solid set of brand guidelines.
Let’s face it, without brand guidelines, you don’t really have a brand—you have a business that looks, well, a little sketchy. Brand guidelines are the blueprint for your brand. They’re what keep everything from going off the rails.
What Are Brand Guidelines?
Brand guidelines include all the key elements that make up your visual identity.
Here’s what they usually cover:
Your logo (and all its variations)
Colours (your signature palette)
Fonts (primary and secondary)
Imagery (how to use photos, illustrations, and icons)
Tone of voice (how you sound across different platforms)
Brand guidelines give you (and your team) a roadmap to follow when creating assets for your website, social media, packaging, or even email signatures. With them, everything stays aligned, and your brand looks professional every step of the way.
Case in Point: The Barbie Billboard
Do you remember the iconic billboard for the Barbie movie?
A pink billboard with a date in the Barbie font.
That’s it. Instantly recognisable.
That’s because the Barbie franchise has a clear set of brand guidelines. Barbie doesn’t stray from the brand guidelines. Barbie knows that you know the Barbie brand, and Barbie knows that even if you’re not a fan of Barbie, you’ll see a pink billboard and know that Barbie isn’t here to play (play with maybe).
If you want your business to be taken seriously, you need consistent branding. It’s not about playing around with what looks cute today. It’s about building a brand that looks professional, polished, and easily recognisable. So, get those brand guidelines in place, and commit to your brand’s identity—because your business deserves it. And who knows? You might just be the next brand to have people talking with a simple, iconic billboard of your own, just like our queen Barbie.
Image: 'The Barbie Movie’ billboard design