Consistency Matters
One of the most important aspects of branding is consistency. Now, I’m not talking about consistently posting the same material but consistently using the same rules and assets for each new brand material. The most important things to stay constant within your brand are:
1) LOGO!!
This may be the most important constant you should have within your brand. Your logo is your brand’s/business’ identifier. After being introduced to a logo once, consumers will look for that mark to find your brand in the future. It acts as a representation for your brand, but also a guiding factor for those trying to reach you and connect work to you.
2) Colors
It is also important to maintain brand colors throughout your material. Like the logo, colors can also help represent your brand and help consumers identify you quickly. Think of Coca-Cola red; when you see that bright red paired with white type, you know it’s Coke. There’s no doubt about it. You have the power to do the same with your brand colors if you keep them consistent throughout your business’ journey.
3) Photo Style
Another visual factor to keep consistent is your image style. This means the look, tone, and feel the images you use on your brand material. For example, images on advertisements, websites, social media posts, etc. If you keep the image style consistent, your brand feels more whole and solidified; more well-thought out and intentional. Some image styles could be: duotone, warm colors, cool colors, black and white, commerical, casual, etc.—there are so many different options that can work for a brand, you just have to pick your lane and stay in it!
4) Copy
Besides visual assets, another important thing you want to keep relatively similar is your copy, meaning the text/words/rhetoric you use throughout your brand materials. For example, if your brand is fun and modern, you may use humorous and witty words. On the other hand, if you are an elegant and sleek brand, you would probably lean towards something more short and professional.
