Brand Consistency, what does it mean and why is it important?

20 February 2017

Your brand, the most important part of your business when it comes to seeing what you have to offer. Whether you are B2C or B2B your brand is what will make you recognisable at a glance and a well trusted and well supported brand identity can make all the difference in a competitive market. But what happens after that initial glance and why should you take the time and effort to ensure your brand is consistent throughout your business…


Your brand is the identity of your business. Your brand should compile everything that your business means and stands for, things like this include what core values your business is built on, what does your business do that others do not? and why is this important?

Consistency as I’m sure you are aware is keeping something the same throughout different areas or repeats of something e.g. the search bar in a search engine is always at the top of the page.

Main Branding Benefits:

  • A brand helps you to differentiate your business from other businesses, showing customers what you have to offer.
  • A good brand gives your business an identity that customers who share your values can relate with.
  • Your brand can deliver and reinforce your key values as well as build trust and loyalty through your customer base.

Keeping your brand consistent means that your customers as well as competitors know your core values and what you stand for clearly. By keeping your brand consistent across all communication channels as well as products/services strengthens your brand identity as well as showing organisation and confidence within your brand.

This doesn’t mean make everything look exactly the same, in fact it means nothing close to it but what it does means is that you should take into consideration a number of factors when branding something that your business offers. Factors such as colour palette, font and logo sizes are should all be kept consistent so that your brand is easily recognisable through whatever channel it is distributed to the user by.

When it comes to actively applying brand consistency you need to make sure that your brand has clear cut guidelines. If you’re designing anything digitally it is important to understand that most designers have default style that they design in, therefore you need to have a set of guidelines to ensure that the designers can emulate your style across all of your channels.

Developing a set of brand guidelines should be relatively simple for most brands and they don’t need to be long, a simple document outlining the factors you identified for your brand should be fine.


Overall creating a brand and keeping it consistent throughout your business channels leads to your business effectively strengthening and developing the brand further. This in turn leads to a know brand that is trusted and leaves a positive impression with customers.