Brand consistency

Brand Consistency is key to success

Success isn’t ever guaranteed, but you can make it far more likely if you ensure your brand is presented to your key audiences in a considered and consistent manner.

What is brand consistency?

Customers today, both existing and potential, interact with brands from dawn to dusk, across multiple channels. Often, customer journeys involve multiple devices, and there is an expectation that the whole experience should be seamless.

Very few customers only encounter the traditional forms of corporate identity such as branded stationery, brochures and potentially adverts or other promotional items.

Today customers interact with your brand when and where they like through PR, digital marketing, social media, events and experiential marketing. If you do not have a clearly defined brand strategy, the likelihood of inconsistencies is a constant threat.

We appreciate that different channels may involve different agencies or departments, but this again highlights the importance of maintaining control over how your brand is applied. If marketing materials have been put together by different design teams with no direction on how the brand should (or should not) appear then you shouldn’t be surprised if the brand becomes disjointed and inconsistent.

Brands that are successful, do not leave such messaging to chance and control the use of their brand via a well-considered and detailed brand strategy and guidelines.

A detailed and well thought out set of guidelines can provide much-needed instructions and guidance on subjects including:

  • Logo Application – How to control logos and other design elements that make up the visual form of the brand identity. Are there alternate versions for different applications, backgrounds and sizes?
  • Fonts and their usage – What typefaces to use and when.
  • Colour palette – The range of colours available, what they represent and how they should be utilised.
  • The tone of Voice & Messaging – Guidance on language, the tone of voice, straplines and style of any copy used.
  • Corporate marketing materials – From brochures to advertising and exhibition design. What templates exist, how and when to use them.
  • Communications (Internal and External) – Details on layout, structure and recurring themes.
  • Digital Advertising and Social Media guidelines – Keywords, Landing pages and other key guidance.

Consistent brand messaging across all channels

When delivering a branded project across a single channel without a strategy or set of guidelines, you are more than likely going to be ok, but as soon as you start adding additional projects or alternative channels the chances for inconsistencies to creep in grow.

These discrepancies or mixed messaging can potentially damage the growth of your organisation and its brand.


Dubtunes Business cards

How can brand consistency be achieved?

If the success and growth of your brand is a priority, a clearly defined brand strategy and associated guidelines are essential.

Any investment now in getting the fundamental elements of your brand identified and qualified will be rewarded tenfold in the long run.

If you would like some help on creating or redrafting your brand strategy or brand guidelines, you should talk to toast today, and we can help.

How can Toast help?

Since Toast started back in 1997, we have seen first-hand how the ever-increasing demands on brands have grown.  Brand consistency has been a key indicator of a company’s success and highlighted the business-critical requirement for a professionally created brand identity.

Whatever stage your business or organisation is at, Toast will help you get your branding spot on today, tomorrow and into the future.

If you would like to know more about our branding services, talk to us today and find out more.


Do you need help with your branding?

If you would like to discuss your branding, logo or identity project, call us on 01295 266644 or complete the form.