Building brand recognition is a vital objective for any business, and consistency plays a fundamental role in achieving this goal. By consistently presenting your brand’s visual identity, tone of voice, and messaging across various marketing channels, you establish a cohesive and recognisable brand image. This deliberate repetition serves to embed your brand in the minds of your audience, enabling them to easily recall and identify your brand when making purchasing decisions. When customers encounter a consistent and coherent brand experience at every touchpoint, they develop a familiarity that solidifies their recognition of your brand, elevating its visibility and distinguishing it from competitors. 

What to keep consistent?

• Colour palette – The colours you use can express specific feelings. Keeping them constant throughout your digital and physical marketing materials will make it easier for customers to recognise your brand, even from afar. (For example, Fortunate Media is a specific type of yellow).
• Logo – Your logo should convey elements of your brand image and be easy to recognise while being distinct from those of your competitors. Your logo should also be seen and present on every material, content, and merchandise you produce.
• Fonts – Your font choice should typically consist of primary and secondary typefaces that complement each other. Your brand will be more recognizable if you use the same fonts when communicating with customers, whether to a broad audience with ad copy or individuals with email campaigns. The font should also be readable and in a big enough size so that it is clear.
• Images – The images you use say a lot about who you are as a brand/ business and what value your product or service offers to customers. The style of your images should align with the other elements of your brand. Think about the angles, the background, and what is in the frame of your shot, as well as the whole aesthetic theme.

Having brand guidelines in place allows you to easily maintain consistency within the look and feel of your brand. Once you have them written down, they’re available at any time; you don’t have to start from scratch with each new campaign. Brand guidelines create a win-win: less work for you, and brand recognition from your customers. In your brand guidelines, you should state the exact hex code of the colours used, the exact fonts and sizes for heading texts, subheading texts body texts and sizing of images.

Aside from being consistent with your branding, it is also important for you to stay consistent within your business. When you don’t see results straight away, don’t give up. Keep updating your website, keep posting content on your social channels, keep engaging with your audience, keep thinking of new creative strategies… Keep going.