How (& Why) to Keep Your Brand Consistent
When my clients first come to me, more often than not they’re struggling with keeping their brand consistent. Your brand spreads across a wide range of platforms and mediums, including your website, marketing collateral, the packaging of your products, advertisements, social media — the list goes on. So how in the world are you supposed to keep everything uniform?
Why Consistency Matters
Consistent and polished visuals help to build your brand image and reputation, as well as elevate your marketing efforts. Not only does a consistent brand identity look more professional, it can help build brand recognition with your audience. For example, if someone who is following you on social media sees an advertisement promoting your latest sale elsewhere, they might be inclined to check it out because they’re familiar with your business. But this doesn’t happen if there’s a big disconnect visually.
So how do you get there?
Create and use a brand style guide
A brand style guide is a document that outlines all the visual elements of your brand and how they should be applied. Whether you’re a solopreneur or a large team, having this document in place will ensure your visuals are consistent, not matter if it’s on social media or in client-facing documents.
While certain elements like color palette and typography should be included, also consider setting standards for logo usage. For example, what logo should be used over a dark background vs. a light background vs. a photo? What about in a horizontal or vertical space? You might also want to consider including guidelines for your brand messaging and voice to ensure those elements of your brand are also consistent.
Work with a designer (oh hey, that’s me) or use a tool like Adobe Illustrator or Canva to create branded templates for your social media and blog post graphics. By incorporating brand colors, fonts and patterns, you can establish a specific style that will make your content recognizable — not to mention, it will be super easy to plug in information, swap out photos and and update your graphics.
Don’t forget about photography!
Photography is an often underrated element of your brand identity, but can be one of the most compelling. We all know the appeal of a carefully curated feed on Instagram! When selecting stock images or getting professional photos taken, make sure they have the same overall style. It could be light and airy or dark and moody. Your brand might be best represented by images with a lot of white space, or by images with a lot of color and detail.
Furthermore, make sure to edit your photos consistently. Do you always increase the brightness of your photos before posting? Or is there one Lightroom preset that your product photos look best in? Make sure to keep note of this and continue doing this with all of your photos, especially on social media, your website and in marketing collateral.
In order to build a well-recognized brand and reputation, consistency is key! By implementing these tips, you’ll see the results, and ultimately, feel more confident when putting your brand out there.
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