Branding Consistency Made Easy

3 tips to improve brand consistency across all marketing content.

With 3 elements you can establish the beginnings of brand consistency, and reap the benefits it will provide. It will help build recognition, trust and relationships with your customers.

Colour Palette

Using your main logo colour as a starting point, create a palette of up to 5 complementary colours. If you are in need of inspiration, Pinterest is a great place to start. Have fun with this, show your brand's personality through the colours you choose.

Once you have decided on your colours, the usage of them will tie your website, email, and social feeds seamlessly.

An important note, is to know your colour references. For each colour chosen make sure you find out the HEX, RGB and CMYK references. These are how colour are created across different mediums. RGB uses the primary colour of light (Red, Green and Blue) to produce imagery on digital formats. HEX is an extended version of the RGB reference and is often used online. CMYK (Cyan, Magenta, Yellow, and Black) these are the four colours needed to print anything. A website I have used is Rapid Tables to convert colour, so you only need one as a starting point and your colour will be the same across all mediums.

Font Choices

There are so many fonts to choose from, knowing where to begin is a bit of a mindfield. You only need 2 or 3 to keep your branding, that's right consistent. So let's break it down into logo, headlines and text.

The first font you should be looking for is your main logo font. Think stylish, attention grabbing, in sync with brand personality.

Now the next font can be your logo font too, it's to make those headlines stand out, be bold! Headlines are important on your website, articles, email campaigns and blog posts. How else will people know they want to read what you're writing about?

Finally text, switch off the fancy font button here. You need something that is clear and easy to read, no one will persevere with the most gripping of reads if the text is unreadable!

Language Style

The language we use speaks volumes about our brand, this is why we need consistency paired with creativity.

One of the easiest errors is: is your brand an I (as in you're the brand) or We (there is a team behind the brand). There is no wrong one, you just need to make sure you stick to one. Otherwise you may cause confusion, and this can lead to mistrust, a big no no, when you're trying to sell.

Grammar is your friend, it gives your content structure and clarity. Do not be afraid of it, if you are unsure, trusty Google can always help. You can even check your sentences where you get prompted for grammatical errors, like your email or a word doc. The more you use grammar the more confident you will become in using it, and add extra depth to your writing.

Finally keep your USP consistent, repetition will help cement this in your prospective customers' mind. However keep the description creative, by using different adjectives to describe your work whilst keeping the facts straight, will keep your customer engaged.

Branding Armoury

Now you have these techniques in your branding armoury, your brand has a strong starting point to grow and develop, whilst keeping consistent and creative!