BY Benjamin

February 21, 2020



Is inconsistent branding killing your business? When it comes to standing out in your industry through brand design, are you recognisable? Or, is your marketing collateral pulled together with a ‘this will do’ attitude? 

Here’s why brand consistency matters.

People Trust Brands They Know

Think about the times in your life when you’ve needed a change, and decide it’s time to try a new hair care product. I mean, have you walked down the grocery store aisle, lately? If you haven’t, don’t do it for kicks. It might send you into a spiral of indecision, which will waste about 30-minutes of your life before you leave with the SAME product you’ve used for years.

The point? People trust brands they know. Consumers like familiarity. If your business is popping up amongst social feeds in a kaleidoscope of colours, likely, you won’t get noticed for the right reasons. You’ll be remembered by your most unfortunate colour palette. Don’t be that person.

Whether you’re an established business or a start-up, it’s worthwhile to sit down with a branding expert/graphic designer and identify your brand identity. Get clarity on colours, design, typography and overall feel. 

The Impact of Brand Consistency

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Think about some of the world’s leading brands like CocaCola, Starbucks, McDonald’s, Apple or eBay. You can likely visualise their logos without much trouble. 

Why do you think that is? It’s because they’re consistent. They stick to their core brand values. They ensure all company communications and consumer touchpoints align with their brand’s style.

The point? Through brand consistency, consumers get to know your brand. Over time your brand becomes ingrained in your customer’s mind and when they’re ready to buy, they will because you’ve proved yourself. They know you now.

Where To Start?

If you haven’t been consistent with brand design, fear not. All is not lost. You’ve likely just learned a valuable lesson, and from herein, you’ll pay more attention to how you deliver your brand to the world.

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I suggest you get yourself a Brand Style Guide. This document sets the visual tone, brand elements and rules that will keep your marketing materials and messaging in-line. It incorporates things like a brief outline of your company, colour palette, approved fonts (along with how to use them and where), i.e. headlines, copywriting guidelines, image styles and any other information relevant to your brand style.

It’s simple, and will likely ignite your brand’s success. And if you’re still not sold on the simplicity of it all, think Apple, eBay, Target. 

Need help with a Brand Style Guide or an affordable and consistent graphic designer, check out the 55 knots subscription.

PS. Our latest offer keeps an extra $200 in your pocket. Try it today.


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Captain of ships and commander to a crew of designers. Benjamin Williams is a creative director with over 20 years of experience working with the world’s largest brands.