Branding 101: Consistency is Key


“Your brand is your promise to your customer. [It] is derived from who you are, who you want to be and who people perceive you to be."

- John Williams, Founder of CMOsmart


Whether you’re a VP within a large organization or a small business owner, an effective brand strategy is what gives you the edge in an already saturated market.

Your brand is what lets customers know what they can expect from you. Here, we've pulled together a list of four key elements you need to get the word out and establish a consistent brand:

  • Logo. You need a unique logo that won’t need to be changed every year. Once it's perfected, place it everywhere. Note: This may require an investment in time and resources. (Consider hiring a designer to ensure your logo is done correctly the first time.)

  • Messaging. Spend time developing your key messages, slogan or tagline, etc. There’s nothing like a catchphrase to capture attention and help customers remember what your company has to offer.

  • Templates and standards for marketing materials. To maintain consistency and establish your company’s visual brand identity, use the same color scheme, font, and logo placement on your website, social media profiles, and non-digital assets.

  • Voice. Again, consistency is important. Will your brand have a formal, polished tone, or are you more like Wendy’s, whose Twitter account roasts anyone brave enough to take them on? (Looking for more great social media voices?)

While each of these elements is important, your company’s mission is the most essential. Don't sweat the small stuff - like your logo - until after you've properly defined your company’s purpose and have the means to deliver upon promises. There’s no point in developing stellar marketing materials if your services are unreliable.

For more branding rules your company needs to survive, check out this article.