The Importance of Brand Consistency

If you’re like me, you love to try out different font combinations and color palettes when you’re creating something new. It’s just part of the creative process, right? But when it comes to your own brand, once you have made all the design choices and launched your business, this creative impulse can cause problems. If you get tempted to change something, you have to think about how that change will effect each of your brand elements across all of your brand’s touch points. In order to maintain consistency, you may have to make lots of changes. A comprehensive brand package should contain most of the elements listed below:

Vision board for Tropical Branding

Brand Elements

  • Overriding style
  • Logo
  • Alt logo
  • Submark
  • Tag line, motto
  • Unique Selling Proposition
  • Heading font
  • Body font
  • Accent font
  • Color palette
  • Layout style
  • Voice, attitude, persona
  • Photography style: subject, dominant colors, size, orientation
  • Photo overlay
  • Iconography
  • Pattern or texture

Brand Touch Points

  • Website
  • Blog
  • Business card
  • Invoice & other forms
  • Contracts
  • Facebook profile & template
  • Instagram profile & template
  • Pinterest profile & template
  • YouTube profile & template
  • LinkedIn profile
  • Email template
  • Email marketing template
  • Landing pages
  • Signage
  • Promotional items
  • Advertisements

So, my best advice is to take the time to get clear in the beginning! Head to the beach or your favorite comfy chair & close your eyes for a moment. Visualize what it is you are trying to create & write down anything that comes up for you! If you don’t already have a Brand Guideline, create it now and refer to it often to remind yourself of exactly what your commitments are. And don’t forget, always keep your ideal client in mind when making any brand related decision!

xoxo, Alaina Andrews