Consistency is the gateway to great branding. Without consistency and the lack of guidelines your brand, product offerings, and overall organization can suffer. There is no better way to make sure your marketing efforts are received in a memorable fashion than being consistent.
This cannot be stressed enough. It not just about applying a logo in a consistent manner, and having the right PMS colors. It is about ensuring that all the messaging of all communications materials is pulling in the same direction. That it all “looks” consistent. Even the way the copy is written should be considered in the light of the brand messaging, the way the website is displayed and the quality of paper used in printed materials – all of these points should be consistent because of they are not, it will cause consumers to loose trust in the brand and it’s messaging.
Your message should be clear when reaching out to potential/current clients – making sure all marketing materials match in look, feel, and message is important for achieving this. Even if you are working with totally different campaigns or projects consistency and brand guidelines need to stay in place. You should be able to look at one piece to the next, one campaign to the other and recognize that as an offering from your organization.
Until next time,
Jeremy
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