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How to use brand consistency to stand out

Starting your business means you’re at a creative stage in your brand building. Time to experiment a little. Have some fun. However, your potential customers don’t want you to.

A lack of simple consistency can damage your efforts and leave them unsure and less able to distinguish you from your competitors.


Whilst it’s tempting (and necessary) to do a little bit of experimenting to find your voice or identity, too much can be a bad thing. Discipline yourself and your team to apply at least the core parts of your new brand consistently, across all the places your customers come into contact with your business:

  • Website
  • Social media profiles
  • Business cards and stationery
  • Newsletters
  • Flyers and brochures
  • Office signage

And so on…

I’m not suggesting you make everything look exactly the same, but instead some guiding principles will help you be more consistent. Try applying these questions when creating brand materials:

  • Are you using consistent colour breakdowns across your printed materials?
  • Are you using the same fonts wherever possible?
  • Are you using the same version of your tagline or pitch, rather than making up new ones or tweaking it as you go?
  • Is their a similar tone across everything, including each page on your website?

These things don’t need to be hard or time consuming, but a little extra awareness and discipline will do wonders for your young brand identity.

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