You can be on Entrepreneur’s cover!

How to Finally Get Some Consistency Behind Your Branding Giving your brand some consistency takes work. It's not something you can do overnight and forget about.

By Under30CEO Staff

Key Takeaways

  • Consistent branding leads to recognition in your market.
  • Uniform brand messaging builds trust and credibility with customers.
  • Consistency streamlines content creation and asset management.
entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

This story originally appeared on

In the business world, having a consistent brand identity can set your enterprise apart from the competition. However, many companies grapple with a chaotic brand image that leaves customers unsure of their core identity.

By finally injecting your brand with some consistency at a planning level, you can finally give yourself an advantage that's difficult for other competitors to match.

Why consistency matters

Everyone wants to talk about the "sexy" parts of branding – logo design, taglines, and color schemes. But flashy marketing doesn't provide much value without consistency.

Brand consistency, which is essentially the degree to which your brand is what it says it is at all times, is vital for a number of reasons. Here are a few:

1. Recognition — For starters, a consistent brand is much more recognizable than one that makes things up as it goes. While you might not ever have the widespread recognizability of a Coca-Cola or Google, your commitment to brand consistency can give you recognition within your corner of the market. The more people see the same logos, colors, and messaging, the more they feel like they know your brand.

Related: Why Problems Are More Powerful Than Products

2. Credibility — A consistent brand helps build trust with your customers. If your brand delivers the same message and values across all touchpoints, it comes across as reliable and credible. On the contrary, inconsistent branding can lead to confusion and distrust.

Related: Nearly 3 out of 4 Marketing Professionals Use AI to Create Content, New Study Shows

3. Efficiency — Don't underestimate the efficiency that consistency breeds. When you have defined guidelines of what to follow, it requires less time and effort to create new content or brand assets. Everything is in one place and is easy to find.

There are plenty of other benefits – including customer loyalty, professionalism, and carving out a competitive advantage over less organized and consistent competitors – but these three should be enough to convince you to get better at improving your consistency.

Practical ways to give your brand some consistency

The need for consistency is clear. The question is, what do you do with it? Here are several practical ways to begin giving your branding a little more consistency as you push toward a competitive advantage in this area.

1. Take inventory — The foundation of a strong, consistent brand lies in clearly defining your mission and vision. Your mission statement is a brief description of your business's purpose and the value it brings to customers, while your vision statement is a forward-looking declaration of what you aim to achieve in the future. Ensuring that these two elements align not only provides a roadmap for your business strategy but also gives your brand a solid identity around which you can build a consistent brand image.

2. Establish a visual identity — Your brand identity runs deep. However, the surface-level stuff matters more than most brands realize. For example, your color palette should reflect your brand's personality. Colors evoke emotions and associations, so you don't want to mess this up. Blue gives off vibes of rust and reliability. Green is associated with sustainability and nature. Red is used for passion or urgency. Do your colors align with your identity?

Related: Don't Do These 3 Things on LinkedIn. Recruiters Will 'Spot Them From a Mile Off.'

3. Get clear on your voice —Treat your brand like a person. Think about its voice – and don't deviate from that voice. To find and define your brand voice, consider your brand's personality, mission, and target audience. Are you formal or casual? Serious or playful? Irreverent or respectful? Your answers to these questions will shape your brand voice. It's important to keep this voice consistent in all communication to maintain a cohesive brand image.

4. Develop brand guidelines — Once you've taken some time to understand your brand and get clear on some of the key components, you'll want to consolidate all of this information into a single document. We call these brand guidelines. To create your own set, start by outlining your mission, vision, and unique value proposition. Then, detail your visual identity, including your logo usage, color palette, typography, and imagery. Next, define your brand voice and provide examples of how it should be used across various platforms. Finally, consider including a section on what not to do to prevent misinterpretation.

Is this a comprehensive look at what it takes to develop a consistent brand? Absolutely not. But it is a great launching pad to help you build some momentum in the right direction. From here, you can further flesh out the details.

Putting It all together

Giving your brand some consistency takes work. It's not something you can do overnight and forget about. It requires a steady, long-term commitment to get right. However, if you implement some of the tips outlined above, you'll have a massive head start. Good luck!

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Resumes & Interviewing

Build a Better Resume with This $35 Subscription

AI Resume Builder promises to help you apply to jobs twice as fast.

Side Hustle

He Took His Side Hustle Full-Time After Being Laid Off From Meta in 2023 — Now He Earns About $200,000 a Year: 'Sweet, Sweet Irony'

When Scott Goodfriend moved from Los Angeles to New York City, he became "obsessed" with the city's culinary offerings — and saw a business opportunity.


I Got Over 225,000 Views in Just 3 Months With Short-Form Video — Here's Why It's the New Era of Marketing

Thanks to our new short-form video content strategy, we've amassed over 225,000 video views in just three months. Learn how to increase brand awareness through short-form video content.

Business News

Samsung Makes 6 Day Workweeks Mandatory for Executives as the Company Enters 'Emergency Mode'

Samsung said its performance "fell short of expectations" last year. Now executives are required to work weekends.


6 Habits That Help Successful People Maximize Their Time

There aren't enough hours in the day, but these tips will make them feel slightly more productive.


You Won't Have a Strong Leadership Presence Until You Master These 5 Attributes

If you are a poor leader internally, you will be a poor leader externally.