Consistency is really important. If you are not consistent with your brand, then your business image is going to be really jumbled. Your messaging is going to be hodge podge. Everything is going to be confusing to the people who you are hoping will become your clients.
You want to make sure that what you are putting out there and creating for your business, the impression you’re collating – is as cohesive and clear as possible.
If you lack consistency, that just isn’t gonna happen.
You’re gonna to struggle to create You’ll stare at a screen moving things around, deleting whole paragraphs where you don’t know what you’re going to say. You’ll be rewriting things, redesigning things, adding in new things, new colours – new fonts to try and communicate something — but actually, you haven’t really got the clarity on what it is that you are trying to communicate.
Consistency starts with clarity. If you don’t have clarity, then you’re going to find it really hard to be consistent.
There are three steps to gaining consistency.
Get clear – This is about your brand strategy. Getting really clear on who you want to speak to, what you want to offer them and what your values are, among other things.
Make decisions – Then you can use that information to make decisions. These decisions inspire and enables you to create really strong visuals that encompass all of that and help to get that message across. If made decisions about your brand strategy, as well as the visuals, that’s powerful.
Create – Then you can create beautifully consistent content or whatever it is that you need in your business.
It’s not just about content. It’s about how you run your business, how you show up, what you do. You might need a brochure. You might go to an event. You might go networking. You might hand out business cards. You might create another page on your website. You will deliver your product or service, in person, online or through the post. All those touch points matter.
You need to be consistent in all of them, all the time so that whenever anyone interacts with your brand, they know it’s yours. They go somewhere else, and they still know they’re in the right place wether they’re checking you out on your website, Instagram or in a magazine where you have a feature.
It’s so much harder to run a business when you’re not consistent. I know it feels quite hard to create that consistency in the first place, but honestly, once you’ve done it, it’s so worthwhile. It’s worth doing. You’ve got to do it.
It’s much harder for you to gain loyalty from customers, to be recognised, remembered, or known by people if you’re not representing yourself in a clear, cohesive way.
People will be confused:
● Who are you?
● What do you stand for?
● What do you actually do?
You’ve gotta let people know.
Your brand strategy is the foundation, your visuals come from that.
You need to make sure you know:
● Your values
● Your key ideas
● The benefits of working with you
● Who your ideal customer is
● What your position is
Make sure your offers and content are aligned with all of that. Once you have clarity, you can create visuals that support your brand strategy. You know what you stand for.
If you don’t have the clarity, don’t even bother looking at the visuals.
Once your strategy is clear, then your visual identity can follow. Creating the visuals becomes so much easier.
This doesn’t just mean having a logo. It means:
● Having colours — and sticking to them.
● Having fonts — and sticking to them.
● Creating brand assets like icons, illustrations, symbols – and using them!
● Thinking carefully about your photography and video and how they look and feel
● Being intentional with your copy and messaging so that you have the right tone and feel in your writing.
● Templates
All of this should align with and support your strategy.
Then, consistency becomes much easier — and other people can help you stay consistent too.
Once you’ve got it all nailed, don’t let it slide.
Store this information somewhere accessible. Use the brand kits section on Canva, create a document, use your phone notes. These decisions are for reference, for USE.
Being consistent is really about making decisions and sticking to them.
When you’ve made decisions, it’s easier to run your business. You’re not second-guessing everything. You’re not stressed every time you create something — whether it’s a social post, a brochure, a talk, podcast, or networking pitch.
When you’ve got clarity and visuals, and you’re using them consistently, it becomes easier.
You’re not thinking: “Which shade of red today?” You already know.
You can start with what’s true and build on it as you grow. Adding depth, not clutter. You’re not reinventing the wheel; you’re reinforcing your strategy.
The Five Rs of Consistency
1. Repetition Doing the same things over and over: Same colours, fonts, words, tone of voice, music, photography, messaging.
2. Recognition People start to recognise your business — like Google’s colour scheme or Apple’s minimalist design. That same recognition is possible for your business.
3. Resonance You connect with the right people. You talk about what they care about, what they struggle with, what makes them happy.
4. Remembering People remember your name, your logo, what you do, and the things you say. You’re front of mind.
5. Results You get outcomes: customers, follows, newsletter signups, referrals, even friendships. Results aren’t always financial — they come in many forms.
Consistency builds trust. It shows you’re reliable, credible, and that you know your stuff.
Important: You should never show up as someone you aren’t. Your real-life self should match your brand presence. That creates real connection.
Regularly review:
● Are you doing the right things?
● Have you added in stuff your brand doesn’t need?
● Have you dropped important messages?
Check in and course correct.
Even years in, your brand can remain consistent based on the same brand strategy and using the same visuals. With time, you gain knowledge and confidence — so your skills deepen, your brand gets even stronger and your business is recognisable and memorable to more and more people who need what you have.
If you’re struggling to reach that place of consistency, I have a course. It’s £99. It’s called Confident Consistency. It walks you through gaining clarity, working on your visuals, and being consistent — creating a system to support you.
Amy Purdie, The Brand Explorer takes you on an Adventure to discover what your brand is all about, helping you to find clarity with your brand strategy, craft brand visuals that you’re proud of and love to use and to map out your marketing. You can join Bloom or join Amy in your very own Private Brand Adventure.
Amy has been enjoying designing logos, brand identities, illustration, print work and websites – since 2007 fuelled mainly by tea and chocolate.