Brand Consistency Matters for Business Owners | Braid Creative

brand consistency matters

Your brand is what makes you memorable—from the first impression on someone who has never heard of you, to a raving referral from a past client. And when you have a reputation to uphold, it’s imperative that you are reliably showing up in all the places your brand touches. This means that your business name, logo, colors, photography, tagline, offering, messaging, and tone are consistent and cohesive on your website, in your advertisements, on your stationery and print materials, on your social media, in your speeches and talks, on your windows and signage, at your events, or in your webinars. It should even reach into your own company culture— not only in how you make your customers feel, but in how you train your employees and how you work with contractors and vendors.

brand consistency matters


One of the first steps to creating a consistent and cohesive brand is with a brand platform that outlines at-a-glance who you are, what you do, how you do it, and what it looks like. Here at Braid Creative, the brand platforms we create for our clients often include:

Brand identity standards: this is a document that details all the visual components of your brand—including your logo (or logo suite if you have multiple versions), brand colors, typography and fonts, branded icons and / or patterns, and brand photography.

Brand messaging: this is anything with words—including your business name, a tagline, a positioning statement (often known as an “elevator pitch”), a brand story that connects the emotional “why” to the business offering, scripts or copy for how someone can work with you, and your creative process or steps you take along the way.

Your brand platform is the backbone of your brand that can then be applied to all the places your business shows up. You’ll want to revisit your brand platform any time you’re creating something new for your business—from marketing and PR efforts to client on-boarding.


Once you have your brand platform visually defined and outlined, it’s time to implement that look, feel, and messaging to all the places your brand shows up. The first thing you’ll want to do is take stock of where you’re showing up.


Website - make it a habit to read through every single word on your website at least once a year to make sure your design and copy are still properly reflecting your brand and business offerings.

Social media - not only in your daily posts that make up your ever-evolving brand, but your avatar, cover image, and profile copy are also opportunities for consistency and cohesion.

Email - from your newsletter template to your email signature and even your actual email address—no little detail should go unturned when it comes to where your brand appears

Digital products - if you have online courses, downloadable worksheets, or eBooks, they should all be consistent with your brand platform.

Digital advertising - from TV commercials to Facebook ads to native content and PR opportunities, you need to make a compelling impression that accurately reflects your brand so there are no disconnects when your dream customer clicks through wanting more.


Stationery - are your business cards, letterhead, and envelopes up to date and on point?

Brochures, folders, posters, books, and informational pieces - all of these are branded pieces that need to feel connected and consistent with your brand platform.

Packaging - if you sell products, is your packaging delivering the experience you want your customers to have?


Spaces and events - when it comes to in-person events, think about engaging all the senses of anyone who experiences your brand: what are they seeing, smelling, tasting, and hearing? These are often things that aren’t defined in your brand platform (especially if you’re primarily an online business), but they are considerations that can make or break an experience for your customer.

Signage and touch-points - from your logo signage, to window clings, to car wraps, to informational or directional signage, and even printed memos, these tactics—no matter how small—are deserving of brand consideration.

Your personal style - if you’re a personal brand, the way you show up to networking events is a reflection of your brand. If you’re not a personal brand, you (or the employees you are hiring) are a reflection of the company you represent.


Photography is an aspect of your brand that can show up across all of your brand platforms in person and online. Photos can really set the tone for your brand, and as you know—a picture speaks a thousand words. We always recommend a series of photos for our clients including headshots and candid working photos that help make the work you do feel real (especially if you are a consultant, educator, or coach), styled shoots for products or services, and conceptual or environmental images to help illustrate brand stories or style beyond the literal. We recommend hiring a photographer once a year for a branded shoot—including updated headshots and supplementing with stock photography that is treated with your brand standards in the interim.


Once you’ve been able to take stock of all the places your brand shows up, it’s time to audit and assess what needs to be updated to reflect your most current brand standards and identity. I recommend prioritizing the entry point for a customer and using their next steps as a map to determine what needs your attention next.

For example, if you are selling an educational course and are running a Facebook ad campaign, the ads will be the first thing your customer sees. Those ads need to make an impression that is consistent and cohesive with what they’ll see next—which is probably a landing page to your course or your website. From there, they may sign up for your newsletter or a series of free training to learn more.

Or perhaps you are a leadership coach who is giving a talk at a conference. Your slides, your talk, and your personal style will make the first impression for your brand. From there, your audience may try to find you on Twitter or Instagram so they can tag you with quotes from your speech. Then, they may buy your book or sign up for your newsletter.

The experience your customer is having is a road map that will show you which stops or turns your customer can take next. You’ll want to be sure you always know which direction they’re headed so there are no brand disconnects or confusion along the way.


Okay, so by now you’ve assessed and audited all the places your brand lives, and you know how and where your potential customer is engaging with your brand along the way. Now it’s time to make sure all the pieces look consistent and cohesive with your brand platform and with each other.

My best recommendation is to hire a graphic designer and copywriter—ideally the person or team who helped you establish your brand in the first place—to implement your brand platform on all the pieces and places your brand shows up. If it’s the person who initially created your brand, you can trust them to make decisions on the fly when it comes to how your brand is applied across different platforms. If you’re working with a freelance designer or copywriter, you may need to give them more direction until they’re more familiar with the look, feel, and tone of your brand.

When you’re working with a designer and / or writer, the more you can batch your projects together, the more efficient you can be with your budget and time—though this means you’ll need to be more organized with your marketing efforts. However, if you develop an ongoing relationship with a designer or have someone on retainer, you can throw projects their way as they come. It really just depends on your needs and style.

Now the DIY-control-freak in me wants to tell you that you can learn to do it yourself, but I’ve seen too many people butcher their beautiful brand by trying to become a graphic designer instead of focusing on their core genius. It might be a little bit of an investment to hire help, but I promise it will save you money in the long run.

branding checklist worksheet


The point of this worksheet is to help you assess and audit all the places your brand exists. It’s for you to use however you like, but I recommend:

  • Cross out anything that is not applicable to your brand
  • Highlight or circle any high-traffic touch points
  • Check the boxes to the left after you’ve checked in on those parts of your brand. That check in might be a series of questions including but not limited to:
    • Which tactics have the most impact on my business?
    • Is this consistent?
    • Could I systemize this?
    • Can I delegate this?
    • Where are there disconnects or inconsistencies?
    • What’s working well? What do I like about this?
  • Use the space to the right to make notes on what needs to be updated or refined

You can also use this worksheet to help you decide which tactics you can add or omit from your brand and even use it as a checklist to know what you need to delegate.


The Threads of Your Brand | Braid Creative & Consulting

Last week we took a bird’s eye view of branding and defining the function your brand serves in your business. You can read that here.

So now let’s zoom in a little and look at the different threads of your brand and business that make up who you are and the work you do. These threads can pose a challenge when they feel tangled and jumbled, but when you can connect the dots and weave the different aspects of your brand into every platform, interaction, and presence you will build trust, impact, and credibility with your potential customers and peers. You’re able to create a rich and layered story that makes sense (P.S. We’re called Braid Creative because it’s our job to help our clients and students take the threads of their business and weave them together in one cohesive brand story.)

Your clarity of purpose

When you know your mission, what you offer, why your dream customer needs you, and the problems you solve… you’ve got clarity of purpose. This crystal clear perspective of who you are and what you do and why might feel like a no-brainer, but you’d be surprised at how many businesses have overlooked this part of their brand and business vision. And that clarity of purpose can take you far when it comes to how you position and differentiate yourself in your market. The confidence that comes with knowing who you are will attract dream customers.

What’s your mission? What do you offer and for whom? What problems are you solving? And why?

Your personal style

Most branding experts will tell you that your brand begins with your customer… but we think the best place to start is with yourself. We believe that when you can blend more of who you are into the work you do, you will be more fulfilled in your job. A lot of creatives think that having a personal brand means taking lots of selfies and posting them to Instagram, and while we think that’s okay, that’s not the point. The point of a personal brand is allowing your values, intentions, and personal expression to have a place in your business. It’s letting personal experience and story have a place at the table just as much as your talent, skills, and business model. Because the truth is – no matter how big your business grows at the end of the day, people hire people. Your customers are looking to connect with something human.

How is your personal style reflected in your business and outward facing brand?

Your dream customer

While we like to start with you, we know (and you know) that your brand isn’t just about you. It’s about how you communicate what you do and for whom in a style that resonates with your dream customer. A disconnect between who you think you are and who your dream customer thinks you are can be detrimental to your success. Plus, it’s not just about them liking who you are – it’s about reassuring that you’re for them by articulating what you offer without confusion.

Do you know who your dream customer is? Do they know who you are and what you offer?

Your expertise

Expertise can be a loaded word that doesn’t land with everyone in the same way, but it’s as simple as staking a claim for what you want to be known for. Becoming a reliable guide and “go-to” for the thing you offer will elevate you beyond a commodity and position you as a sought-after problem-solver.

What do you want to be known for? What’s your expertise?

Your offering

Your brand is how you tie the story and emotion of what you do to the nuts-and-bolts deliverables you offer. If you lean too heavy on the emotional side of how you connect to your dream customer, you risk confusing your clients as to how you’re actually helping them … which leads to hesitation when it comes to closing the deal. When it comes to your deliverables, use branding language with a light touch and just say what you mean.

When it comes to your offering, what do you deliver? If it’s not tangible, try to paint a before-and-after picture of your client before and after they work with you.

Your content

Your content—whether that’s a blog, a podcast, a YouTube channel, or a social media presence—is one of the best ways to establish your expertise, share your story, and attract dream customers. It’s also a place where you can explore and evolve your brand. What you create along the way shapes who you become in your brand and business vision.

Does the content you create support your expertise with the tone and style of your brand?

So here we’ve shared a few of the threads that create the bigger picture of your brand and business vision. No one thread is more important than the other – they all work together to tell a cohesive and clear story about who you are and the work you do.

Want to dive in a little deeper? Download our free 7 Ways to Brand You and What You Do eBook:

DOWNLOAD THE FREE EBOOK for tips, exercises, scripts, and worksheets


What Exactly Is Branding? | Braid Creative & Consulting

I think we all know what the word “branding” means at-a-glance, but have you ever really tried to define it? It’s a little tricky to nail down an exact meaning of what a brand is—which can be complicated for you as an entrepreneur, small business, or marketer when a big part of your success depends on having a good brand. So in this article, we’re going to share a few of our definitions of what a brand really is.

Your brand is the first impression you make

One of the biggest pitfalls we see from our clients is when they try to fit too much of everything they are into that very first impression. Information overload can be confusing and overwhelming to your dream customer. So when it comes to the first impression you make, consider how you can set the tone and style for what you do and for whom in as little words as possible. This means making an impression with the look and feel of your brand, a short tagline, and a concise “elevator pitch” or positioning statement.

Your brand is what makes you different

Believe it or not, competition is a good thing for your business! When businesses have similar offerings it means there is a thriving market for what you have to sell. However, the more competition you have, the more you have to differentiate yourself within the market. Your brand is how you communicate what makes you different and why that makes you a perfect fit for your dream customer.

Your brand sets the expectation of what’s next

If your brand is the first impression someone receives, it also sets the stage for what they can expect as they begin to move from simply being aware of your presence to becoming engaged with your business. Brand disconnects happen when a potential client expects one thing and receives another. But when your brand is cohesive, consistent, and totally aligned on all levels, you are delivering on the expectation and promise you set from the first time someone set eyes on you.

What is the first impression you make? What differentiates you from the competition? Is your brand consistent as your dream customer moves deeper into your business model?

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