We human beings are creatures of habit and routine, making it second nature for us to seek out patterns and be wary of change. Because of this fact, we tend to stick to familiar routes over new ones, go to bed on a predictable schedule instead of risking messing up our body clock, and use studying methods that involve repetition such as flashcards. And for this very reason too, we are likely to purchase brands that we're familiar with or have already tried and tested ourselves. This is where you, as a business owner, come in.

The age-old preaching in marketing and branding (particularly brand design) about consistency being the key still rings true today. It's an effective way to build a lasting connection with your consumers and make your business stand out from the competition. It's very much similar to personal relationships—we wouldn't want to be around someone who gives us mixed signals, right?

So why exactly is consistency in visual branding considered a key to success? And how can you maximize it to give your business a much-needed boost in the market? Read on to find out.

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1. Consistent visual branding makes your brand easily recognizable and more memorable

Most of us are often guilty of taking things at face value. If you can recall from one of our earlier blogs, we've talked about how people are quick to form impressions once they see something, so naturally, things – or brands, in this case – with appealing visuals will leave a good impression on them. However, this positive first impression won't really get you that far if the next time they come across your brand, what they see is something that isn't in line with what they liked in the first place. Worst case scenario is they won't even recognize the brand at all.

Businesses with good and consistent branding will eventually reach a point wherein their consumers don't have to see the company logo or name spelled out but still recognize the brand. Take tech giant Apple as an example. You'll recognize the sleekness of an iPhone or MacBook Air when you see one, even without a glimpse of that partly bitten fruit. Because the company has been consistent in positioning the brand as the premium one in the market, even those who are not part of their direct demographics agree with this supposition and know the brand as so.

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2. Consistency makes you trustworthy

Remember earlier when we said humans are creatures of habit and it's normal for us to find comfort in things we find familiar? Well, it's worth noting too that trust almost always follow familiarity. There's a reason why some of us who have a go-to coffee shop feel comfortable leaving our stuff at our table when we need to use the restroom, but if we were to go to an entirely new local café alone (or in a foreign land altogether), we bet you'd have second thoughts doing the same thing.

The concept applies to visual branding as well.

Your audience will be more inclined to trust your brand if they recognize you because you communicate the same values in the same tone across all your platforms. The secret to achieving this is by keeping your own branding guidelines, or brand bible as others call it. This document is your brand's ultimate style guide, outlining what you can and cannot do with any of your brand elements including but not limited to the logo, color palette, typography, and graphics. By religiously following those guidelines, you will be able to maintain consistent identity both online and offline.

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3. Visual design without a strategy is more costly

Imagine running a sitewide campaign for your business every month – something like 11.11 or the big Black Friday sale – but you have no strategy whatsoever for your visual branding. Artists, we hear you. It's absolutely dreadful. The hours and energy you have to put in every month to come up with a fresh idea for yet another campaign is not only draining—it's costing your business a lot of resources.

The presence of a visual brand strategy makes it easier for everyone in your business to be consistent in all your communications, campaigns, and other marketing efforts. Because you already have guidelines to follow, you won't have to start from scratch every time.

Visual branding is pretty much like any other task in life: going in without a strategy creates more room for losses and errors, or ultimately, failure. You know what they say, "If you fail to plan, you plan to fail".

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4. An overarching visual design plan helps your customers understand your business

At its very core, your branding is your business's identity. If you are not consistent with your visuals and messaging, you are leaving your audience wondering what the business really stands for – its story, its values, and most importantly, its heart. Another point we emphasized in this blog is how customers need to feel a connection with the brand before they make a purchase. Obviously, you cannot foster a relationship with your consumer if they do not know what your business is about, but if you have an overarching design plan for all your communications and materials, recognition, familiarity, trust, and perhaps even loyalty will soon follow.

Similar to how interpersonal relationships work, first impressions in the business world can only get you so far. Business owners have to put in the actual work to keep your target audience interested in and your existing customer base loyal to you, and one proven way to do this is by maintaining brand consistency.

Of course, it all begins with a strategy. At Bold & Light, we'll kick this off with a strategy session with your team so we can get a good understanding of what your business is all about. Leave it to us then to come up with a compelling yet consistent design plan while you focus on growing your business. Leave us a message here to get started!