My favourite C word - (Brand) Consistency

When it comes to building a brand that people know, trust, and remember, consistency is key. But why is it so important, and why does it take work?

Let’s break it down.

What does consistency mean for your brand?

Consistency means showing up the same way every time, no matter where your customers see you. It’s about having the same colours, fonts, tone of voice, and design elements across all your platforms. Whether it's your website, social media, emails, or ads, your brand should look and feel like one cohesive unit.

Think of brands like Qantas or Nike. You’d recognise their look anywhere. That’s because they use the same elements repeatedly: same logo, same colours, and the same friendly but professional tone.

It matters why?

1. Familiarity: People trust what they recognise. Jenny Romaniuk, from the Ehrenberg-Bass Institute, teaches us that familiarity breeds mental availability—the ease with which someone remembers your brand when they need your service.
   

2. Showing up the same way every time builds trust. Imagine if a financial advisor had a different logo or tone of voice every week. Would you trust them with your money? Probably not.
   

3. Memorability: When people remember your brand, you stay top of mind. Les Binet and Peter Field's (legends in brand strategy) research over many decades shows that strong, consistent branding leads to better long-term results.

   
   

Brand consistency hard to pull off all the time. We know.

For small businesses, consistency can feel like climbing a mountain. Limited time, resources, and expertise make it easy to cut corners. One day you’re focused on emails, the next on social media, and suddenly, nothing looks or feels the same.

Well, we're in 2025 and we have some unbelievable tools to help.

Use AI. Use Templates.

It can be pretty easy to stay consistent.

The good news? Keeping your brand consistent doesn’t have to be overwhelming. Here are a few tips:

• Use templates: Platforms like Canva make it easy to design with consistency. Create templates for emails, social posts, and ads that use the same fonts, colours, and design elements.

• Automate your workflows: Tools like HubSpot or Mailchimp can help standardise emails, ensuring every message fits your brand.

• Leverage AI: AI tools like ChatGPT or Jasper can help write content in your brand’s tone of voice, saving you time and maintaining consistency.

• Think of your brand as a system: Develop a basic brand guide with rules for colours, fonts, and tone. Even a simple one-page guide can go a long way.

• Call in the pros: If you’re ready to elevate your brand to the next level, Lobos can help you build a polished, professional system that takes the guesswork out of brand consistency.

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Consistency is legitimately one of the easiest ways to make your small business stand out in a crowded market. By showing up the same way across all channels, you build familiarity, trust, and memorability. And while it takes some effort to get right, tools like Canva, automation, and professional services can make the process manageable.

Remember: the brands people trust most aren’t necessarily the flashiest or loudest—they’re the ones that feel familiar every time you see them.