Brand consistency is something that needs to be well thought out before you design your website. Consistent branding translates into brand recognition which has a long lasting effect on marketing. Brand consistency can be developed with elements like name, logo, colours, fonts, types of images and their accurate placement throughout the internet.
A consistent theme
You should select a website theme keeping in mind the audience you wish to attract and the emotion and message you want to convey. Themes give personality to brand websites and make it easier for the audience to correlate. So is it a motivational, fun, serious or emotional appeal that you want the audience to relate to? How do you want the website visitors to perceive you should help you decide on the theme. Once you have the right website theme to start with, you need to have the consistency in design so that when users come across your brand, they know what you offer.
Colours play the most important role in actualising brand consistency. If you shift from one web designer to another, they could be using different programmes to design the website. Even a slight change in colours can deflect consistency. It’s, therefore, important to keep the same Hex code for the web and the CMYK (Cyan, Magenta, Yellow, and Black) for printing process along with Pantone colours. When shifting between RGB (Red Green, Blue) and CMYK, colours could change, so make sure you check that out as the same colour in print media is also important for brand consistency.
Message is clearer with the right images
What kind of pictures will suit your brand? Will you use photographs, illustrations, infographics or GIFs for logos and graphs? Once you have selected the type of imagery that matches your brand, stick with it. Just like colours, images and especially branding graphics give a brand its consistency. With so much noise on the internet, strong visual content can get your brand noticed. Once you get the recognition, you need to stay with the type of images you use so customers can build a psychological relationship with the brand.
Use uniform typography across the board
Fonts play a major role in sustaining brand consistency so your web designer must use the same font for written content. There are many typefaces you can use but you must have one particular font for your pages' primary content. You must take into account the perfect font size and its placement on your website too. Subtitle fonts and body fonts should be simple to read. Heading and subtitles in the same font are better, though they can be differentiated using a smaller/bigger size or using the bold/italic function. Uniform fonts give a professional and consistent appearance to any website.
Unified language use
You must also decide on the type of language to use on your website, social media networks like Twitter, Facebook, Pinterest and Instagram, emails, and advertising content. The logo and the language must communicate the same message so that they are recognisable as your brand.
In the age of the Internet, branding is essential. A strong brand with an average service will generally beat an average brand with a great service.