Brand Consistency

Bankable FEC
March 10, 2020

Running a small business is hectic. Business owners are responsible for so many different things between keeping track of expenses, selling products, forming decisions about how to continue to grow, make money, etc. The list goes on forever. So, it’s not surprising that small businesses put little time into their brand.

As a graphic designer, my goal when working with clients is always to help them create a cohesive brand, but what exactly does that mean? How can a stressed-out business owner accomplish this?

First of all, let me explain what I mean by a cohesive brand. You know exactly what they are, you just might not know it yet. A few great examples are Target and McDonald’s. These brands are consistent and recognizable. Their message is always the same and you know it’s a McDonald’s ad even if their logo isn’t present. These brands have a few really important things in common, and I think that small business owners can learn a lot by taking a quick (I promise we’ll make it fast) look at how these successful companies market.

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The first thing these successful brands have in common is that they know their audience. They understand their typical customer and they know the type of people they want to attract. They target their audience through the colors and with the messaging of their ads. Target, for example, uses its logo in fun ways, typically with people who are unique and enjoying life. Their target markets are families and young adults and they target that group of people by being trendy and highlighting that their products are worth the expense.

Once a successful brand establishes a logo and colors that they think appeal to their target audience, they are consistent. They don’t change their colors or their messaging every couple of weeks when their favorite colors change. This is where the brand personality and voice come into play. People start to recognize a brand when they hear the same thing over and over. Have you ever seen an ad where McDonald’s used colors other than red and gold as their primary colors? The McDonald’s brand colors have been introduced and then reiterated over and over again since each and every one of us started watching TV or looking at billboards. They have been consistent for decades and the results really show.

Now, I know what you’re thinking, you don’t have the reach of McDonald’s and you still feel like you don’t have time to add another thing to your to-do list. I hope what you take away from this is that anytime you show off your brand, whether it’s on your website, on social media, on an advertisement, or on your storefront, that you think about keeping it consistent. It may not seem like a top priority, but it can really go a long way. You don’t completely change your personality every time you meet new people, so why should your brand?

Bankable would also love to be a part of your journey to brand consistency. Feel free to reach out to your point of contact, check out our Growth Ready program, or email us at