Brand Cohesion

This post is part 6 of a 6 part series on branding that will be featured exclusively on the Successher blog.

You can have an incredible brand story, carefully curated content, creative product descriptions, killer images, and what amounts to hater repellent and still find your business in trouble. Why? Setting aside obvious culprits like mismanagement or over-extension, one key issue could be that your branding lacks cohesion. The only thing worse then no branding is branding that’s erratic, half-assed, or wholly confusing to follow. Here are 5 ways to keep your branding consistent:

1. Make it budget-friendly: Branding that’s budget-friendly doesn’t have to (and certainly shouldn’t) look cheap. When thinking about your branding think about where it’s possible for you to save money without low-balling other professionals for their time and effort. By looking at low-cost and no-cost options early on, the quality of your branding doesn’t have to (and shouldn’t) suffer if you hit a financial slump.

2. Align your images: What you like matters to how your brand will be perceived and received and as such it has an impact on whether or not your branding is cohesive. If you post images of yourself on social media or clearly indicate that you own a business then you need to ensure that those pictures are aligned with the picture that you’re painting of and for your brand.

3. Build-in backups: Ideally you’ll be able to continually utilize the same resources and service providers for all of your branding needs but the reality is that for reasons outside of your control that may not be feasible. With this in mind, it’s smart to start with a small list of websites and professionals that can all provide you with comparable services on short notice in case your regulars are unavailable.

4. Remember that looks do matter: It’s an unfortunate fact that what you’re seeing on your screen may not be what a prospective client or customer is seeing on theirs. For example, if you do everything on a Windows OS, your website might look different to someone using a Mac. Similarly, something that looks amazing on your computer screen may look awful, or take forever to load, for someone viewing your website from a tablet. For these reasons you’ll want to take a look at your site on a few different devices to ensure it looks the same (or as similar as possible). One other thing to keep in mind is color, particularly if you’re using a very specific shade like cerulean blue, or periwinkle, these colors aren’t going to appear the same on every computer screen and if you use them for products and packaging note that the colors may vary as well if everything isn’t coming from the same batch or dye lot. In some instances, the difference will be small enough to be imperceptible to the naked eye but it can be a big deal if you’re providing something for a wedding or other celebration so be mindful of it and take necessary steps to mitigate it.

5. Use your business voice: It’s important that you’re always talking to the same person in all of your copy, marketing, and sales material - your customer.  For this reason, you want to find a tone and pacing that fits your brand and use it consistently on your website, social media, and any written information you may have. If you’re also the face of your business you want to be sure that this is a tone that you’re comfortable using on your own social media and in any interviews.

This is the final part of the branding series. Hopefully, it helped you and will help your business. 

Writing for this series was created by Tiffany Brown- Owner of Its all write and (Exclusive Writer for Successher)