If you run a small business, you’ve probably heard the phrase “brand consistency” tossed around a lot in marketing circles. But what does it actually mean – and why does it matter so much?
At Studio22, we work with businesses across Perth and beyond to develop branding and digital marketing strategies that actually deliver results. One thing we always tell clients: consistency is key. Whether someone discovers you on Instagram, through your website, or via an online ad, the experience should feel seamless and cohesive.
When your brand voice, visuals, and messaging stay consistent across platforms, you build trust, recognition and, ultimately, stronger customer relationships.
Our Experience: Growth with Brand Consistency
One of our small business clients, a boutique homewares brand based in Fremantle, came to us after struggling with their online marketing. Their logo looked different on every platform, and the tone of voice varied between their website, email newsletters and social posts. As the owner told us:
“It felt like we had three different businesses online.”
We worked with them to create a complete brand guidelines document and rolled out updated visuals and messaging across all digital channels. The result? Within six months, their Instagram following grew by 40%, online sales doubled, and repeat customers increased.
The owner later shared:
“Now when customers meet us at markets, they say, ‘I recognised your brand straight away!’”
Why Brand Consistency Builds Trust and Recognition
In today’s digital world, customers interact with brands in many ways:
- scrolling through social media
- searching Google
- visiting a website
- clicking on ads
- reading email newsletters
When these touchpoints feel inconsistent – with different tones, visuals or messages – customers get confused or disengage. On the other hand, consistent branding creates:
- Recognition: people remember you more easily
- Trust: you look professional and reliable
- Emotional connection: customers know what your brand stands for
According to Lucidpress, consistent branding increases revenue by up to 23%. It’s simple: when people recognise and trust your brand, they’re more likely to buy.
Consistent Multi-Platform Branding
Here are some ways businesses can (and should) keep things consistent across digital platforms:
- Visual Branding
- Use the same logo (correct size and proportions) everywhere
- Stick to a defined colour palette and font family
- Maintain image style (eg. bright product photos, muted lifestyle shots)
- Brand Voice
- Define your tone: friendly? corporate? quirky? educational?
- Match the style of writing across web copy, social captions, blog posts and ads
- Messaging
- Keep your core brand messages the same across channels – don’t change your ‘story’ or ‘USP’ just for different platforms
When we manage campaigns at Studio22, we always begin by reviewing how our clients are presenting themselves across social, web, ads and more. We often find small inconsistencies that, when fixed, give a huge boost to customer engagement.
Visual Branding: More Than Just a Logo
Your visual branding is like the face of your business. It’s made up of several elements:
- Logo: used consistently in all digital spaces
- Colours: select a palette and stick with it
- Typography: define headline fonts, body text, and how/where they’re used
- Imagery: have a style for photography or illustrations
For example, a client we worked with in Mount Lawley had five different versions of their logo in use across platforms – some stretched, some missing elements. Once we created a proper brand kit with files and usage guidelines, their social media looked more professional, and their new Google Ads saw a much higher click-through rate.
Tone of Voice: How You “Sound” Online
Just as visuals create first impressions, your words tell customers who you are. Tone of voice includes:
- Vocabulary choices (simple vs formal, friendly vs professional)
- Sentence style (short and punchy vs longer and detailed)
- Personality (funny, serious, helpful, bold)
For example, a local café brand in Leederville that we recently worked with had a lovely, chatty tone on Instagram – but their website read like a formal brochure. We helped rewrite their copy so that it matched the warm, casual vibe of their social media.
How to Create Brand Guidelines for Your Team
The best way to maintain brand consistency is by having clear guidelines your whole team can use. A brand guidelines document should include:
- Logo usage (sizes, placement, spacing)
- Colour palette (primary and secondary colours)
- Typography (fonts and usage)
- Imagery style (photo treatments, filters, illustration guidelines)
- Tone of voice guide (example phrases, writing do’s and don’ts)
- Messaging pillars (your brand’s core messages)
At Studio22, we create custom brand guidelines for businesses – whether they’re a one-person start-up or a 50-person team. This way, staff know exactly how to write social posts, update the website, or brief an external designer or copywriter.
Frequently Asked Questions: Brand Consistency for Small Businesses
Q: Do small businesses really need brand guidelines?
Absolutely – consistency is just as important for small businesses as big brands. It makes you look professional and helps build loyalty.
Q: We’re on lots of platforms – how do we keep track?
A brand guidelines document helps. You can also use tools like Canva templates or style sheets to keep visuals consistent.
Q: What’s the first step to improving brand consistency?
Start by auditing your current platforms – check your website, social profiles, email templates and ads. Look for mismatches in logos, colours, fonts or tone of voice.
Q: Can Studio22 help us create brand guidelines?
Yes – we love helping Perth businesses develop clear, usable brand kits. Just contact our team to get started.
Bringing It All Together
Brand consistency isn’t about being boring – it’s about being recognisable, memorable and trusted. Whether you’re a café in Leederville or a boutique shop in Fremantle, showing up consistently online will help you stand out and grow.
At Studio22, we specialise in digital marketing strategy and small business branding for Perth and WA clients. If you’d like expert help creating brand guidelines or improving your multi-platform branding, give us a call.