If I had a dollar for every time a visual branding guru, or indeed marketing genius has told me that the brand identity of an enterprise has to be applied consistent throughout the organisation, I would be a wealthy man – or not so poor anyway. What is more, whilst designers are known for obsessing […]

If I had a dollar for every time a visual branding guru, or indeed marketing genius has told me that the brand identity of an enterprise has to be applied consistent throughout the organisation, I would be a wealthy man – or not so poor anyway. What is more, whilst designers are known for obsessing about such things, and just about everything else, in this case they are right. Consistency is critical. Consistency builds the message, builds credibility and even builds familiarity. It is part of a successful marketing process. Consistency is important well beyond the application of the brand identity. It is also important in terms of the message and tone communicated across the various channels of communication and over time. There is a great deal of evidence to suggest that many organisations are not well served by frequent changes in messaging over time or by a lack of…