For companies, brand consistency means they have a single, unified message that is almost or exactly the same across all their marketing and communication channels.

Brand consistency is important for multiple reasons. One reason is that not all customers are exposed to the same media channels. For instance, one segment of consumers might never open a TV, and instead only relies on the Internet for it’s media consumption. Brand consistency means exclusively Internet users get exposed to the same message as TV viewers. 

Consistency also increases consumer trust in a brand and really focuses the company’s marketing message. To put it simply, users more easily remember a message that is often repeated to them.

That was a quick primer on brand consistency, so how would an online marketer go about making sure his marketing message across 1) his website and 2) direct forms of communication with customers such as emails ?

1) Make sure the email design is similar to your website

Granted, email and web design have their own particularities and limitations involved. That being said, when designing an email newsletter, a user should keep into account both the field’s best newsletter practices as well as including design elements found in the website. 

To be more specific, these guidelines often refer to: 
  • Using the same or a similar font.
  • Making the company logo visible both on the website and the email
  • Using the same color scheme across the email and the site
  • Using the same images such as background or headers

2) Using the same copy and messaging

Most companies have their own slogans or catch phrases that convey important features or brand personalities to consumers. Including these into the email copy will familiarize new users with the company’s core selling points as well as it’s message. 

A few examples of web design – brand consistency

Enough with the theory, here are a few awesome examples of companies that have nailed their consistency across communication channels:

1) Dropbox

Dropbox manages to do the unusual tripwire act of appearing as a professional, trustworthy company with which you can safely store personal and important files, but also seem down to earth, relaxed and fun. They put great care and effort into translating this message across mediums. Here’s a quick example:

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This is the Dropbox website, notice the deep-saturated blue, and icons as well as the copy.

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And this is the email newsletter. The same style of copy, alongside the copious amounts of blue and also the Dropbox icon. 

2) Uber

When Uber launched, it built a reputation as a more luxurious and on-demand taxi-like service. All cars were black, drivers had to wear a particular uniform, and photos had to be taken in a certain way.

These days, the brand has relaxed it’s buttoned up messaging, and become more down to earth in real life. However, it’s online presence still maintains that air of luxury and seriousness. 

Here is an image of an Uber newsletter. Things to note is how Uber uses the color black to transmit seriousness and exclusivity. One particular element to look at is the footer of the email, which best encapsulates Uber’s brand messaging from a design perspective.

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