Build Better Brand Consistency

So, you’ve built a sleek brand that speaks to the soul of your ideal customer… 

But you’ve noticed that it’s like herding cats when it comes to getting every member of your team to consistently use the brand properly.

Achieving brand consistency across a team can be tough. With different departments, varying levels of brand understanding, and the occasional rogue PowerPoint presentation, it’s easy for your carefully crafted brand to become a game of visual and verbal telephone. 
You don’t just want your brand to be applied consistently, you need it to.

Companies that properly use their brand attract better employees, make more money, and are viewed more positively by consumers. What a win! 

Let’s get your brand usage in order, shall we?

If you’ve ever found yourself Googling how to keep your brand consistent, you’re not alone – and you’re in the right place. 

Let’s dive into the ultimate playbook with eight key tips that will keep your brand on point across your entire organization; from intern to CEO.

1. Build a Brand Guide

First things first – you need a brand guide. 

A brand guide is a playbook that outlines the rules for using your brand’s visual and verbal elements — logos, colors, fonts, tone of voice, and more. It’s your team’s North Star for communicating consistently, whether they’re designing a presentation or writing a social post.

If you don’t already have one in your arsenal, this is the first step you must take in order to encourage consistency amongst your team. Think of your brand like a band: without sheet music, everyone’s playing their own tune — and it’s not exactly music to anyone’s ears.

Here’s some tips when building your brand guide:

1. Make sure it’s an easily accessible resource that team members can access anytime, anywhere, like Canva, Standards, or even a simple PDF saved in Google Drive! 
   
2. Include visual examples of how to use the logo, colors, and fonts, and how not to use those elements
   
3. Provide specific instructions for applying brand elements across different mediums (website, print collateral, presentations, etc.)
   
4. Most importantly, lay out your guidelines in a simple, digestible way! The more easily understood the guide is, the more likely it is to be used.

Need examples of some stellar brand guides? Look no further than the brands you know and love like…

1. TikTok
   
2. Netflix
   
3. Starbucks

2. It’s Time to Attend Brand Bootcamp

Now that you’re equipped with your brand guide, it’s time to train the troops. But instead of boring presentations, try these engaging approaches:

Tips To Train Your Team:

1. Conduct a brand workshop, where all brand application recommendations are clearly laid out
   
2. Consider a brand trivia session with brand-related questions (and prizes, of course!)
   
3. Incorporate hands-on training of practical tasks, such as creating on-brand social media posts or presentation decks

If you need help sharing the bigger idea behind the brand for your bootcamp, you need a Brand Blueprint. The Blueprint covers everything from your brand story and its unique personality to the ideal audience and differentiator.

It’ll have your team on the fast-track to using your brand properly!

3. Designate Brand Champions

Every great movement has its heroes.

Without a brand champion, people end up guessing. The result? Inconsistent materials, off-brand messaging, and a lot of wasted time trying to figure out what’s “right.” By appointing a brand champion in each department, you’re giving your team someone to turn to — a guide, a guardian, and a cheerleader rolled into one.

Identify a single brand champion in each department who can:

1. Be the go-to person for brand-related questions
   
2. Review and approve brand usage in their department
   
3. Spread and encourage brand enthusiasm

Pro tip: Create a simple system — even just a shared chat space or Slack thread — where teammates can submit materials to the brand champion for a quick brand check before anything goes out.

4. Templates are your Friend!

Let’s be honest: staying on brand can feel like a chore when everyone’s starting from scratch. If you’re wondering how to keep your brand consistent without micromanaging every file, templates are your secret weapon.

When your team has access to polished, ready-to-use materials, they’re way more likely to keep things consistent — and you spend less time correcting wonky decks or outdated designs.

Start with templates for

1. Email signatures
   
2. Email newsletter
   
3. Social media posts
   
4. Presentation decks
   
5. Reports and documents

The easier you make it to stay on brand, the more likely people are to do it.

5. Implement a Brand filing system

Your brand assets are only as useful as your team’s ability to find them. Without a clear system, people either hoard files on their desktop (guilty!) or dig through outdated versions in old emails. That’s a recipe for inconsistency and chaos.

Create a centralized location where all approved brand materials live. This ensures:

• Everyone has access to the latest logos, fonts, and images
• Outdated assets get archived before they wreak havoc
• Guidelines are easy to find and follow

We call ours the Forever Folder, because our brand assets will live there forever. Maybe even longer than us. (Morbid? Maybe. Effective? Absolutely.) The Forever Folder is set up in Google Drive, where everyone can access them. 

What to include:

1. Primary + secondary logos (horizontal, stacked, reversed, etc.)
   
2. Color palette and hex/RGB codes
   
3. Brand fonts with installation instructions
   
4. Photography and headshots
   
5. Iconography and illustrations
   
6. Brand voice + messaging guidelines
   
7. Templates (see above!)

6. Do Regular Brand Check-Ins

Even the best brand systems need a tune-up now and then.

Without regular check-ins, teams fall into old habits, assets get misused, and the brand slowly drifts off course. A standing brand review — monthly or quarterly — keeps everyone aligned and inspired.

Questions To Discuss Together:

1. Share how they’ve been using the brand
   
2. Discuss any challenges they’ve faced
   
3. Brainstorm new ways to bring the brand to life

Pro Tip: Make these sessions fun by including a “Brand Blooper of the Month” award for the most hilariously off-brand mistake.

If you’re busy enough as it is (aren’t we all?), consider a hands-off approach with our Brand Audit. During the audit, we’ll meet with your key stakeholders, complete a SWOT analysis, and provide recommended action items.

7. Gamify Brand Consistency

Brand usage feeling a little stale?

Spice things up by turning it into a game:

1. Create a point system for correct brand usage
   
2. Set up a leaderboard to track “Brand Champions”
   
3. Offer rewards for teams or individuals who consistently nail the brand guidelines

An exciting incentive is a game-changer for encouraging team members to get engaged!

8. Celebrate brand wins

Finally, make sure to celebrate when your team nails it:

Ways To Celebrate Your Team:

1. Share successful uses of the brand when you see it
   
2. Give shout outs in meetings for great brand work
   
3. Consider an annual “Brand Awards” ceremony (red carpet optional, but encouraged) 😏

make it happen: start building brand consistency today

Remember, Rome wasn’t built in a day — and neither is perfect brand consistency.

Without the right systems, brand chaos spreads fast: mismatched logos, confusing messaging, and a whole lot of “Wait, is this on-brand?” But with the right foundation — brand guides, champions, templates, filing systems, and regular check-ins — you’re giving your team the tools they need to get it right every time.

If you’ve been searching for how to keep your brand consistent, the answer isn’t a single solution — it’s a system. Consistency doesn’t just happen. It’s built — one smart step at a time. And now? You’ve got the blueprint.