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Brand Consistency
Whether you’re online, on social media, or face-to-face at a trade show, there’s one thing that helps your business rise above the noise: brand consistency.
It’s more than just making your logo look the same everywhere — it’s about building trust, recognition, and a feeling of professionalism that sticks in people’s minds. And when it comes to print marketing, such as leaflets, brochures and exhibition stands, brand consistency becomes even more crucial. Research shows that consistent brand presentation can increase revenue by up to 23% — a powerful reminder of just how much your visual identity matters.
Let’s explore how you can make sure your brand achieves a consistent presence across print marketing materials.
What Do We Mean by Brand Consistency?
Brand consistency means keeping a unified look, tone, and message across all your marketing materials. That includes your logo, fonts, colours, imagery, and even the words you use.
It’s what helps people recognise you at a glance — whether they’re seeing your website, a business card, or your exhibition stand across the room.
Consistency makes your brand feel reliable. It tells people you’ve got things together — and that sense of trust can make all the difference when someone’s deciding who to work with or buy from.
Some common issues:
Colours don’t match between materials
Different font styles across materials
Messaging that doesn’t align with your brand voice
Elements with unaligned positioning
Why Brand Consistency is So Important
When your branding is consistent, it builds a strong identity in people’s minds. That means:
Better recognition – People remember you more easily, especially important when it comes to making a buying decision.
More trust – According to a Two Sides North America study, 76% of consumers trust coherent printed materials more than online sources when making purchasing decisions.
A more professional image – A polished, unified look sets you apart from the competition.
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Exhibition Stands: Your Brand in the Spotlight
When it comes to print materials, there are few that are more effective than exhibition stands – the printed displays which provide the branded backdrop at event such as trade shows.
Your exhibition stand might be the first in-person experience someone has with your business. And studies have shown that an eye-catching stand is the most effective means of attracting attendees.
That’s why your stand design, graphics, and printed collateral need to be on-brand and cohesive.
It’s easy to focus only on the main exhibition stand graphic, but your brand needs to be consistent right down to your accessories such as literature holders and pop-up counters. Using the same supplier across all your exhibition stands will ensure a more cohesive brand presence.
Tips for Keeping Your Branding on Point
Here are a few practical ways to keep your branding consistent across all your print materials:
· Create clear brand guidelines – Document your fonts, colours (include Pantone/CMYK values), logo usage rules, and tone of voice. Make sure any external designers have access to these guidelines.
· Use high-quality design files – Always provide your printing company with proper assets (no blurry logos or mismatched colours). Discuss their requirements for the design file.
· Work with reliable suppliers (ideally one) – If you can limit the number of printed marketing suppliers to a single one-stop shop you reduce the likelihood of brand inconsistencies caused by different print practices.
· Review everything together – Lay out all your printed materials side by side before an event. Does it all feel cohesive? If not, tweak it.
posted in Marketing Advice
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