Branding is an essential part of your marketing strategy. Without consistency in branding, your marketing efforts can fall apart or not perform as well. The whole goal of branding is to create a recognizable brand image for your business. If this brand image is well built, your brand can be recognized without your logo or anything even saying your business name. A strong brand image can stand on its own.


Your Logo

When many small business owners think of branding, they immediately think of a logo. Although logos are important, they are not the only thing that goes into consistency in branding for your business. But your logo is a good place to start and build from. A graphic designer can help in making sure your logo fits with your business. Before you get ideas in mind for your logo, first think about your business. What type of people will your business serve? How would you describe your business? Is it modern, classic, cutting edge, vintage, or something else?

You want your logo to last a long time and not be outdated in just a couple of years. You want your logo to look good but there’s more to a logo than just having it look good. What’s your strategy with your logo? Think about how you could incorporate different aspects of your business or products into your logo. If your products or services involve certain colors, think of ways you can incorporate those into your logo. You don’t have to come up with everything from scratch, with our graphic design services, you can go from ideas to professional design. One of our graphic designers will work one on one with you to get your ideas. They will then present you with a variety of different options and ideas. You can then provide input and combine ideas and make changes until you have a design you are happy with.

graphic designer working on fonts and logo

Font Choices and Typography

Once you have your logo in place, you can start figuring out font choices and typography that you’ll use. A common mistake is using too many fonts in different areas of your business. Using too many fonts doesn’t give you consistency in branding. This can also make your brand appear dated and can cheapen or devalue your brand. If you look at larger brands and high-end brands, you notice they each have their own fonts and typography that they use and they don’t deviate from their font choices. Here at BPetersonDesign, we use a certain set of fonts. These fonts are consistent throughout our ads, blog cover images, emails, forms, website, and printed materials.

Consistency in branding allows people to more easily remember you. With inconsistencies, there are more things for people to try and remember your business by and also more things to confuse them. For fonts, it is usually recommended to stick to about 3 different fonts. You should have a font for headings and larger text, an easy to read font for paragraph text, and a font for buttons and call to actions. You can have more fonts or even different variations of your main fonts such as bold or italicized. But you have to keep your fonts across all platforms fairly consistent to build a strong brand image.

colorful paint used in branding
Colors and Color Families

How do you decide on what colors to use throughout your branding? It’s usually a good idea to pull in colors used in your logo as well as other colors seen in your products or services. What are certain colors associated with? What colors would best represent what you do and who your target audience is? Warm colors are usually stronger and bolder. Cooler colors are usually more calming. Your use of colors throughout your branding will dictate how people perceive your business and how they’ll feel about it.

You don’t have to stick to just a few colors. Some brands utilize color families of similar colors that go along with what they do in their business. These color families can be similar shades of colors or they can be all very different colors that come together to make a bold statement.

Use of Images

Your use of certain styles of images also goes into branding. Would brighter or darker images go better with your branding? What about more colorful or neutral photos? Always trying to find the right stock images to use can be difficult. So why not get your own customized set of images to use with brand photography! Personal branding photography allows you to get photos of you, your team, products, services, office areas, and anything else that goes along with your business.

When you have your own images to use from a branding photography session, those images will be completely custom to you and your business, creating a very recognizable presence for your business. It’s great to be able to show your face on social media with professional images. And instead of using stock images, you can use actual photos of your products and services.

Keeping Your Branding Consistent

Consistency will help elevate your business and keep it looking professional. Have a set of fonts and colors that you use throughout your marketing materials. If you need, you can create a branding guide to help you always remember exactly what fonts you use and the exact colors you use.


Ready to take your branding to the next level? Learn more about our graphic design services and branding photography. If you have questions or would like to schedule a meeting or phone call to discuss your needs, please contact us