By Jenny Holly Hansen | WBN News | May 22, 2025

When I think about the brands I trust most, there’s one trait they almost all share: consistency. It’s not just about showing up regularly—it’s about showing up in a way that feels familiar and aligned every time. Whether I see their ad on social media, read their newsletter, or visit their website, the tone, look, and message all feel like they’re coming from the same trusted source.

If you're looking to build brand recognition and deepen trust with your audience, this level of consistency in your advertising isn’t optional—it’s essential.

Why Consistency Matters

In today’s multichannel world, your audience interacts with your brand in many places: Instagram, LinkedIn, websites, email, print, events—the list goes on. Each of those touchpoints is an opportunity to either reinforce your brand or dilute it.

When your advertising is inconsistent—when your tone changes from playful to corporate, or your visuals shift from clean to cluttered—it creates friction. People pause and ask: Is this the same business? Can I trust what I’m seeing?

But when everything aligns—your message, your visuals, your voice—those touchpoints build on each other. They create momentum. That’s how people start to remember your brand and feel confident about choosing it.

What Consistency Looks Like in Practice

Here’s how I approach consistency across different platforms:

1. Unified Visual Identity

Your logo, color palette, fonts, and photography style should feel cohesive. That doesn’t mean every ad looks the same—but they should clearly belong to the same family. I always ask: Would someone recognize this as “us” if they didn’t see our name?

2. Aligned Messaging

Your core message should echo across every platform. Whether it’s your unique value proposition, a product benefit, or a campaign theme—reinforce it regularly. Repetition, done right, is powerful.

3. Consistent Tone and Voice

Are you friendly and approachable? Expert and reassuring? Whatever tone reflects your brand, use it consistently in your headlines, captions, and calls to action. People respond best when they feel like they’re hearing from a familiar voice.

4. Cross-Platform Synchronization

Even if you're tailoring content for different platforms (and you should), your themes and visuals should still align. That creates a unified experience for your audience, whether they’re scrolling through their phone or walking past a bus stop ad.

The Long-Term Benefits

Consistency isn’t flashy. It’s not a quick-fix strategy. But it works because it builds:

  • Recognition: Your brand becomes easier to spot and remember.
  • Trust: Familiarity builds confidence. People are more likely to engage when they know what to expect.
  • Professionalism: Cohesive branding signals that you care about your business—and by extension, your clients.

Final Thought:
Advertising works best when every piece connects. When your message, visuals, and tone walk in step, you’re not just running ads—you’re building a brand. And that’s what turns interest into action, and customers into advocates.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance. With 19 years experience, she will well versed in the technical aspects of business coverages.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

TAGS:  #Jenny Holly Hansen #Advertising #Building Brand Recognition #Brand Consistency

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