When creating an identity for your company, it’s important to present a unified look and feel across all channels. A few examples of channels are emails, web sites, print ads and mobile apps. Common elements that help identify your brand can be logos, colors or fonts. Sounds, type of paper or photography styles are examples of other choices that can play a role in forming your brand identity.

Few would argue that this concept is wrong, but believe it or not at one of my former jobs I had to persuade some people to make the branding more consistent. Today I had an experience that illustrates why consistent branding is important. I was working on one of my mailing lists, and needed to find a first and last name for a contact in my database. I did a search online for the email address, and found a web site with a logo and color scheme that made me remember a business card that I collected about three years ago. I looked in my business card folio, and voila! There was the information I needed. I never would have remembered where I made this contact if I had not remembered the logo and color scheme. If your potential customers want something that you have, making yourself as memorable as possible with consistent branding can help!