Why is visual consistency important to my design?

Why is visual consistency important to my brand? Branding expert Marty Neumeier explains in his book that a brand is not what you say it is, but that it is what your customer says it is. This means it is incredibly important that you are transmitting the values you want your customers to associate with your company. Once your customers start understanding what your company is really all about, it is important to continue to maintain that impression. This is where consistency comes in.

It is important to unify the entire customer experience so that it aligns with the company's values and mission. Your should do this not only for your visual design, but also at every customer touchpoint from the design of your retail or office space, all the way to how you treat your customers. President Obama's 2008 campaign branding is a great example of this consistency in action. Obama had a unique platform based on bringing change to our nation. To visually illustrate this concept, his marketing team worked to create a logo and overall visual look that was a radically departure from what most presidential campaign logos look like. To take it even further, President Obama's team demonstrated his mission in dozens of other ways, including the candid interactivity of his online presence, which attracted youthful, change-hungry supporters who rallied for him.Obama's marketing team took the core of his campaign and consistently reinforced it through every single touchpoint. Because of this, his mission occupied a distinct place in citizens' minds and drew like-minded supporters to him like a moth to a flame. No matter how small your organization is, you can achieve similar effects with your clientele by consistently reinforcing your brand through every opportunity you have—including every piece of visual design. This consistency helps develop brand recognition and fosters your customer's trust in your company. Over time, they come to know exactly what they'll get when they choose to work with you, and this reliable experience is what builds the loyalty that keeps them coming back over and over again.