The 12-Point Brand Consistency Checklist (So Your Brand Stops Looking Random)


If your brand looks different on your website, socials, proposals, email signature, and ads… you don’t have a “brand problem.”

You have a consistency problem.

And consistency is what makes people:
  • recognise you faster,
  • trust you sooner,
  • and buy with less friction.

Random brands feel risky. Consistent brands feel established—even when they’re small.

This is the practical 12-point brand consistency checklist I use to diagnose why a brand feels “all over the place” (and what to fix first).



What brand consistency actually means (in plain English)


Brand consistency isn’t “use the same logo.”

It’s: the same signals, repeated, everywhere.

Signals like:
  • typography choices
  • colours
  • spacing and layout
  • tone of voice
  • photo style
  • the way you write headlines
  • the way you structure content
  • what you promise (and how you prove it)

When those signals drift, people have to “re-learn” you every time they see you. That kills momentum.


Want me to build your mini brand system?


If you want your brand to stop looking random (and start looking like a business people trust), I can build a mini brand system for you—fast.

That typically includes:
  • a tight colour + type system,
  • a recognisable signature style,
  • core templates (social + basic docs),
  • and a simple QA checklist so everything stays consistent.

I’ll build your mini brand system.
Contact me
with your website + socials and I’ll map the quickest fixes first.



The 12-point brand consistency checklist


Score yourself 0 / 1 / 2 for each point:
  • 0 = messy / inconsistent
  • 1 = mostly consistent
  • 2 = locked and repeatable

If you score under 16/24, your brand will often feel random (even if the design is “nice”).

1) Logo usage rules exist (and people follow them)

  • correct versions (full, icon, mono)
  • minimum size
  • clear space
  • don’ts (stretching, shadows, random colours)

Quick fix: one page that shows “use this / not this.”

2) You have a defined colour system ​(not just “a palette”)


A palette isn’t a system.

A system includes:
  • primary colour (used most)
  • secondary colour(s) (supporting)
  • accent colour (sparingly)
  • neutral colours for backgrounds/text
  • rules like “accent only for CTAs”

Quick fix: pick one primary + one accent and stick to it for a month.

3) Typography is consistent across platforms

Most brands break here because Canva, website templates, and docs all default to different fonts.

You need:
  • headline font
  • body font
  • consistent hierarchy (H1/H2/body/caption)
  • consistent line spacing and weight choices

Quick fix: choose 2 fonts max (or 1 font family with different weights).

4) Your spacing and layout follows a repeatable grid

Random spacing makes everything feel amateur fast.

Consistency signals maturity:
  • same padding rules
  • same margins
  • consistent alignment
  • repeatable layout blocks (hero, proof, CTA)

Quick fix: define 3 spacing sizes you always use (e.g., small/medium/large).

5) You have a recognisable “signature element”

This is what makes your content instantly identifiable.

Examples:
  • consistent border/frame style
  • a specific icon style
  • a recurring shape motif (not random blobs)
  • a photo overlay treatment
  • an illustration style

Quick fix: pick ONE signature and apply it to every social post template.

6) Your photo style is consistent

Even with great fonts and colours, inconsistent photos make the brand feel random.

Choose a style:
  • realistic vs editorial vs playful
  • warm vs cool
  • high contrast vs soft
  • busy backgrounds vs clean
  • consistent cropping (tight vs wide)

Quick fix: use the same crop approach (e.g., always tight portraits or always wide scenes).

7) Your icon and illustration style is consistent

Mixing icon packs is a silent killer:
  • outline vs filled
  • different stroke widths
  • different corner radiuses
  • different vibe

Quick fix: pick one icon set and ban the rest.



8) Your voice and tone is consistent

If your website sounds corporate, your socials sound like a meme page, and your proposal sounds like a legal contract… it feels like three different businesses.

Define:
  • “we sound like…”
  • “we never sound like…”
  • 5 favourite phrases
  • 5 banned phrases

Quick fix: rewrite your homepage hero + 3 social captions in the same voice.

9) Your core message is consistent

Most brands rotate their promise every two weeks:
  • “Save time!”
  • “Drive growth!”
  • “Build trust!”
  • “All-in-one platform!”

Pick one primary promise:
  • what you help people achieve
  • who you do it for
  • how you’re different

Quick fix: a one-sentence positioning statement and use it everywhere.

10) Your offers and naming are consistent


Offer naming drift creates confusion:
  • “Discovery call” vs “Strategy session” vs “Free consult” vs “Chat”

Pick one naming system and stick to it:
  • one main CTA language (e.g., “Book a call”)
  • one core service name
  • consistent package tiers (if relevant)

Quick fix: rename everything once and clean up old versions.

11) Your templates exist (and people actually use them)

Consistency isn’t a “remember to…” task. It needs templates:
  • social posts
  • proposal
  • invoice
  • slides
  • email signature
  • basic doc header

Quick fix: build 5 core social templates and 1 proposal template.

12) You have a “brand QA” process before anything goes live

Most brands don’t need more creativity. They need quality control.

A simple QA:
  • logo correct?
  • colours correct?
  • fonts correct?
  • spacing okay?
  • message aligned?
  • CTA consistent?

Quick fix: a 60-second checklist at the end of every design/copy workflow.



The fastest way to fix a “random” brand


If you’re overwhelmed, do this in order:
  1. Message consistency (point #9)
  2. Typography + colour system ​(points #2–3)
  3. Templates (point #11)
  4. Photo style + signature element (points #5–6)
  5. QA process (point #12)

That order creates the biggest visible improvement with the least effort.



Mini audit: the 5-minute brand consistency test


Open these five things side by side:
  • homepage
  • Instagram/LinkedIn grid
  • latest proposal/quote
  • latest ad
  • your email signature

Ask: “Would a stranger know this is the same business?”

If the answer is “kind of…”, your consistency score is probably under 16/24.



FAQ: Brand consistency checklist

What is brand consistency?

Brand consistency means your business shows up with the same visual and verbal signals across every touchpoint—so people recognise and trust you faster.

Why does my brand look random even though the design is “good”?

Because the system is missing. Random brands usually lack consistent typography, spacing, photo style, templates, and message discipline.

How do I improve brand consistency quickly?

Lock a simple system: one primary colour + one accent, one typography hierarchy, 5 core templates, and a repeatable message. Then add a QA checklist.

Do I need a full brand guide to be consistent?

Not necessarily. A “mini brand system” (2–4 pages of rules + templates) is often enough to fix 80% of the randomness.

What’s the biggest mistake brands make with consistency?

Treating consistency as “try to remember it” instead of building templates and rules that make consistency automatic.



Want me to build your mini brand system?


If you want your brand to stop looking random (and start looking like a business people trust), I can build a mini brand system for you—fast.

That typically includes:
  • a tight colour + type system,
  • a recognisable signature style,
  • core templates (social + basic docs),
  • and a simple QA checklist so everything stays consistent.

I’ll build your mini brand system.
Contact me
with your website + socials and I’ll map the quickest fixes first.

Further Reading