Have you ever felt handcuffed to branding and design guidelines a designer made for you in what feels like forever ago? Why do those still matter? Today, we’re looking at the science of visual consistency. Contrary to what you might think, visual brand guidelines aren’t a creative restraint—they are your secret weapon to achieve both consistency and creativity in your marketing collateral. How does the audience immediately know it’s you? Your visual brand guidelines.

Apple uses a custom font, McDonalds’ Golden Arches call to us from anywhere in the world, and there’s a reason Coca-Cola’s marketing is always red. In the split second you see it, your brain whispers, “Coca-Cola.”

Visual brand guidelines are the blueprint of your brand’s visual identity. They include everything from your logo, color palette, fonts, and even image style. These guidelines are your North Star, ensuring your brand remains instantly recognizable. Consistency is vital because it builds trust with your audience. When they see your branding elements, they know it’s you.

Now, here’s the exciting part—you can be creative within the constraints of these guidelines. It’s not about being rigid; it’s about using your brand’s elements as a starting point for new ideas. For example, take your brand’s color palette. You can create diverse and eye-catching designs while staying within those colors. It’s about knowing the rules, so you can break them wisely.

Consistency amplifies the impact of your marketing. When you adhere to brand guidelines, you build a strong and memorable brand image over time.

Studies show consistent branding can increase revenue by up to 23%. It’s the strategy to make your brand unforgettable. So, when you create a social media post or new product campaign, resist the urge to grab a template from the internet and update the text without updating the design to fit your visual brand. Build a library of templates visually consistent with your brand for more impact. To be creative with your brand elements, think about ways to reimagine them. Can your logo be used in a unique context, or can your color palette evoke different moods and emotions?

The possibilities are endless, but the key is to ensure that your creative design still aligns with your brand’s core values and messaging. The magic happens when you strike the right balance between brand consistency and creative design. It’s about understanding the rules and then bending them to create something fresh and exciting.

Remember, your visual brand guidelines are your foundation; the creativity of how you use those guidelines creates the spark. Stick with your visual brand guidelines, and you’ll stay in your customers’ minds.