Want a strong, recognizable brand identity? Creative and engaging marketing pieces are essential, but if those designs aren’t consistent across channels, your brand might be memorable, but not necessarily perceived as professional. That’s why it’s crucial to maintain consistent branding across all channels. Consistency keeps your business top of mind, fosters trust, and reinforces your credibility.

How can you ensure your brand looks cohesive, regardless of which channel(s) customers use to engage with you? Here are five ideas to get started:

1. Create a Brand Guide

This is your “go-to” reference guide. It outlines approved fonts, color palettes, and design rules. This reference helps everyone involved in producing marketing materials stay aligned, regardless of the channel being used.

2. Tailor Assets to Each Channel

While consistency is important, every marketing channel has its specifications. For example, due to viewing distance, wide-format signage requires different image resolutions than postcards or brochures. Similarly, printed pieces use a different color mode (CMYK) than digital (RGB). Know which channel uses what, and build those specs into your brand guide.

3. Use Appropriate File Types

Different platforms require different file formats for best results. For high-resolution print projects, TIFF files are generally preferred. For web graphics, you’ll want to choose JPGs or PNGs. For oversized prints, such as banners, vector files are ideal since they scale without losing clarity or detail. Include these in your brand guidelines to prevent mistakes.

4. Use Templates

While it’s tempting to think that using templates undermines creativity, that’s not always the case. Some materials use a similar format repeatedly. These are tailor-made for templates. By locking down brand elements while leaving “open” areas for creativity, you provide creative flexibility while eliminating opportunities for brand variation and error.

5. Evaluate and Adjust

Before launching a multichannel campaign, compare your proofs of each element against one another. Are the colors consistent? Is the logo always in the same place? What changes, if any, need to be made to ensure consistency across channels before the campaign is launched?

Maintaining consistent branding across all touchpoints requires a bit of extra attention to detail, but it pays off in the long run. As you plan your next campaign, take time to review your brand assets and adapt them for every channel to ensure a polished, unified look.