Too often we think of rebranding as a means to success when in fact, more often, what is needed is a consistent application of the brand you’ve got. At any point, a customer or future customer should be able to pick your marketing or social post from a crowd. Your brand should be recognizable, be that by the aesthetics or the voice.

Consistency is a design principle that dramatically affects usability and learning in all systems, including branding and identity. It helps us transfer knowledge to new contexts, focus attention, and learn more quickly. There are four types of consistency: aesthetic, functional, internal, and external.