How to Build a Brand Identity That Stays Consistent Everywhere
If your brand looks polished on your website but chaotic on Instagram, it’s not a “content problem.” It’s a brand identity problem.
A strong brand identity makes your brand recognizable even when:
different people are creating content
you’re posting fast
you’re in campaign mode
you’re designing across a million formats
What’s a Brand Identity?
It’s your consistency engine. The system that keeps your brand looking, sounding, and feeling like you everywhere it shows up.
Here’s what a basic version should include:
Voice Rules
Visual Rules
Content Rules
Voice Rules
How you sound and how you don’t.
Your default tone (and when it flexes)
Words/phrases you use — and avoid
Rules for clarity, energy, and personality
2. Visual Rules
The stuff people see before they read a word.
Colour palette + typography
Photo direction (lighting, composition, vibe)
Layout + hierarchy rules (grids, spacing, style)
3. Content Rules
What you talk about and how you deliver it.
Your go-to content pillars
Recurring formats or series
CTA style (how you ask people to act)
Your system is doing its job if ⬇
Someone can spot your content without checking the handle
Your stories feel like your feed
Your captions sound like the same person wrote them
Your campaign graphics don’t look like a completely different brand moved in
Need to build your brand identity? Start simple!
3 brand words (ie. bold, warm, strategic)
3 content pillars (ie. proof, personality, promotion)
3 template styles (ie. quote card, carousel, promo block)
3 voice rules (ie. no jargon, always a CTA, punchy intros)
That’s more than enough to start showing up consistently, even if content is flying fast.
