Brand Consistency

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When you hear these words, an image immediately comes to mind. Why? Because these companies all have something in common: they spend millions (or even billions!) of dollars on their brand and putting it in front of you. Another thing that these brands have in common is consistency; you can recognize advertising from these companies without even seeing a logo. Coca-Cola has their bold red and white layouts, distinctive bottle shape, and smiling faces. Apple’s been using a simple white or black background and a colorful, heroic shot of their product for decades. T-Mobile splashes everything with so much magenta that their parent company, Deutsche Telekom, actually owns the trademark for the color![1] Consistency is crucial to the success of a brand — it’s what makes your ­­company recognizable and easier to remember over your competitors.

Why is consistency important?
Your brand is your identity. You have a personal brand and a professional brand, both should be polished, professional, and consistent. You want to set yourself apart from the competition, especially in a crowded marketplace.

Reinforce your professional identity with a consistent brand.
When your audience hears and sees your message, they will come to know what to expect from your brand, leading to both trust and a better relationship between brand and consumer.[2]

If you have inconsistent branding, consumers may find it difficult to distinguish you from a competitor.
Don’t forget that you have multiple channels of marketing, and your messaging and branding should remain the same across each platform: print, web, social, etc.

Want to ensure your brand remains consistent? Request a style guide from your Impact Marketing Manager. A style guide is the DNA of your brand. It includes the specific colors that make up your branding, the primary logo, secondary logo layouts, an icon (if applicable), and the fonts used. And don’t forget that the team at Impact can create the branding for your social media pages, too. You don’t have to navigate that minefield on your own.

Does your consistency need to be evaluated?
Talk to your clients, employees, and friends and request feedback about your current brand. If you have a Client Advisory Board, ask them for feedback, too. They are loyal to you and want your business to grow; they won’t lead you down a path that you shouldn’t be wandering down. Remember to keep an open mind about the feedback you’re requesting.

For more information about brand consistency, talk to your Impact team member. We are happy to help review your brand, sort through the feedback, and make adjustments to your brand as needed*.



*Must qualify for products/services

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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.