WHY YOUR BRANDING NEEDS TO GET ITS ACT TOGETHER ACROSS EVERY CHANNEL

Let’s be honest: your customers aren’t sitting around thinking, “I wonder what Channel This Brand Wants Me to Use Today.” They’re everywhere—scrolling, searching, swiping, clicking—often all before breakfast. If your branding doesn’t keep up (or worse, looks like it’s been stitched together by several confused committee members), you’re losing recognition, trust, and likely sales.

Multi-channel cohesion isn’t a “nice-to-have.” It’s the difference between looking like a modern, confident brand… and looking like you forgot to finish your homework.

THE MULTI-CHANNEL MAZE YOUR CUSTOMERS ARE NAVIGATING

Today’s customers hop between touchpoints - they spot your brand on Instagram, disappear into Google for research, stumble onto your website, read reviews, and maybe—just maybe—convert once your email reminds them you exist.

If your brand identity shape-shifts across these stops, people get confused. Confusion kills confidence. Confidence sells. So if every interaction doesn’t feel like the same brand showing up with the same vibe, tone, and visual punch, you’ve got some updating to do.

WHEN INCONSISTENCY MAKES YOUR BRAND LOOK... WELL, DODGY

Inconsistent branding is the fastest way to make your business look unreliable, even if your product is brilliant. Think mismatched colours that look like they’ve never met. Logos that mutate from channel to channel. Tone of voice that swings from formal to chatty like a caffeinated intern is writing half your posts.

Customers may not say anything—but they notice. And what they notice is usually, “Hmm… something feels off.”

That tiny “off” feeling is where trust quietly evaporates.

THE REAL PAYOFF: TRUST, RECOGNITION, SALES (AKA THE GOOD STUFF)

Cohesive branding isn’t just about aesthetics. It’s about money. Bold, consistent brands get remembered. Trusted. Chosen.

Here’s what cohesion actually delivers:

• Instant recognition: Your brand becomes a familiar face rather than a questionable stranger.

• Higher conversions: Consistency removes doubt—and doubt is the enemy of buying.

• Lower marketing faff: No more reinventing assets every five minutes.

• A sharper competitive edge: You look like you actually know what you’re doing (because now you do).

Cohesion is brand hygiene. And nobody ever fell in love with a brand that looks disorganised.

WHAT UPDATING YOUR BRANDING REALLY MEANS (HINT: IT’S NOT A FULL IDENTITY CRISIS)

Updating your branding doesn’t mean tossing everything into a bonfire and starting again. Most brands simply need a refresh, not a rebirth.

A proper update looks like:

• Crystallising what your brand actually stands for (not what you vaguely hope it does)

• Updating visuals so they look good everywhere, not just on your About page

• Creating messaging that holds its shape whether it’s on a billboard or a TikTok post

• Making your brand easier to recognise in the wild

• Ensuring everything is legible, accessible, and not stuck in 2014

It’s alignment—not annihilation.

BUILD A VISUAL SYSTEM THAT STOPS YOUR BRAND GOING ROGUE

A strong visual system is like giving your brand a personal stylist who actually understands you. It keeps everything looking sharp, consistent, and unmistakably “you.”

This usually includes:

• A colour palette that doesn’t shift with the weather

• Typography that behaves itself across channels

• A logo set that works everywhere from website headers to tiny app icons

• Imagery with a consistent tone (moody? bright? quirky? pick one!)

• Layout patterns that make content creation faster and less chaotic

When your visual system is solid, your brand becomes unmistakably recognisable—even before the logo shows up.

THE TONE OF VOICE: WHERE YOUR BRAND ACTUALLY SOUNDS LIKE IT KNOWS WHO IT IS

Your tone of voice is where your brand’s personality comes alive. And if that personality changes depending on who wrote the post that day, customers feel it.

To keep things consistent:

• Define the personality traits that steer your communication

• Give actual examples of what to say—and what to never say

• Establish message themes that show up everywhere

• Adapt tone slightly per channel, but never so much you sound like an entirely different person

If your brand were a human, your tone of voice ensures customers aren’t wondering if it has multiple personalities.

CONSISTENCY DOESN’T MEAN BORING (LET’S KILL THAT MYTH)

Some brands fear cohesion because they think it means being dull or repetitive. Wrong. Cohesion simply means your brand has a recognisable identity—one that can flex, adapt, and play nicely with different formats.

Think of it as creative freedom with boundaries, so your brand stops going full Picasso in one place and corporate robot in another.

ROLLING OUT A MULTI-CHANNEL BRAND UPDATE WITHOUT LOSING YOUR MIND

To avoid a chaotic “new year, new me” identity crisis, roll out your update with structure:

1. Audit everything. (Yes, everything.)

2. Create a proper brand system people can actually follow.

3. Fix your most visible channels first.

4. Train your team so your brand stops shapeshifting.

5. Roll out changes in planned waves, not random spurts.

Suddenly, your brand looks intentional—not accidental.

HOW TO KEEP YOUR BRANDING COHESIVE LONG-TERM

Brand cohesion isn’t a one-off clean-up job—it’s ongoing maintenance. The kind that saves you from bigger headaches later.

Do this regularly:

• Run small brand audits every year

• Update guidelines as platforms evolve

• Listen to customer feedback—they’ll tell you when something feels “off”

• Tweak and refine your system before things drift

Strong brands evolve. Weak brands unravel.

FAQ

How do I know if my branding needs an update?

If your channels look like they’re run by different people (or different decades), it’s time.

Will updating our branding confuse customers?

Not if you do it properly. It actually eliminates confusion by making everything look unified.

Do I need a full rebrand?

Maybe not. Most businesses just need a refresh, not a personality transplant.

How often should branding be reviewed?

Every 12–18 months. Long enough for things to evolve, short enough to stop chaos.

What’s the most important part of multi-channel cohesion?

Consistency. Sexy? No. Effective? Absolutely.

If your brand looks different on every channel, it’s not “quirky.” It’s confusing...Let’s fix that.