We often think of creativity as bold reinvention — a flashy rebrand, a splashy new website, a logo reveal that turns heads. And while those moments matter, they’re not what sustain a brand. What builds a brand over time isn’t the big swings; it’s the quiet, consistent reinforcement of a clear visual identity.
In other words: consistency is creativity. And that consistency requires ongoing investment in design.
Now, if you’re a small company still finding your footing, perfection isn’t always practical. You might not have the resources to police every touchpoint or hire a full-time designer. And that’s okay — early growth often involves some level of brand inconsistency as you move quickly and prioritize what matters most.
But once you’ve made your initial investment — once your brand is out in the world and gaining traction — maintaining consistency becomes critical. Without it, even the strongest brand work can slowly unravel.
The Pattern We See Too Often
A company invests in a major rebrand. They launch a beautifully designed site, a fresh color palette, sharp messaging, and a few templates to get things rolling.
Then the internal team takes over.
They try to recreate the same look in Canva. They eyeball the fonts. They forget to update that old sales deck. Eventually, marketing collateral starts to drift. The website no longer matches the social graphics. The brand becomes a mix of old and new — and not in a cool, cohesive way.
This isn’t a dramatic collapse. It’s a slow erosion. And it’s incredibly common.
Design Is a Living System, Not a One-Time Project
Strong design systems are like gardens — they thrive with care but wilt with neglect. Without a clear plan to maintain visual quality, brands suffer from what we call design drift. This shows up in:
- Inconsistent use of colors, fonts, and logos
- Sloppy or off-brand templates used for speed over quality
- Mismatched visual language across departments or platforms
- A general decline in how professional, trustworthy, or current the brand feels
When customers start to notice, the damage is already done.
Inconsistency Costs More Than You Think
Design inconsistency doesn’t just hurt aesthetics — it hurts your business. According to Lucidpress, consistent brand presentation across all platforms increases revenue by up to 23%. Meanwhile, design-led companies — those that continue to invest in design across the organization — outperform their competitors by up to 2:1 in revenue growth, according to a McKinsey report.
Why? Because design communicates trust. It signals professionalism. It helps people instantly recognize who you are — and more importantly, why they should care.
When you let design slip, you’re not just hurting your brand. You’re undermining your credibility, your conversions, and your ability to stand out in a crowded market.
Good Design Is Ongoing — and Strategic
Investing in design doesn’t mean you need a total overhaul every six months. It means having the systems, partners, and internal discipline to stay consistent as your business evolves.
That could mean:
- Working with a creative partner on a retainer or project basis
- Auditing brand materials regularly to catch drift before it becomes a problem
- Creating a living brand guide and training your team to use it
- Updating key touchpoints (like pitch decks or sales sheets) at least quarterly
- Assigning brand ownership within your organization
Great design isn’t just about what’s beautiful. It’s about what’s repeatable, clear, and on-message — every single time.
Treat Design Like Infrastructure
You wouldn’t launch a new product and stop marketing it. You wouldn’t publish a website and never update it again. Design should be no different. It’s not a one-time purchase — it’s the infrastructure that holds your brand together.
The most creative brands out there? They’re not constantly reinventing. They’re relentlessly reinforcing.
Ready to Keep Your Brand Consistent?
Design is one of the clearest signals of your brand’s quality, clarity, and credibility. If your visual identity is starting to slip, or you’ve never put a system in place to manage it, we can help.
Request a brand consultation today — and let’s keep your brand looking (and performing) its best.
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With over a decade of agency and in-house experience, Ben Huizinga is a creative and brand strategist focused on building brands that endure—crafting identities that make meaningful connections and stand the test of time. As Director of Brand and Creative at Young Marketing Consulting, Ben blends hands-on execution with high-level strategic thinking, helping organizations align their vision with the right voice, visuals, and experiences. He is also an experienced website architect, specializing in the development of beautiful, easy-to-use WordPress, Drupal, and Webflow sites that bring brands to life online. His work has shaped leading brands across the sustainability, technology, and nonprofit sectors—including Geothermal Rising, Echo Communications, and Bonterra, one of the world’s largest social good technology companies.
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