We often come across small businesses that are damaging their brand and not paying attention to consistency throughout their marketing by not adhering to any guidelines. Many businesses are too relaxed with the use of their logo, colours and fonts, which may portray you badly over time.
Your brand is the most important part of your business. This is the thing your customers will recognise and helps them to differentiate you from your competitors. Consistent use of your logo, brand colours and key messaging across all communications is extremely important and will help to strengthen your brand identity.
To ensure your brand is consistent it may be a good idea to put together some brand guidelines. These will list the colours/fonts/sizes and they should be referred to each time you market your business. The guidelines do not need not be complex, a simple document detailing some basic styling information will generally be sufficient.
Remember, consistency is key!