How to Keep Your Brand Consistent Across Platforms

This is the question I get asked most often. And no wonder! Your brand was probably equipped with a logo, a color palette, and some fonts when you launched, but then that's it. You were left guessing on the parts of your business that you touch the most — your blog, your Pinterest graphics, and your social feeds.

So, how do you keep your brand consistent on a day-to-day basis without overdoing it?


First, let's get something out of the way. I'm going to assume you were give a brand board like the one above and you're consistently using the same fonts and colors across your website, your business stationery, and other graphics you (or a designer) create.

Brand boards don't take you very far, though. For us to discuss brand consistency, we have to expand our idea of what a brand is.

Truth-fact: People don’t follow you because they love your brand.

Another truth-fact: They follow you because you represent they lifestyle want and the person they want to be.

Consistency means showing off that lifestyle, not showing off your brand.



Consistent and fresh branding is a bit of an art, but there are three key things that I think make a world of difference as you're getting started. I shared them (plus my best tips for finding those components in your own brand and executing them on your social platforms)in my last newsletter!

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Designing a Brand: Joslyn Chase
Joslyn Chase.png

Combining two juxtaposing ideas into one cohesive and powerful brand might sound like an impossibility, but it's not! It's often walking that fine line where specificity gets defined and where the magic happens. Joslyn Chase's brand visuals are one of my favorites that I've worked on for this exact reason.

Joslyn is a personal stylist who effortlessly makes her clients feel comfortable with their own tastes and preferences. She's always impeccably dressed, but she wears her clothes in a way that empowers others to use their clothing to reflect their identity and the things that make them unique.

To start, we wanted to define Joslyn's client persona, or the person we believe her clients aspire to be a bit more like. Then, we came up with a goal for reaching them. 


The Joslyn Chase client persona:

She splurges on classic pieces and big adventures. She's lighthearted and spirited, and can socialize with anymore, whether in a group of socialites or with the locals in a faraway place. She chooses simplicity, but in a bold and dramatic way.

The goal

Make fashion accessible. Style should feel fun and personal, not like a constant quest to live up to the expectations set by magazines and runways. Everyone should be able to determine their own style. Just like one should be able to rock sequins or high fashion on a random Tuesday, she should also feel empowered to wear a killer TJ Maxx dress to a formal event. 

Joslyn Chase Logo.png

The logo

Clean and inspired by high fashion, while still being whimsical and with more personality than a typical brand name. It can transition between working with individual clients and working on commercial projects.

Joslyn Chase Colors.png

The colors

A broad selection across the color wheel with the intention of being used minimally and with lots of black to straddle the line between high fashion and everyday fashion. Geared toward more jewel tones to reflect confidence we hope clients feel, and the glamour we hope the personal styling experience brings to their lives.

Joslyn Chase Patterns.png

The patterns

Can be used as big, bold, graphic elements. They are highly structured, but bring a sense of fun, and spontaneity to the brand. 

Joslyn Chase Mockups 1.png

Bringing it all together

In the end, we created an identity that allows Joslyn and her clients to embody multiple facets of their personalities and environments — from home to work to date night to travel — while also instilling a sense of attainable aspiration that inspires clients to reach out for more styling advice. 


Love this and want more? Take a peek into a few pages of her style guide below.

Nicole YangComment
Five Things to Look for When You're Hiring a Designer

I've heard so many clients tell me their past experiences working with a designer were far from rewarding. Design is supposed to be smart and fun (all the things you look for in a best friend or life partner), so it's no wonder you need to date around a bit to find the designer who's right for you. It's not just a matter of finding a designer who's available, but finding a teammate who will improve your brand culture. Want to skip the awkward dating phase? Here are the top 5 things to look for when you're hiring a designer.



Has she worked with businesses in your industry or serving similar target audiences? Answering no to this question isn’t necessarily a deal breaker, but it will mean you’ll have to provide more expertise, demographics, and marketing conventions specific to your industry. You may be paying for her to do more research than she would normally.


Do you share similar values when it comes to business and marketing? If you want a business partner who will anticipate your future needs and suggest better ways to market to your target audience, search for a designer who approaches their projects holistically, inquires about your company history and goals, and is genuinely curious about how your run your business. A designer who simply wants to get the job done and spends little time getting to know what makes you different will ultimately leave you unhappy with the finished product.


Are you comfortable voicing your thoughts with her? Does she clearly explain ideas to you? So much of what makes your business unique and what makes a design effective is nuanced. The exploratory process can also be involved. Make sure you’re both able to talk about those nuances and discuss ideas or disagreement in a productive way.


Is her work high quality? Does she express a mastery of colors, spacing, typography, and balance? Does her artwork have a defined style?


Is she able to complete your project in your ideal timeframe? If not, is she able to explain why the process takes longer than anticipated? Is she within your budget? If she isn’t, what value is she providing that justifies her price?


The best way to discover if you're a good fit? Always schedule a quick call to talk out your ideas and get a sense of how you'll interact together. Consultations might get repetitive if you're considering multiple candidates, but when you've found the right partner, the search will have been worth it and you'll click right off the bat!


Not sure if you need help? Download the quiz: "How to Tell if Your Brand Needs a Little Design Help"

Nicole YangComment
Nicole A. Yang The Design Lab has Launched!
Celebrating the Design Lab launch!

You’re probably tired of searching for the right design solution. Y'all, I was tired FOR YOU.

Maybe you’ve been doing it yourself for a long time and you’re finally ready for someone else to take the reins.

Or maybe you’ve worked with designers in the past, but either walked away with designs that didn’t completely click with your business or that looked inconsistent when you took a bird’s eye view of the situation.

My biggest craving (after Ben & Jerry's Milk and Cookies ice cream) is for businesses to start bridging the gap between their company mission and what their customer perceives.

How often do you feel like what you're saying falls on deaf ears, or that people are glossing over what you show them?

Bridging the gap means appealing to your customer's sensibilities. Most of that happens through design — consistent and smart design. But hear me out! "Consistent and smart" doesn't mean repetitive and boring! There's a better way.

 The inspiration and final design of my own brand!

The inspiration and final design of my own brand!

Nicole A. Yang the Design Lab launches today and I couldn't be more excited. My biggest passion is engaging with you brilliant business owners and talking about how to make our world better through smarter decision-making. The magic starts at design.

I’ve spent most of my career working with small businesses and taking a holistic view of their needs and their customers’ needs. The best part of this experience is that I don’t view projects as one-and-done deals. I don’t believe in short-term band-aids, but rather long-term overall health.

Every project, no matter how big or small, has the potential to convert your audience into a customer, a brand evangelist, or an admirer. Every project is a part of your brand cocktail. Let’s make it something delicious.


Ready to juice up your brand?

Brand Style Guidance

Product Design

A La Carte

Design Retainers


Not sure if you need help? Download the quiz: "How to Tell if Your Brand Needs a Little Design Help"

Nicole YangComment
What Does a Designer Actually Do?

We live in a time of visual abundance. So much of what we see every day is eye candy and inspiration. As individuals in a social world, we voluntarily take responsibility for contributing to the visual well being of the world, too. Whether or not you're a photographer or designer, you're probably editing photos before posting them to Instagram. You're taking design liberties on SnapChat, and customizing your own designs on Canva. 

So if we're already well-versed in good looks, what does a designer do? There are a ton of skills a great designer can bring to a brand or a project, and all of them come with expertise in strategy and media, sprinkled with a whole lot of magic and intuition. 


A designer is your translator between your client’s needs and the service or product you provide. Once you’ve defined your ideal client, your goals, and your unique purpose in the market, a designer will find the visual equivalent to them.

Great designers are well-versed in the nuances of the visual language. Their expertise is knowing how designs can form subconscious impressions and communicate ideas with color, shape, and contrast cues.

These little cues help a user distinguish between two brands that might sound similar, but are visually different.


This is the part we usually like to define designers by — they just make things, right? This is the most creative part of the process, but it’s only half the battle. Using the knowledge we’ve gained during the translation phase, this is when designs come to life on sketch pads and computer programs. It's the part we usually see shared on social media, and it’s the meat of the work designers do, but it will only go so far before the next phase comes into play.

Experiment and test

Designs are refined in the fire, and this phase often happens simultaneously with the creation phase until a satisfactory design is produced.

Each decision that is made in the creation phase has to be tested in the environment it will live in. Will the design be used in one, specific place, or in numerous places? What restrictions are inherent with those environments?


So many things to consider! All of the answers guide the experimentation process and lead us to a final product.


Once the experimentation phase is over, it’s time to make those observations into defined rules for you to roll with on the rest of the project, or on future creations! A designer will know what rules are helpful, and which are unnecessary.

For instance, can your brand fonts be used at all weights provided, or only “regular” and “bold?” Should every graphic that’s a part of your marketing campaign have your full logo? Are all body text blocks supposed to be dark grey, or can some be black and some be grey? 

These rules are seemingly small guidelines for consistency, but they make all the difference across an entire company’s assets. They also help other designers (whether you're working with one or multiple) know how to make decisions that keep them working more efficiently and their final products more refined.

Refine and Prepare

Nothing is set in stone until it’s sent off! The refining process happens once a designer sees the project holistically. There may have been a decision or guideline that she used that needs to be tweaked, or there may be edits that need to be saved until the very end of the process, after design ideas are approved (smoothing out lettering or custom shapes, or aligning images).


Last, but certainly not least, your files need to be prepared for wherever they’re going! Files sent off to print need to be exported with settings specific to your printers needs. Files being displayed on a device need to be exported and checked for color and resolution (especially now that retina displays are commonplace and getting fancier than ever!). Depending on where your design is going and how complex it is, this could be a 30-second process, or a day-long process, but it makes all the difference in making sure the final product is worth the hard work!

Convinced a design expert can increase your customer trust, acquisition, and revenue, but not sure where to start? Sign up to receive the free quiz "How to Tell if Your Brand Needs a Little Design Help."

Nicole Yang