Brand Guidelines • Checklist
Brand Consistency Checklist by Channel
Consistency breaks differently on each channel. Use this checklist to keep website, social, email, ads, and sales materials aligned.
Website
- Logo usage matches guidelines (correct version, clear space, no stretching)
- Primary CTA button uses the same color and label style everywhere
- Typography hierarchy is consistent (H1/H2/H3 sizes and weights)
- Image style matches your imagery rules (tone, lighting, composition)
- Links and buttons are readable (contrast)
- Footer/contact info matches your “official” business details
Social
- Profile image uses the correct logo mark (not a cramped full logo)
- Bio uses consistent positioning language (who you help + what you do)
- Templates follow the same fonts/colors and spacing
- Post tone aligns with your voice rules (words to use/avoid)
- Highlights/pinned posts match updated branding after changes
- Header/logo is consistent with website (correct file, correct background)
- From-name + reply-to are consistent (no random variations)
- CTA buttons match website style (color + shape + label)
- Voice and tone matches your brand (especially in subject lines)
- Signature format is consistent across team members
Ads
- Ad creative uses brand fonts/colors (or a documented campaign variation)
- Messaging pillars are consistent (same 3–5 themes)
- Landing page matches the ad’s promise and look (no “bait and switch”)
- Proof elements are consistent (reviews, credentials, guarantees)
- If you test new visuals, document what “won” so it becomes the new standard
Sales / proposals
- Deck/proposal uses the same logo, palette, and typography
- Your offer language matches your positioning statement
- Pricing format is consistent (reduces trust friction)
- Case studies use consistent layout and proof format