In last week’s introduction to small business branding, we talked about the six criteria on which the strength of a brand can be measured; recognition, consistency, emotion, uniqueness, adaptability, and management.

Today we’re going to focus on the importance of consistency. This is a topic that was covered very thoroughly in a great post by our friends at Vistaprint on the Microbusiness Perspectives blog. Writer/Editor Robbie Vogel outlined four key reasons why your brand identity must remain consistent in order to achieve the best results for your business:



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