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The Importance of Consistent Branding: Interview with Joshua Guilbeau of BlakSheep Creative

Adriaan Brits



According to a study by Lucidpress, businesses that are consistent with their branding see a 33% increase in revenue. This means that having a cohesive brand identity is essential for any company that wants to be successful.

But how do you create a strong and successful brand?

We sat down with Joshua Guilbeau, designer and branding expert at BlakSheep Creative, to get his insights. Here’s what he had to say:

Be consistent

“The most important thing is to be consistent with your branding across all channels,” Guilbeau says. “Every time you communicate with your customers or prospects, make sure your message is clear and on-brand.”

Guilbeau also suggests using the same colors, fonts, and logos across all of your marketing materials. This will help create a cohesive brand identity that customers will easily recognize and remember.

So how can you be more consistent with your branding? Josh offered a few tips:

1. Define your brand

The first step is to define your brand. What are your core values? What makes you unique? Answering these questions will help you create a consistent message that resonates with your target audience.

2. Create guidelines

Once you’ve defined your brand, it’s important to create guidelines that will help you stay on track. These guidelines should include everything from your brand colors and fonts to your tone of voice and messaging.

3. Train your team

Make sure everyone on your team is aware of your brand guidelines. It’s also a good idea to provide training so they can learn how to communicate your brand message effectively.

Review and update regularly

Your brand guidelines should be a living document that you review and update regularly. As your business grows and changes, so should your brand identity.

“Remember, your brand is much more than just your logo,” Guilbeau says. “It’s the promise you make to your customers, and it should be reflected in everything you do.”


Next, we discussed the importance of building a solid emotional connection with your customers.

Build an emotional connection

“People do business with people they know, like, and trust,” Guilbeau says. “So it’s important to build an emotional connection with your customers.”

One way to do this is by telling stories that connect with them on a personal level. Share stories about your company’s history, team, and customers. These stories will help create a strong emotional bond that will keep customers coming back.

Another way to build an emotional connection is by being authentic. Be genuine in your interactions with customers and show them that you care about their experience.

“The most important thing is to be consistent with your branding across all channels.”

Next, we talked about the importance of staying true to your brand.

Stay True to Your Brand

“It’s important to stay true to your brand,” Guilbeau says. “Don’t try to be something you’re not.”

When you’re authentic and honest about who you are, it builds trust and credibility with your customers. They know they can rely on you to be the same company today that you were

“Your brand is a promise you make to your customers,” Guilbeau says. “It’s important to stay true to that promise.”

This means being consistent with your message and delivering on your promises. It also means being transparent and honest, even when it’s not easy.


“Customers can see through BS,” Guilbeau says. “If you’re not being authentic, they’ll know.”

Finally, we discussed the importance of staying relevant.

Stay Relevant

“It’s important to stay relevant to your customers,” Guilbeau says. “Don’t try to be everything to everyone.”

Knowing your target audience and what they’re looking for is essential. Then, you need to make sure you’re providing them with the products, services, and information they need.

“You can’t be all things to all people,” Guilbeau says. “You need to focus on your niche and be the best at what you do.”

By staying relevant to your target audience, you’ll be able to build a long-term relationship with them.

“The most important thing is to be consistent with your branding across all channels.”

Develop a strategy for your messaging.

“It’s also important to develop a messaging strategy that resonates with your target audience,” Guilbeau says. “By being clear and consistent with your branding, you can create a strong connection with your customers and turn them into lifelong fans.”

When developing a strategy for your messaging, it’s crucial to think about what you want your customers to feel when they interact with your brand.

You want them to feel trust, credibility, and connection. You also want them to feel like you’re relevant to their needs and that you’re the best at what you do.


To achieve this, you need to be clear and consistent with your branding. You need to be authentic and honest, and you need to stay focused on your target audience.

Make sure your brand identity represents you accurately.

Next, Josh suggests that small businesses focus on creating a brand identity that accurately represents who they are as a company. “Your branding should reflect your values, mission, and unique selling proposition,” Guilbeau says.

“In my experience, the most successful brands are those that have a clear and concise message that resonates with their target audience. By being clear about who you are and what you do, you can set yourself apart from the competition and attract more customers.”

To develop a brand identity that accurately represents your company, start by defining your core values. What are the beliefs that guide your business? Once you’ve defined your values, use them to develop a mission statement. This statement should be clear and concise and capture the essence of who you are as a company.

Finally, develop a unique selling proposition (USP). This is the one thing that you do better than anyone else. It’s what sets you apart from the competition and makes you the obvious choice for your target audience.

When you have a strong brand identity, it will be reflected in everything you do. Everything should reflect your company’s values and mission, from your website and marketing materials to how you interact with your customers.

Use social media to connect with your customers.

In today’s world, social media is a powerful tool that can be used to connect with your target audience. “Social media is a great way to connect with your customers and create a relationship with them,” Guilbeau says.

“By being active on social media, you can show your customers that you’re interested in hearing from them and that you’re accessible. You can also use social media to provide valuable information and resources that your customers will appreciate.”

When using social media for your business, it’s essential to be strategic. “You need to have a plan for what you want to accomplish with social media,” Guilbeau says. “Are you using it to build brand awareness? Drive traffic to your website? Engage with your customers?”

Once you know what you want to accomplish, you can develop a strategy for using social media best to achieve your goals.



As you can tell, a lot goes into building a strong brand. But if you focus on these critical areas, you’ll be well on your way to creating a brand that your customers will love.

And when customers love you, they’ll keep coming back. They’ll also tell their friends, and that’s how you create a loyal following of customers who are passionate about your brand.

If you want to learn more about branding, you can view Josh’s portfolio or email him at [email protected].

Thanks for reading!

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