A brand is found in more than one place.
Someone can discover you on Instagram, read your website and then ask for a proposal. If each step uses a different voice or visual language, you are asking them to recognise you again at every point.
Coherence is not repeating the logo. It is making that reading easier.
Review what already exists.
Gather a page from your website, several posts, a proposal and a typical email. Look at how you use the name, which promise you repeat, which images you choose and how you explain your services.
The aim is to find concrete patterns and contradictions, not to judge taste.
Define rules you can actually use.
A useful guide helps people choose. It explains the role of each typeface, when to use colour, how to select a photograph and which tone fits the brand.
Include examples of the pieces you genuinely need to produce, not the ones that look good in a presentation.
Start with one decision.
You don’t have to redo everything at once. Pick the touchpoint that causes the most confusion today and check what it needs: a clearer message, a different hierarchy, or a more consistent application of the identity.
