I received a nice insert in my newspaper recently.
Even before I looked at it, I knew what company issued it.
Typeface: clear, clean look, very open, san serif. Always the same.
Colors: bright, often changing, but something about the colors and the way they work together sends a clear message. The corporate color is there, but it isn't the only color. These people have put the whole rainbow to work, and very effectively
Words: friendly, low key, and uses words a customer would use. It's all about the customer, not about the company. And there's just the tiniest bit of humour, always a refreshing change in this category.
Do your marketing materials work this hard?
This kind of consistent messaging is a high standard for any organization to reach, large or small.
It's not just consistency that counts. It's consistency that means something to your target audience, and that helps them engage with you.
And consistency is in tone, product design, everything you've got.
So kudos to Scotiabank for doing such a consistently good job on this.