Do you ever wonder why certain brands look the same across every platform? Or why it’s so easy to spot a brand in the wild just from a color or an emblem? That’s the power of a cohesive brand.

What Cohesion Actually Means

Definition of Cohesion:
noun
the action or fact of forming a united whole.

Cohesion in a brand means all the moving parts of your business work together to create a memorable, unified presence. I’m talking about your logo, fonts, brand colors, website design, website copy, and all the way over to your Instagram and social media presence.

Here’s how I picture a perfectly cohesive brand: imagine you’re getting ready for a first date. You want to make the best impression, right? So you pick your outfit, do a little TLC on your hair, maybe even get a haircut. Then comes makeup—you don’t want to look like a clown, so you make sure it blends well, matches your skin tone, and fits the outfit. You don’t go full glam if you’re wearing jeans and a t-shirt (unless that’s your thing, in which case, all power to ya, sister). The point is, everything makes sense together, so your date doesn’t feel like they got catfished. That’s what cohesion does for your brand.

And honestly—have you ever clicked on a cute Instagram ad only to land on a website that looks like it was pieced together with eyes closed? Yeah… don’t be that brand.

Why It Matters

Trust & Recognition
When your brand is cohesive, people trust you and recognize you. Think Starbucks—the green, the siren logo. You can spot it instantly, and that recognition is why millions interact with them every day.

Professionalism
A cohesive brand looks established, even when you’re brand new. Especially when you’re just starting out, cohesion gives you a leg up on your competition.

Magnetism
People are drawn to brands that feel put together. Cohesion creates a sense of calm instead of chaos, which makes people come back—and bring their friends.

Confidence for YOU
When your brand feels cohesive, it’s easier to show up and sell your stuff because you’re proud of how it looks. You’ve got confidence you wouldn’t have if your website looked like it was designed blindfolded and your colors were picked with a dartboard.

Where It Shows Up

Cohesion shows up everywhere: logos, fonts, colors, photos (yes, even the photos), websites, business cards, posters, stickers—you name it. Anything your brand touches should feel aligned. Which brings me to my favorite reminder: branding isn’t just a logo. ahem glad I got that out of my system.

It also shows up in your brand voice. Instagram captions, emails, website copy—it should all sound like you. Just like on a first date, you don’t switch between five different personalities depending on the location. Your brand shouldn’t either.

Common Mistakes

One of the biggest mistakes I see is people using Canva templates without adjusting them. Look, I love Canva, but please, for the love of God, at least change the fonts and colors to match your brand. Your designer spent time crafting your look—use it

How to Build Cohesion

If you take one thing from this post, in the wise words of Sabrina Carpenter: please please please use the brand guide your designer gave you. It’s literally laid out to make your life easier. Most designers (hi, it’s me) even create social media templates so you can stay consistent online.

And if you’re not sure what needs to be cohesive in your brand… book a brand audit. (Hi again, beta pricing till Oct 1st.) I’ll lovingly tell you what’s working, what’s not, and how to make your brand the best it can be. Going back to the date analogy, I’m the loving best friend who is telling you “you can do better.”