There are several factors to keep in mind for your business when you are building brand consistency. The first is to find a name for your business that you’ll be happy with in the long run. Once you find a name for your business, don’t change it. That name becomes part of your business’s personality. Also, finding a great slogan that describes your business in a memorable way is another great way to build brand consistency for your business.

Always be consistent with color, icons and fonts.  It is very important for you to know the PANTONE colors of your logo (if it’s designed in two colors).  You can carry the colors throughout your office, advertising, stationery, and all of your marketing materials.

Another way to build brand consistency is to capitalize on the icon within your logo. That icon should become recognizable so that when prospective consumers look at the icon, without your company’s name right next to it, they should still be able to identify that icon with your company. Eventually, you won’t have to use your company’s name and simply the icon will do. A classic example of a recognizable icon is Nike’s swoosh.

Your font also is a great way to keep consistency in your brand.  The font of your logo and the font you use for your stationery could and should be used in all your letters, contacts, e-mails, and advertising because the font style will automatically be associated with your company.

Now that you have your logo and fonts, the next step is to trademark your logo/mark. 

Here are a few tips from the United States Patent and Trademark Office Web site:

You can establish rights in a mark based on legitimate use of the mark. However, owning a federal trademark registration on the Principal Register provides several advantages, e.g.,

• Constructive notice to the public of the registrant's claim of ownership of the mark;
• A legal presumption of the registrant's ownership of the mark and the registrant's exclusive right to use the mark nationwide on or in connection with the goods and/or services listed in the registration;
• The ability to bring an action concerning the mark in federal court;
• The use of the U.S registration as a basis to obtain registration in foreign countries; and
• The ability to file the U.S. registration with the U.S. Customs Service to prevent importation of infringing foreign goods.

When can I use the trademark symbols TM, SM and ®?
Any time you claim rights in a mark, you may use the "TM" (trademark) or "SM" (service mark) designation to alert the public to your claim, regardless of whether you have filed an application with the USPTO. However, you may use the federal registration symbol "®" only after the USPTO actually registers a mark, and not while an application is pending. Also, you may use the registration symbol with the mark only on or in connection with the goods and/or services listed in the federal trademark registration.

It sounds hard to brand your company and continue carrying it out, but once you have the basics down and solid, the rest will come smoothly.