Continuing on my previous discussion on consistency (Get With The Program) and its ability to build company recognition, an important factor in this is branding.  You could pay a boat load for advertising but it needs to all relate if you are going to get the most value out of it. 

Branding your company means creating consistency across all of your correspondences, ie. using the same or similar logos, colours, fonts, styles, etc, so that the audience builds familiarity with your company.   

People become confident with consistency much the same way that horses do.  Many horses will spook when they’re introduced to a new jump but most will become confident after they’ve gone over it a few times and realized it didn’t eat them.  Or if it’s my horse, he’s always going to be suspicious that the jump might spontaneously come to life as a purple dragon and eat him. 

Take to the barn message:  Don’t keep people guessing, with the multitude of messages we receive everyday, make sure that yours is recognized.