I’m probably going to date myself with this article, but let’s be honest, this gray hair isn’t fooling anyone.
If you’re like me and went to college in the late 90s/early 2000s, Cake’s album Fashion Nugget likely had a stranglehold on you. I bet you heard their cover of Gloria Gaynor’s “I Will Survive” at every house party you went to (accompanied by a keg of Natty Light). The music? Iconic. The vibes? Immaculate. And their album covers? A masterclass in brand consistency.
Cake’s visual style: simple, bold, and unforgettable
Think back to those covers. The clean typography. The bright backgrounds paired with stark, high-contrast illustrations. The bold serif font that somehow managed to look both old-school and fresh. Every album Cake released had that same unmistakable design. Whether you were flipping through a dusty stack of CDs or scrolling through iTunes in its early days, their albums stood out.
That’s the power of a consistent brand. It’s not just about looking good — it’s about making your audience feel something familiar, every single time.
Consistency creates trust
Imagine if Cake had veered off course with their visuals — say, swapped their vintage-inspired look for neon gradients and Comic Sans. Would their albums have been as recognizable? Probably not. Consistency in branding tells your audience, “You know what you’re going to get.” It builds trust, which is the foundation of customer loyalty.
In Cake’s case, their cohesive look said, “We’re idiosyncratic, clever, and timeless.” And as a fan, you felt like you were in on the joke. That’s what branding done right can do: create a sense of connection beyond the product itself.
How to channel Cake’s consistency into your brand
You don’t need a yellow backdrop or retro illustration to create consistency in your branding. But you do need to decide what you want to be known for — and stick to it like Cake stuck to Copperplate Gothic (the font they used for their band name).
Set your rules
Decide on your brand’s core elements: logo, colors, fonts, and tone of voice. Then commit. These rules should be the visual and verbal equivalent of your “Fashion Nugget” vibe — recognizable and true to who you are.
Repeat, but don’t stagnate
Consistency doesn’t mean never evolving. Cake’s sound evolved, but their essence stayed intact. Your brand can do the same. Refresh your look every so often, but keep the heart of it intact.
Be memorable, not trendy
Trends come and go, but timeless branding sticks. Cake’s covers could’ve leaned into the grunge aesthetic that was so popular in the 90s, but instead, they opted for something unique and enduring. Aim for that in your branding.
Your takeaway
Whether you’re a one-woman show like me or a business with a whole team, consistency in your branding is your secret weapon. It makes you recognizable, builds trust, and creates loyalty. If a band from Sacramento can teach us anything about branding, it’s this: stick to your style, and your audience will stick with you.
Now, excuse me while I dust off Fashion Nugget. It’s time for a little “Frank Sinatra” on repeat.