Why consistency matters in council communications

Sometimes, council communications can feel a little inconsistent.

A poster promoting a service might use one style and tone. A press release about the same service might take another approach. Then, on social media, the message can look and feel different again.

To residents, this can feel as though these communications are coming from separate organisations rather than one council. The result? Confusion, reduced trust, and long-term reputational challenges.

Councils are a brand

Even if we don’t often use that word in local government, every council has a brand identity. That identity isn’t just a council logo or crest, it’s about how the council presents itself in every communication, from printed posters to Facebook posts, and everything in between.

A strong brand helps residents recognise their council’s messages and builds confidence in them.

Top tip: If a resident looked at several of our communications side by side, would they know straight away that they came from our council?

Tone of voice as part of identity

Tone of voice is a key part of every parish and town council's brand. When the council's tone is consistent, respectful, and inclusive, residents will recognise and trust it.

When tone varies widely, it can feel confusing or even careless, which risks undermining confidence.

Reflective question: What do we want our council to sound like, and how do we want residents to feel when they read our communications?

Why consistency counts

Consistency doesn’t mean everything has to look or sound identical. It means that communications across different channels feel like they belong to the same organisation.

That shared identity reassures residents, reduces avoidable enquiries, and makes the council’s work feel more professional and reliable.

Top tip: Make use of simple tools such as templates and a style guide so the council can achieve consistency without extra effort.

Every message your council puts out is an opportunity to build its brand identity. When messages look, sound, and feel like they belong together, your council isn’t just informing or updating residents. It is also building confidence, credibility, and lasting trust.