Every company has a look. The logo sits in the same corner, the headings are the same blue, the font is the same everywhere. That look is the brand, and the tool that protects it is the template.
New joiners meet templates in one of two moods: relief (someone already did the design!) or frustration (why does this text box keep fighting me?). This lesson is about staying in the first mood.
What a template actually is
Why companies care so much: when a customer receives three documents from three different employees, they should look like they came from one company. Consistency reads as competence. A proposal in the wrong font, with a stretched logo, signals carelessness before anyone reads a single word.
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