Take the time to create a run book with your brand colors and theme standards.  Be consistent with these guidlines and enforce them for every page across the site and everything that you publish.

Identify the site wide standards for:

- color pallettes and the master style sheet

- default display, mouseover, and click history states

- image standards, corners, and layouts

- alt tags and their usage of your search optimization terms

Will you display mouseover "pop up" help text and if yes, for what types of links?  What kind of a feel is consistent with your brand message.  Stable and reserved or wild and frenetic.  Be purposeful and be consistent.

Use the same standard for online and offline content.  Create modularized content once and use it in many places for the best symmetry of your message and style across all channels.