Law Technology

Branding Strategy Should Be Consistent

By Andrew Flusche

Is your branding strategy consistent? BMW of Charlottesville certainly doesn’t have a consistent branding strategy. Their courtesy vehicle is a Honda. Do you see a problem here?

Consistent branding

If I owned a car dealership, all vehicles on the premises would be of the type I sold. They’d all be spotlessly clean.

Don’t most dealers do this anyway? They give demo cars to their salesmen. They use the brand’s van or SVU for their courtesy car. I’m not sure how this BMW dealer missed this key to branding strategy.

Why it matters

For a brand to be effective, you have to impress it upon your customers. This typically requires repeating your brand many times. That’s where the branding strategy comes in.

Your strategy must be well thought-out and carefully planned. If you deviate from the branding plan, you confuse your customers. They won’t likely remember your brand, and that means they might not be your customer. Whoops!

Is your branding strategy consistent?

I’m probably guilty of not having a consistent branding strategy. But I’m trying to improve that. Hopefully I’ll have the funds soon to hire someone to spiffy-up my law firm logo, letterhead, and business cards.

What about you? How consistent is your branding strategy?

Full post as published by Legal Andrew on August 18, 2008 (boomark / email).