If you've been following my blogs on branding, one thing I harp about is consistency. That is because being consistent may be the most important part of keeping a brand identity effective. After all, what is the point of developing a great brand image and identity if your marketing doesn't implement it in its every facet and initiative?
Lizette Sundvick, an Essential Attorney™ who consulted IMS to rebrand Sundvick Legacy Center last month (http://blog.estateplanningpartners.com/2012/10/simple-changes-can-have-a-large-impact-on-your-law-firm-marketing.html), participates in the Laureate Center for Wealth Advisors Wealth Strategies Program. This program offers brochures and other materials that participating attorneys can hand out to their clients. However, these materials are designed with the Laureate Center's branding. While the content is excellent, the presentation does not support Lizette's branding.
Lizette recognized this problem and sought to present these services in a way that would support her brand, and making a stronger statement for Sundvick Legacy Center. IMS did a complete redesign of the brochure that relays the same information, but is brand-consistent and integrated with all of Lizette's firm marketing -- from her website to her print newsletters. There can be no question of the attorney or firm that offers the services advertised in the brochure. Along with the rebranding of the brochure, Lizette worked with IMS to better market the service through video and on her website.
Think about the marketing materials, information or resources that you hand out to your clients and prospective clients. Have you taken visual ownership of these materials? Are they consistent with your website and branding?
The strongest brands are consistent brands, and that means that all of your public messages support and visually integrate your brand. Take ownership of your own materials. Every business card, workshop flyer and firm brochure should fit in with your brand identity.