Brand Strategy must be consistent at every touch point that your consumer interacts with your organization, and the same core brand values, messaging and attributes must be reflected in everything an brand / organization does when touching their consumer. It must be consistent whether in advertising, event marketing, licensing, social marketing, strategic planning, business development strategies, collateral development, even to a receptionists messaging, and all relevant area’s that influence the customer relationship with the firm.
Branding today is far more inclusive than ever before. It must be consistent. It must be effective, and it must try to build a brand connection with your core consumer every time the consumer touches the brand.