Branding.

Consistency pays off, it's easier, and it's the right thing to do.

Nothing is more valuable - aside from a great product - than establishing a clear brand identity and sticking with it; in product design, in marketing and sales, and in long-term owner services. On the marketing side this means creating an identity that is unique to the product, a theme line which carves out a unique position, consistency in use so all elements reinforce one another, and strategic partnerships which protect, support and enhance the brand.

Yes, this will take a little extra work up front, but once established, strong branding makes things easier, better and less expensive in the long run.