Be Consistent, Be Consistent, Be Consistent

Whatever you decide to do for your message and your image, be consistent. The last thing you want to do is confuse consumers before they ever get to see your product or service in action. When advertising, tell consumers what you want them to know, and stick with that message. The best thing that can happen is they call for more information. The worst thing is they don't call because they have no idea what you are selling.