The same principles that govern effective marketing apply to technology choices:
Consistency: Does your technology experience align with your brand promise? If you position yourself as “efficient and organized,” but your systems are clunky and unreliable, you’re undermining your own messaging.
User Experience: Just as marketing content should be client-focused, technology should prioritise client ease-of-use as much as smooth internal operations.
Professional Presentation: Your video conferencing setup, document sharing process, and client communication tools are as visible as your website, and probably interact with clients more frequently.
Reliability: Marketing builds expectations; technology fulfills or betrays them. Inconsistent technology performance damages credibility faster than poor marketing builds it.
