One Message.
Clarity Amidst the Confusion —
While “unlimited access” to information doesn’t necessarily translate into more intelligence, it does mean more clutter and noise for someone to cut through when trying to make a good choice. One’s ability to make the right choice of your brand while surrounded by so much confusion is dependent upon how clear and consistent your message is communicated or “broadcast”, whether via the internet, media, sales & marketing materials, or your employees. It is also broadcast via word of mouth, which means that, in essence, the “information” about your brand, is your brand.
D’Alessandro defines brand as “everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself...Brand is whatever the consumer thinks of when he or she hears your company’s name.” Your brand, your truth, needs definition, and a knowledge and understanding of its place in its relative world and community - past, present and future. It also needs honesty, integrity, and loyalty. All too often the consistency of the brand is sacrificed to creativity, or the unqualified opinion of ego or pride, when in reality every thought and action should be all about the brand! The medium and audience may vary, but the message must remain clear and steady. More importantly, your brand needs a clear, single voice by which your vision is spoken. One that not only cuts through the noise and clutter, but that speaks one message, in one language, to one people - your people.
In a sea of confusion, what is your voice?
