How Consistent Communication Will Supercharge Your Business Growth
And Three Ways To Make Sure you Hit The Target Every time
I wasn’t exactly sure what it was that put me off him, I just knew that there was something that I didn’t immediately resonated with. At first I attributed my slight antagonism to a mere personality clash, but later realised that it was even more impactful, though also at the same time more subtle and nuanced.
Finally, after speaking to another mutual acquintance, I came to know the real reason I felt uncomfortable in his company — he wasn’t always ‘the same’.
As we progressed through our mostly informal conversation, I constantly picked up small inconsistencies in opinion and thinking, leaving me with the impression that I couldn’t with confidence place myself in relation to this potential future business partner. Ultimately, all business relationships stand or fall by its shared trust, and as I didn’t feel safe amidst my perceived uncertainties, we ended up trading contact details, without doing any meaningful business together.
Some call it integrity — the state of being ‘one’, of being wholly part of yourself. If it exists in your personal interactions, it instills confidence and communicates stability to your relationships. In its absence, you are perceived as being waivering and unpredictable, The result will be that others keep their distance, as they wait and see how you might react to every situation.
Exactly the same principles apply to the multitude of connections your business has with its various stakeholders. Whether with clients, customers, partners or suppliers, being integrated and consistent is the key to sustaining quality business relationships.
Consistency can be communicated through various channels, and should be the foundation of your broader communication strategy on every level.
Consistency in message
Making sure your messaging is on point in all marketing collateral, will be the first step towards communicating consistently. This can easily be achieved by coming together as a team, and figuring out the ‘why’ and ‘how’ of your company once and for all. Making sure you are in agreement as to the identity, purpose and practices of your business, paves the way for steady and dependable communication for years to come.
In the era of experience, everyone, be they employee or customer, is a consumer who must be informed, entertained and delighted throughout every step of the consumer journey. Smart organizations are approaching creating these types of experiences by finding their purpose and then using it as a creative and aspirational theme with which to engage. Consequently, an approach to building + operationalizing purpose-driven thought leadership can be increasingly valuable in achieving desired business outcomes.
- Billee Howard, Finding Your Organisation’s Purpose [Forbes Magazine]
However, it is not enough to just host a creative brainstorming workshop and then go about business as usual. The core messaging, encapsulating the main themes and thoughts of your business, needs to be codified and distributed as the source text for any future communication plans, strategies and campaigns.
Tip: Make a summary of all the text on your website homepage, social media profiles, company flyer and other pertinent media. Compare it with each other to check consistency in message media, as well as if it truthfully represents the company’s current identity and purpose.
Consistency in design
The visual language you assign to your business’ identity will speak just as loud, if not louder, than any applied text. Making sure your graphic identity is in line with the core messaging, and is applied consistently across the board, is key in ensuring communication success, and ultimately, business growth.
The organisation that operates in reactionay ways when it comes to designing its communication assets, will never be able to relationally connect through a creative and clear message. It will continually confuse its audience and alienate potential customers until it can standardise and consistently apply its chosen identity through design.
Not every experience across our business and consumer product strikes a perfect balance between distinctiveness and unity with the overall experience. But our visual language has helped us make a big leap toward that goal. Increasingly, our business tools don’t just work; they also feel good to use. They feel more like a part of our business, and more in tune with why people are using them in the first place — to make meaningful connections with other people and businesses.
~ Cathy Lo, Designing A Visual System At Scale [Elegant Tools]
Tip: Employ a professional graphic artist to design a visual identity that supports the company’s core messaging. Create a corporate identity guide that dictates the main design rules and principles when putting together any design related media. Establish a single point of sign-off that can ensure designed media never contradicts either the design guide, or the business identity.
Consistency in publication
If messaging is how you sound, and design is how you look, consistency in publication means that you regularly show up to the conversation. Being consistently present in the timelines and feeds of your audience ensures that you’re always on the forefront of their minds, when it comes to your areas of expertise.
Erratically publishing content and collateral only when you have capacity or time, will most certainly create an awkward interaction, as you seem to randomly dive into a conversation that for some while you haven’t been a part of, and have earned little to no right to speak into.
If you’re just getting started using content to build your brand, you may want to focus on nailing your processes so your team knows what to expect and how to handle projects. Wherever you are on the content spectrum, a strategy that keeps everyone on track and your goals top of mind is going to be helpful.
~ John Hall, 4 Ways to Make Big Waves With a Small Content Team [INC Magazine]
As you regularly address the needs, wants and pains of your audience through consistent conversation, you’re communicating not only a true sense of empathy and understanding, but are also establishing your business as an authoritative guide on the journey.
Tip: Decide the frequency that is most suited to both your audience, and your capacity for publishing quality content. Create a content schedule that specifies the topic, platform, media and publication date for each piece of marketing content. Make sure you stick to the schedule, and openly communicate any planned or unplanned absences to your audience.
As you put the principles and practices into place that will help you intentionally communicate with more consistency, you can slowly but surely move your attention to the other two pillars of succesful business communication: creativity and clarity.
If you need any help in implementing any of the principles mentioned above, feel free to contact our stellar team at KRAFT Designsmiths. We will be more than happy to guide you on your own journey towards corporate communication that is consistent, creative and clear, and ultimately, a business that is healthy, happy and growing.