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 whether via your website, social media
or your employees. It is also broadcast by 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 relative to its 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?