In the not-so-distant past; there was a time in each day when the television networks and radio stations had nothing more to say and went ‘off-air’ leaving an image similar to this.
As voicemail, had yet to be invented; most businesses closed their communications as they locked the front door. Now that we have embraced the digital age of 24/7 constant communication; we should make certain that we are communicating our brand attributes effectively, efficiently, and consistently.
Communicating our brand is no longer just the words we say, and the actions we take. With so many diverse outlets for our messages, we must consider the following:
WHEN we say or act (timing isn’t just about comedy and music)
WHO says it (testimonials are different and more effective than self-bragging)
WHERE it is published/presented (each audience has its own cultural and experiential biases to be considered)
HOW it is said (text, audio, video, email, photo, social media post, personal conversation, mailed letter, etc. Each having their own unique opportunities and challenges that shape your message).
Successful franchises understand the power of consistent communication and invest tremendous resources into identifying what things can be standardized – employee uniforms, printed materials, signage, website/social media channels, invoices/receipts, drive through greetings, and so much more. Some even take consistency to the extent of real estate (corner locations only, densely populated areas, suburban areas, within two blocks of a major hotel or convention area,).
It is often overlooked, but the name you choose says a lot about the business you conduct. Before it was a social media giant, twitter referred to the rapid bursts of chatter among birds. The name is consistent for a service where posts are under 140 characters yet can easily fill the background with trivial chatter. While Google didn’t mean anything to us before it was a search engine; the word itself evoked a sense of discovering what it actually was. The synergy between the name and operations surely helped them become what they are today.
Compare that to the names of most businesses – the founder’s initials, name, or play on name. I do not suggest that this is a bad option; merely a slightly more expensive one as the name carries little to no meaning. At one time; names of brands we respect (like Ford, Hilton, Disney, McDonalds, Wal-Mart) didn’t mean anything specifically. The founders invested millions into defining what they did and how they were to be experienced.
Great things will happen as you align all of these methods of communication to support a great customer experience, again and again.