A recent article in the Journal of Business Strategy explains just how important it is to develop and deliver a consistent “strategically aligned” message throughout the customer experience …
“Taking a focused and deliberate approach in crafting a corporate story will enable companies to align leaders, engage employees and create distinct competitive positioning.”
The problem is, most companies spend more time looking for ways to deliver their message than actually ensuring that what they are saying is relevant and consistent. The key to consistency is being disciplined and diligent when it comes to sharing your story throughout the customer experience. David Rich, head of marketing at Robert Dyas, once said …
“The words a business uses in its branding play a pivotal role in creating context around each touchpoint, the cornerstone to customers developing trust. Words — nuances in phrases — are absolutely paramount … if you don’t have consistency in your wording, you will never have a coherent platform for communication.”
To build trust with existing customers and prospective buyers, companies must deliver a consistent story throughout the customer experience. To make this happen, everyone must be on the same page. Everyone must have access to the same story. This requires a Messaging and Storytelling Platform. A single source of the truth that drives a consistent narrative throughout the customer experience.
Have you developed, documented and shared a consistent corporate story with everyone in your organization?
Have you implemented sustained internal awareness and education programs to ensure everyone understands and activates the same story throughout the customer experience?
If not, speak with one of our experts today and we will help you make that happen in 2022.
That’s Your OnMessage Minute.
