Consistency is Key

Create a list of buzzwords for your brand and make sure you use them across your business to build a consistent image and message

Throughout the duration of running your business, you will notice that you subconsciously create a list of words that you would prefer were used to describe your brand or products. These are your Buzzwords. Equally, you will come up with a list of words that you don’t want to be used, that just don’t fit the brand. Your No-Go list.

It would be a good idea to keep track of these words somewhere, maybe on a whiteboard on the wall of the office, not just so that you and your team respond in a consistent way to questions from your customers, but also to ensure that your business remains “on brand” at all times.

For example, “alternative” may be preferred to “substitute” or “Direct to you” rather than “Takeaway”

Follow these tips to help you remain consistent.

1-Responses to Customer Feedback.

Every business, be it a service provider, an eating establishment, or manufacturer, will receive feedback from customers.

Perhaps you have a couple of sticking points that you hate talking about. Is your product very expensive? Or have you been unable to switch to environmentally friendly packaging yet?

Then it’s a really great idea to find a quiet moment to sit down and draft the perfect response. Perhaps your product is expensive because the ingredients are very high quality and the process very arduous. Perhaps you have actually struck a deal to switch to more environmentally packaging but due to Covid it is taking a while, or you have to use up the older packaging first.

Either way, have your responses, be happy with them and circulate to your team especially anyone customer-facing, or managing social media or communications in any way so the responses are consistent.  

2-Responses to Press.

Quite often when journalists write asking for further information, they are looking for more of a story. It is important to try and read between the lines of their questions and think carefully about whether you want to go “off script” and draft a quote.

Always ask for their deadline so as to allow yourself enough time to reply in a careful and consistent manner. Check your response over with your team, your spouse or your neighbour, before you submit it. Make sure your buzzwords are included in the messaging and that none of the No-Go words have been used.

3-Writing a Press Release.

Whether you’re writing your first or your tenth press release, consistency is key. When putting together a press release for your company, be it for the launch of a new product or the expansion of your business, whatever the subject matter, make sure that the message is on-brand and consistent.

Also, make sure that the press release is written in the present tense. You wouldn’t want your press release to quickly become irrelevant. For example; “Joe Bloggs Vineyard launched a brand-new red wine” already sounds out of date, whereas the same news item would be far more likely to receive media interest if it read “Joe Bloggs Vineyard is launching a brand new red wine just in time for (insert relevant national day or celebration here)”

Try to include some statistics that back up the need for this new product or service and make it relatable to current situations where you can.

Now you’re ready to get going with your buzzword and No-Go lists. Get scribbling and perfect the communication across all aspects of your company.

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