Consistent behavior expressed through all our communications is key to building congruence and trust.
In a world where trust is declining, people are more than willing to pay more for certainty. Hell, they’ll line up for it.
Crafting a singular trustworthy experience across multiple media is the key to the success of the world’s major brands. Look at Coca-Cola, Nike, BMW, JetBlue, Mercedes Benz, Louis Vuitton, Honda, Gucci, Prada. They all charge a premium for delivering a consistent message across every media imaginable.
A well-articulated and well-communicated hierarchy of emotional benefits consistently delivered in a way that builds purpose will unify employees, stakeholders, suppliers, clients and customers.
It will ensure the whole is greater than the sum of the parts. It will mean each iteration builds on the last and strengthens over time.