Word spreads. Finds its way onto websites and into emails. Or posted to Insta.

That means, to borrow from Ben Franklin, hang together or hang separately.

Copy has to hang together, comms have to hang together—across touchpoints, bullet points, points of sale, bobbing on the omnichannel—or copy and comms fail to find a common voice or form a united front. 

And the chance to charm in a convincing way disappears. The opportunity for the heart of the brand to be greater than the sum of its sentences is lost. 

Consistency is credible. Creativity is engaging.

It’s all in the way you say it. We say it. And all of us agree to say it. 

When we agree to an approach (strategy), capture that approach in a meaningful way that can be shared (guidelines), and help others adopt our approach (training), the consensus formed becomes a brand’s best advocate. 

When we then find our voice and land the performance, a good impression becomes a great reputation.