The Consultancy's Guest bloggers | N°2: Jennifer B. Righetti
Communication Coherence Factor – the pot of gold at the end of every company’s rainbow, by Jennifer B. Righetti
Today, companies no longer ask themselves whether to communicate or not, but rather how and to what extent. The old adage, no news is good news, has become old news, replaced by: all publicity is good publicity. There is a push to be visible across all channels no matter what.
In order to keep the pace, siloed individuals across departments of a same organization start publishing and posting with whatever resources they have, always with the best intentions of getting their message across to the widest possible audience.
With the kinetic energy of this unbridled communication reaching a peak state comes the potential for massive visibility and market share. And yet, it also gambles with credibility.
As much as the need to spread the word is real and urgent, the credibility of a company’s communication and image has to come first – its very reputation depends on it.
The good news is that coherent communication is not rocket science and it will only serve to increase a company’s credibility, as well as its bottom line. There are three indicators I use to determine my clients’ Communication Coherence Factor, a term I coined by combining communication psychology and on-camera training. They are already well known, and yet often overlooked. Let’s revisit them with the intention to implement them starting now.
In order to keep the pace, siloed individuals across departments of a same organization start publishing and posting with whatever resources they have, always with the best intentions of getting their message across to the widest possible audience.
With the kinetic energy of this unbridled communication reaching a peak state comes the potential for massive visibility and market share. And yet, it also gambles with credibility.
As much as the need to spread the word is real and urgent, the credibility of a company’s communication and image has to come first – its very reputation depends on it.
The good news is that coherent communication is not rocket science and it will only serve to increase a company’s credibility, as well as its bottom line. There are three indicators I use to determine my clients’ Communication Coherence Factor, a term I coined by combining communication psychology and on-camera training. They are already well known, and yet often overlooked. Let’s revisit them with the intention to implement them starting now.
Three Keys to Coherent Communication
1. Tone defines the voice and image of a company. It is subtle, and yet it is definitely perceived, consciously by some and subconsciously by all. It’s what creates trust in our audience and a sense of belonging. To set the company tone requires asking important questions about how the company should be felt and understood. It starts with who is the target audience? In which industry and what defines it? What are the company values? – to name but a few. But then, it moves to the heart of what makes the company tick – the incoherent nature of their passion. In the team lies the uniqueness of the way they work and assess their product or service. That inner passion and incoherent way we humans do things needs to be coherent with the way the company presents itself to others.
This can be improved through polishing the vocabulary, grammar, imaging and layout; taking time to evaluate meaning and carefully measuring what works thanks to feedback from analytics and comments – and then sticking to it consistently.
This can be improved through polishing the vocabulary, grammar, imaging and layout; taking time to evaluate meaning and carefully measuring what works thanks to feedback from analytics and comments – and then sticking to it consistently.
Types of tone and how to apply them
Vocabulary and sentence structure that can be understood by a global audience, especially in English, but also applying to all languages.
Modern:
Contemporary look and feel, considering hashtags, slogans, initialism, hyperlinks.
Corporate:
Remaining neutral and politically correct at all times.
Refined:
Educated, classy, minimalist and sophisticated. Use Oxford Dictionary as reference for word choice and spelling.
Creative:
Surprising, poetic, and emotional language that leads to dynamic punchlines and catchphrases
Traditional:
Complete sentences, using formal grammar, considering Strunk & White as a reference.
Factual:
Avoid sensationalism or rumours. Present real information in a compelling way, without being overly dramatic.
Innovative:
Finding new ways of saying the same thing.
Contemporary look and feel, considering hashtags, slogans, initialism, hyperlinks.
Corporate:
Remaining neutral and politically correct at all times.
Refined:
Educated, classy, minimalist and sophisticated. Use Oxford Dictionary as reference for word choice and spelling.
Creative:
Surprising, poetic, and emotional language that leads to dynamic punchlines and catchphrases
Traditional:
Complete sentences, using formal grammar, considering Strunk & White as a reference.
Factual:
Avoid sensationalism or rumours. Present real information in a compelling way, without being overly dramatic.
Innovative:
Finding new ways of saying the same thing.
2. Creating a Corporate Identity Chart or Brand Book helps my clients define in greater detail their Communication Coherence Factor
• History, mission and vision, including values
• Visual identity, including color palette, font style and size
• Vector files of your logo and instructions for appropriate usage
• Approved visuals and infographics for company publication and usage
• Business card and letterhead design
• Corporate slide presentation layout
• Image and sound bank
• Corporate video + media guidelines
• Approved icon usage
• Editorial guidelines
• Social Media guidelines
• Hashtags
A good communications agency or consultant will always ask for the Brand Book before developing a project for a new client. These guidelines provide the framework for healthy creativity that will serve the best interests of the company. Thanks to the Corporate Identity Guidelines, any and all communication will have a similar flavour and style, contributing to the company’s credibility.
Remember, however, that just because a Brand Book exists, doesn’t mean it’s set in stone. And that leads me to my third key. It’s just as important to follow corporate guidelines as it to see them evolve.
3. Now it’s time to strike the right balance between tradition and new trends.
For well-established companies, their history can often be a powerful asset. It holds the fabric of fascinating stories, values and messaging – from former advertising campaigns to vintage designs and treasures. At the same time, it can also be an excuse to hold on to the past and continue doing things the way they’ve always been done.
It’s as important to honour heritage as it is to embrace innovation. Younger generations will naturally value timeless creations, products and ideas, especially if they are presented in a fresh format, a way they can understand. Historic brands know this well – and go to great lengths to master it.
It’s as important to honour heritage as it is to embrace innovation. Younger generations will naturally value timeless creations, products and ideas, especially if they are presented in a fresh format, a way they can understand. Historic brands know this well – and go to great lengths to master it.
This is by no means an invitation to adapt with each passing fancy. Instead, you need to simultaneously keep a bird’s eye view on the tides, while diving into change when the opportunity fits.
Now that we took the time to explore communication coherence, the best is yet to come – the fascinating road of implementing it. Where would you start to improve your company’s Communication Coherence Factor? Remember, you don’t have to do it by yourself.
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Jennifer B. Righetti is a Communications Consultant and Editor specialized in the luxury industry. She consults for leading brands and groups, delivering effective communication strategies and messaging across all channels. Born in San Francisco, California, her former experience as a sales account executive and manager in the fashion industry saw her increase company revenue by 25%. She lives in Geneva, and home is wherever her hubby is. Her favourite emoji is the star.
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