How do you get consistency in your communications when you are using multiple channels such as; Facebook, LinkedIn, YouTube and your website? In this Vlog, Grant explains how to create a strong identity when your own multiple media channels.
How do you get consistency in your communications when you are using multiple channels such as; Facebook, LinkedIn, YouTube and a website? And where you often have a number of different contributors within your organization.
You need a strong identity when your own media channels and one mechanism for this is the identity triangle – no prizes for why it’s called that.
The first part of the identity triangle is the ethos. Ask yourself; what is the purpose of your business beyond making money?
Let me give you a couple of examples:-The purpose of Facebook is to connect the world. For Innocent Drinks, it was to help people live healthier lives and die old. Assuming Innocent Drinks are authentic about there purpose, you can start to infer that they use healthy ingredients, good quality produce and this starts to establish some characteristics about that company.
The second part is your value proposition. In other words, what you deliver for your customer? And that has to be described in 12 words or less. The value proposition is the promise of what your customer expects to receive. It has to be immediate and easily understandable.
It’s like the headline for what your business does. Hence, why I can only be 12 words. I could give you a longer answer to that, but…[frowns]
The third part is the ESP or Emotional Selling Proposition. What is the emotional deliverable for the products and services that you provide? In other words, how do you want people to feel? For example, Harley-Davidson deliver freedom. Charles Revson, the founder of Revlon once said ‘In the factories we make perfume, in the shops we sell hope’. We know a large part of human decision making is based on instinct and gut, therefore, missing this section of the triangle means ignoring a major driver of the buying decision.
The identity triangle does take time to develop but you end up with two sentences and one word which is, therefore, easy to remember, will give you a strong tone of voice and consistent communications across all your platforms.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English