Use communication to define yourself, or risk being mis-defined by others

This week, I included an article in my newsletter titled 12 trends that will change marketing. The original article (from PR Say) referenced the marketing strategy public relations, but in reading through the trends, you’ll find that it’s much bigger than just that segment.
defining a brand through communications
In the article, the third trend stated it this way: “Organizations will be defined by communication.”

Citing the fact that Time Magazine named “The Protestor” (worldwide) as their person of the year for 2011, Daniel Tisch is quoted as saying, “As we move ever closer to a world in which global publishing power lies in every person’s pocket, the punishment for failing to listen, engage, anticipate and respond effectively will be severe; and the rewards for an organization that defines itself through communication will be rich indeed.

This is definitely a coin which has two sides, though.

Note the prediction that organizations will be defined by communication; meaning, judgments will be made about whether someone wants to be associated with your business in any way (as a customer, employee, investor, vendor, etc.) based on how they perceive your company by way of your communications.

Stay with me.

In the subsequent quote, however, Tisch makes the point that the businesses which are going to be rewarded in the future will be those who define themselves through communication.

Do you see the difference?  Here’s why this tactic – the need  for a business to define itself or risk being defined by others – made my list of small business marketing musts.

People are going to decide whether to do business or otherwise associate themselves with your business as a direct result of how and to the extent to which you do (or do not) define yourself through communication.

To define yourself through communication, you must first define and develop an authentic brand (that means you really are who you think you are, and who you really are and who you think you really are matches up to what you say you really are).

And then you must develop a strategy for frequent, relentlessly brand-consistent communication that encompasses all of your internal and external communications (marketing, social media, advertising, public relations, employee relations, etc.). You are likely going to need to increase both the frequency of your communications and means, you’re going to have to make it a priority and you’re going to need to stick to it!


Elizabeth Kraus –
365 Days of Marketing and the 2012 Small Business Marketing Calendar: Little White Marketing Lies

1 reply
  1. nubiansoaps
    nubiansoaps says:

    Got it! Thanks for simplifying the PRSays article. I've been skim-reading so long it took me three times before I understood that article. Whereas you make it simple and clear.See, I did stay with you. 🙂

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