Are you sure you’re ready to communicate?
‘ Think before you open your mouth’ is excellent all-round advice for most people. It’s also particularly salient for marketers, because brands are constantly communicating in a multitude of ways. And if you’re not communication ready, your business can be affected.
There are numerous cautionary tales out there – horror stories for any CEO or marketer - of brands that spectacularly communicated the wrong message. Like when KFC launched in China using the global line ‘finger licking good’, which was translated as ‘eat your fingers off’. Not so tasty after all.
While ‘lost in translation’ marketing examples abound, the general principle of being communication ready applies to every brand, every day and in every way. Add to that the democratising nature of social media that increasingly provides consumers with a powerful voice, and you have a fluid situation awash with potential sharks.
Put simply: before you start communicating, the strategic foundations need to be firmly in place. That way you can mitigate the risks, capitalise on the opportunities and reap the rewards.
So why aren’t more businesses ensuring their brands are communication ready? Emily Medizaday, Strategy Consulting Manager at T20 Consulting, explains that “many businesses undertake some form of strategic planning but there are pitfalls. The final recommendations may be sound in theory, but they can be impractical, or at worst, impossible to implement.” But help is at hand with T20 Consulting’s Communication Ready Workshops.
T20 Consulting has extensive experience assisting a range of Australian businesses to become communication ready. In Emily’s words, “Our Communication Ready Workshops bring together key stakeholders to achieve alignment, strategic focus and to formulate straightforward recommendations that can be readily and successfully implemented. And, importantly, we understand the holistic business implications.”
Many businesses are undertaking Communication Ready Workshops according to Emily: “We’ve worked with health services, wealth management, real estate, online ventures, not-for-profits, home furnishings and design, B2B and are currently midstream on a very exciting strategic project with an ASX listed company.
“It takes discipline and focus to become communication ready; it also takes an equal amount of discipline to stay the course and implement the recommendations. But the results achieved through our Communication Ready Workshops, from both a marketing and business perspective, are well worth it.”
For more information about T20 Consulting’s Communication Workshops, contact Emily Medizaday: emilym@T20Group.com.au.