Nick Powills: Sometimes Challenges Are Hiding in Communication
Nick Powills: Sometimes Challenges Are Hiding in Communication

When a team can nail their defining statement – whether it’s a part of the brand name/vision or not – it creates harmony.

The term “miscommunication” would not exist if all challenges were easily spotted within simple communications. Unfortunately, the way we talk is not that easy. Often times the challenges, while eventually quite noticeable, are buried within the words that are being communicated. And, oftentimes, because our communication styles are vastly different, it takes time to understand what is being said.

Yes, we are speaking the same language, but the words mean different things. Some speak in circles, some in headlines. And email is even worse.

When it comes to branding, confusion can be found in the simple way we communicate our companies. What is our why and our why now? This is essential to figure out whether you’re selling a pack of gum, a house or a franchise. If your purpose isn’t easily communicated, then you risk miscommunication with your customer and target. Know what that results in? Lost revenue.

Often times, brand leaders don’t even see their miscommunications – why? The same reasons as above. Our communication styles are different – all of our DNAs are made up differently, too.

One exercise I enjoy going through is listening to a room answer a question about what is their brand? Each member of the team takes a minute and jots down a defining statement. Then, on the count of three, they read it. 99 percent of the time, the noise is awful because the team is not on the same page. They each describe the brand differently. Usually, the words are different but the messages have similarities. If that’s not the case, there are larger issues.

But when a team can nail their defining statement – whether it’s a part of the brand name/vision or not – it is harmony. When there is harmony being delivered from the leadership, the consumer and target experience the same thing.

This is branding. This is positioning. This is essential to winning the war of communication.

Next time you want your team to deliver on the vision, put them through that same exercise. Challenge them to clearly define what winning is as a team. This will help you fill gaps and create definition.

If life, with spouses, with friends, with customers – miscommunication drives everyone crazy. Clarity drives sales. Clarity drives happiness.

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