I love something that Richard Branson says: "if you do something, let people know." I'd add to this: "Everything communicates."
When you pick up the phone and tend to a customer. When I walk into your office and you're the first thing I see when I walk in. You communicate when others tell me what you do and how you're doing it. When I ask for references about you. When I visit your website, read your Twitter timeline, when I visit the "information" section on your Facebook fanpage or when I briefly see your update on my news feed. You communicate when I visit your company profile and I see it hasn't been updated in months. You also communicate when I enter your YouTube channel and I see there's no information about you or your undertaking, only the company name or brand on the channel and the message "No Videos Yet".
You also communicate here...
You communicate every time you hand out a visiting card for no reason, just for the sake (or habit) of handing one out; out of courtesy, I guess. You speak to the world when you say "No" to a possible client, when you turn down a job proposal because it isn't the right job for you or if you're not the right person for the job. You're saying something about you or your company when you don't meet the results you expected and you don't make an effort to continue trying. You're getting a message across when you fail, when you accept it, when you apologise, take on what you need to take on, take responsibility for it and try again.
You communicate every time you present a Report on Results, when you send an email or even a Whatsapp (if it's something you use). Your company car, your dress code, your notebook, the front of the building where your company is located (if you have an office), the toilet in your restaurant, the packaging on your product, your book, blog or Pinterest boards: all of them communicate and convey a message. You also communicate when you speak at a meeting, go to an event, when you network or ask a question to the speaker and when you take a stance on something you believe in, in front of a crowd. All of this also communicates.
Of course, the most important element of all: your team, employees, bosses or collaborators; they definitely communicate and say something about you.
Everything says something about you.
You can imagine there are hundreds (or thousands) of other things that also communicate. That isn't the point. The point is: had you paid attention to the fact that everything communicates?
- If your answer is No, then: what are you waiting for? You're saying something to the world and you're not paying attention to the message. The message is what the people who will buy your product are receiving. It is how they perceive you and it's the way you connect. It's important enough not to leave it up to chance, don't you think?
- If your answer is Yes, then: what are you telling the world? What impact does it have? What are the results of it? Is the message suitable? When you realise that everything communicates and you unify the message in a single direction (or if you diversify it structurally), you're giving rise to very powerful marketing.
Make the most of everything you do, say and are to communicate exactly what you wish to convey. However, that's not all. Once you've done this, it's time to make the most of the elements, platforms, means, supports and other communication possibilities that both the traditional and the connected economies have to offer: it's time to carry out "cross media" communication; that is, depending on the medium you work in, taking the online to the offline or the offline to the online. Make the most of every channel and opportunity.
Photo credit: Simon Huggins.