Creating strong messaging takes skill and experience. That said, the very basics of good messaging are so simple it’s surprising to me how many companies get them wrong. There are three primary things to focus on: clarity, consistency and repetition.
In my 25+year marketing communications career, I have worked with about 50 start-ups. Most have been in the technology industry and a few have been in the environmental sustainability and travel industries. There are a few things I always seem to have to emphasize at the outset and they are listed below.
I have been interested in doing PR for robotics companies for many years. Just ask my friend Tandy Trower, former head of robotics at Microsoft and founder of Hoaloha Robotics, a company creating companion robots to enable seniors to live more active and independent lives. When I sent Tandy various media articles over the years, he delighted me with long email responses that helped educate me about the industry. I am grateful that he shared this knowledge and provided years of encouragement. In 2016, I have had the honor and privilege of working with three amazing robotics companies.
In this age of personalized media, I have often thought about the concept of each of our lives as a museum. What would yours look like? What rooms would it contain and what would be in each of those rooms? My rooms might be Exploration, Connection, Adventure, Laughter, Fun and Wisdom. It is an interesting and expansive exercise to define your life in collections like that. It also forces you to think about the things that really matter to you and all that you have done with your life.
Executives in companies (large or small) often forget to develop their Personal Brand. It is more important than ever to do this. Think about your Personal Brand Attributes as they relate to your Company Brand Attributes and put them down on paper. Then make sure they are reflected in everything you do, including your work, social media, clothes and demeanor. This doesn't have to be a lengthy or costly exercise, but take time to do it. It will pay-off well for you and your company.