Three C’s of Messaging

The 3 C's of Messaging

Does your business have a message? Do you want people to identify you with specific ideas, products or services?

Implementing the “Three C’s” drives those messages home with your customers. You need to be consistent in your message. Completely communicate your message. Be creative in your communications.

Consistency. You have to make a plan and stick to it. Your story or message needs to be told the same every time by every employee at every opportunity.

Completely. You are the manager of the message. It is your responsibility to make sure the whole team – not just you and your department – is on the same page.

Be creative. Think of new ways to deliver your message. Could you put it on your vehicle? Can you create a look and feel that energizes a tired message? Have you put it in today’s words? Are there phrases or terms that are no longer current? Develop a social media campaign. Think of any way you can draw attention to your message.

There’s a bonus “C” as well – Be Correct! If you are quoting someone, get it right. If you are using facts, make sure they are accurate. If you can’t get it right, don’t send it out.

Do you need a brand refresh?

Branding concept in tag cloud

A brand is something that exists in persons head. It is the essence of who your company is. Brands are a perception that must be carried over into all aspects of what you put in front of the customer.  You are the gate keeper of your brand. If you do something that deviates – or isn’t right for your brand – you and your customers know.

What happens if you deviate from the brand?

Let’s imagine if a magazine like Southern Living redesigned. What if the nameplate was changed? New fonts introduced? New departments? What if it no longer carried information on traditional Southern interior design or fabulous recipes? You might purchase it one time, but I doubt you’d come back for a second issue.

I’m not saying that you never need to freshen up your look or image. It’s the same professionally and personally. Personally, we get a new hair color, a signature piece of jewelry, or a new outfit. Professionally, we need a revamped layout to draw in new eyes or we need to refresh our color scheme to keep up with current trends.

You have the power to mold what people think and feel about your company (and you) – so don’t screw it up.

Refreshing your print or online image can be a great way to generate new interest in your brand. Consider these five steps while refreshing your brand:

  1. Design on a grid. This keeps all of your pages or layouts consistent. gridsConsistency makes your brand easily recognizable. Do you use the same fonts and layouts throughout? It doesn’t mean boring. I ties the piece together. Never use more than 2 or 3 fonts in a published piece.
  2. Make sure you lead the reader around the pages. Yes, your web pages too! Use angles and lines to lead your readers into the page and keep them moving throughout the piece.
  3. Consistent – In publications (both print and digital) everything needs to be in its place. Does it make sense? Is it where people expect it?
  4. White Space – Use as much as you can. It is one of your most valuable design features. It provides a resting place for your reader.
  5. Be Consistently Creative– Not just in copy but in everything you do. Don’t be afraid to try something new. Creativity is a skill. The more you practice it the better you get. Read more. Collect stuff. Research. Scan Pinterest. Ask your co-workers and friends. This is where dreaming happens. Don’t let budgets or people limit your exploration. Can’t is not allowed here. If all else fails, go get a doughnut!


Your brand shouldn’t lock you in a box. It only serves as a guide to showcase the real story of you or your business.

It’s Greek to me! Otherwise known as…sorority recruitment time.


I have the privilege of serving as an advisor for my local chapter of Alpha Delat Pi Sorority. And right now, we’re gearing up for recruitment. (Or for you older readers – RUSH.)

You might wonder that this has to do with telling your story. But recruitment is all about telling the story of your sorority. It’s about telling what makes your group unique and why you chose it.

When I work with our women, I encourage them to prepare for the week long recruitment event by thinking about their story. I encourage them to think about why our values matter to them and how the decision to join this organization has impacted their life.

I’m part of the first sorority ever created. A group of women at Weslyn College back in 1851 formed a group where they would find support for their educational endeavors, grow in their leadership skills, deepen their spiritual growth and give back to community.

Just those facts alone give me a great starting place when I tell people about what Alpha Delta Pi means to me. During recruitment (which lets face it is a marketing event) I know it’s very important for our women to be able to share genuine, personal experiences. No one wants to feel like they are being given a canned speech. But when you speak with your heart and make it personal, it’s almost impossible not to make that personal connection.

While recruitment is where we grow our organization, it’s also a great training ground for preparing for life outside of college. Being able to connect with people. To share your story. Those are skills that will continue to serve you well way past graduation.

On the outside, you may see these events as girls dressing up and putting on a pretty face. Sure there’s lots  of singing, smiles, and long hours of preparation that go into putting on the events. But if you look deeper, you’ll find a group of women who have found common goals and ideals. They are touching lives through their involvement with the Ronald Mcadonald House and local charities. They are networking and preparing for their future. Those are the real stories and the ones that deserve telling.