Just because we can beam information to one another at near light-speed in increasing volumes and formats, doesn’t mean that we are inherently any better at communication. You only have to look at the strange evolution of e-mail emoticons to see just how difficult it can be to avoid embarrassing misunderstandings. What’s the benefit to shooting off a quick e-mail if you then have to go back and explain that you were joking when you said – insert inappropriate, but funny, comment here – about your boss/job/company?

And never mind the e-mails that arrive with a baffling combination of winking, frowning, smiling and crying faces that only serve to confuse the recipient if they aren’t fluent in emoticon-ese.

Technological challenges
That isn’t to say, by any stretch of the imagination, that technology is hindering our ability to effective exchange information – far from it – but new forms of communication are hindered by the difficulties inherent to any transfer of knowledge. Despite our ability to design, create and operate computers, we are not machines and our exchanges will never conform to the restrictive rules that govern their interactions.

Would you go into a job interview wearing a T-shirt that said “Hire me!” in big, bold, yellow letters? It might be a great way to emphasize your enthusiasm to your prospective employer, but what else would it communicate to her/him? That you don’t understand the meaning of professionalism? That you aren’t taking the interview process seriously? That you are desperate?

For everything that is being explicitly stated – whether verbally, textually, etc. – there are many more messages being conveyed implicitly. If we neglect this aspect of communication we might as well stick to using emoticons to help us get through the day.

More than words
In all areas of life it is important to make yourself understood, but in business this clarity is crucial. If you offer a specialized product/service, you need to make sure that your potential clients know how you can help them. You also need to be certain that you interact with them in a way that inspires confidence in your abilities.

You might be the best at what you do but unless you can convey this to your market convincingly, you will never get the chance to prove it. Telling them that you are the best might not be the way to go. So how do you inform them of the value of your business? Does it all come down to a snazzy logo and a snappy slogan? It really depends on who you are trying to reach.

This isn’t news to anyone. What many people overlook, however, is the importance of consistency when it comes to business communication. If you’ve invested in the design of an eye-catching (or stately) logo, you will want use the same palette of colours to paint your premises.

If you are set with your snazzy logo and snappy slogan targeted at twenty-somethings and their entertainment dollars, then you don’t want your employees dressed in formal business attire and speaking ceremoniously. If you run a funeral home you probably won’t want anything but that. All of your business interactions have to accurately represent what your business offers within the context of your market.

Core values
The value of marketing and advertising is widely appreciated. What often gets overlooked is just how important it is to fine-tune all of your business communication to meet your goals. What this means for your business will vary from businesses in other industries and from your competitor’s. With careful thought you will be able to achieve a truly cohesive approach to interacting with your market. You don’t want your business to be wearing the “Spend your money here!” T-shirt. From your website to your contracts, flyers, vehicles etc.: dress your business for success in every way.

By Ivan Larcombe