inconsistencies
the story about your organization will be told, with or without you and the experience your audience have with you will happened, with or without you. if you want to ensure your story is a good one and the experience is consistent with your story, you have to actively shape it.
if your story is not authentic and the experience your audience have with you is inconsistent with the story, you have in fact deceived your audience and damaged your brand.
inconsistencies cause confusion and deception. they damage your brand and your bottom line.
everything that makes your organization, from the services and products you provide, staff, the delivery of your products or services, the look and feel of your corporate materials, the décor of your offices or locations and how you communicate in all shapes and forms with your audience need to be aligned. all these elements either help tell your story and build your brand, or take away from it and damage your brand.
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