The Feeling Tone
What's the feeling-tone of your enterprise?
Imagine a chord played on a guitar -- what's yours?
Have and name a feeling-tone for your brand or company mission.
Then know and name the emotional tone of each communications piece -- does it rock-the-boat? Soothe? Excite? Provoke? Inspire?
Does the chord evoke sexy or calm? An A-minor or an open G? In general, keep the feeling-tone of all your marketing on one note. If that can't work, use three chords that complement each other. Insist your communications developers name that tune.