How marketing and communications is like having braces


Marketing and communications is like having braces.

Stay with me here.

I have #adultbraces. I never had braces as a kid, so this is my only experience. It’s painful, awkward and annoying. But the end result will be (better be!) straight teeth, a healthy smile and aligned bite.

But it doesn’t happen overnight. Just like your communications efforts don’t happen overnight.

It’s not a sprint, it’s a marathon.
Yep – I just used that cliché. Teeth don’t move in a week…it takes years. Your awareness efforts do too. So does rebuilding your reputation after a crisis. Anyone who wants results after one month does not understand communications.

It takes monitoring and maintenance.
For the last 18 months, I have gone to the orthodontist every three to four weeks for everything from consultations and teeth molds to having teeth pulled and getting wires tightened. Just like your campaign, you have to constantly monitor what you are doing.

You may have to adjust.
When I started this process, the goal was 24 months to a perfect smile. After a year, it was apparent my teeth were moving at a snail’s pace. The orthodontist had to re-evaluate and try something else. If it’s not working, don’t keep doing it. You may need to try something new.

You are never done.
After my braces are off, my orthodontist said I will have to wear a retainer every night. This ensures that my teeth stay put. It’s the same with your marketing and communications efforts. You are never done. You may have completed a certain campaign, but that doesn’t mean you stop marketing your brand and communicating to your audiences.


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