Defining the Communication Strategy
Anyone who works in marketing knows that you can't just do and say what you want. A clear strategy is defined, and it contains guidelines for any type of content: tone of voice, replying to customers, visual design, etc. These guidelines make it easier not to go astray when emitting messages. Each employee has a unique personality, and they should let it out when communicating with potential or existing customers, but within the brand's strategy guidelines.