Communication. It can be a really tricky thing to master. Even at an individual level, finding the right words to describe a feeling or thought can be challenging. Although some are better at it than others, we all fall into the trap of miscommunication or broken telephone at some stage in our lives.

This process is even more perplexing when trying to communicate brand offerings or principles to customers and prospective leads. Attaching a personality and identifying the best possible approach is fraught with obstacles that are seemingly intended to derail the process.