Now that you know your audience, position and personality of your brand, you have the information needed to craft an effective core message, the cornerstone of which is your differentiator.
In the mind of your audience, you get to be one thing. Not nine, five or even two things, just one thing. That one thing is your differentiator and your core message needs to be built around that.
When you engage with your audience whether on your website, in a brochure, over the phone or face to face, the conversations will vary. They may be one-way, two-way, written, verbal, visual and the topic could be about one of a thousand things.
With that in mind, your message needs to come through regardless of the medium or topic.