Here’s a diagnostic tool that can help you begin to get a handle on how integrated your communications really are.

All you have to do is tack all your communications material up on a big wall. Everything. Ads, direct mail, Web, videos (ok, so maybe you wouldn’t tack them up, but you get the idea), brochures, spec sheets, exhibits. Take a good close look, then read and answer these 10 questions.

By the time you’re finished you’ll start to get a sense for where you are. And if you’re interested in our rough evaluation, just click on “score” and we’ll give you our opinion on what you might want to consider going forward.

1. Do all the pieces look like they came from the same company?
 Yes
 No
 Not Always
2. Do they have the same voice?
 Yes
 No
 Not Always

3. Do they address customer/prospect issues, problems, concerns and or buyting criteria from the customer's point of view?
 Yes
 No
 Not Always

4. Do they all come from the same point of view?
 Yes
 No
 Not Always
5. Does each piece serve a strategic purpose? (What is it?)
Yes
 No
 Not Always
6. Are these purposes linked?
Yes
 No
 Not Always
7. Are messages designed to appeal to different decision makers and influencers at different stages of the buying process?
 Yes
 No
 Not Always
8. Is there an overriding, compelling creative concept that ties them all together?
 Yes
 No
 Not Always
9. Do they reinforce a defined and articulated brand promise?
 Yes
 No
 Not Always
10. Do they leverage or build a specific, defined brand image?
 Yes
 No
 Not Always