Just as you would be confused by a schizophrenic who presented with multiple personalities so to your audience wants to relate to a consistent and clear voice. Instantly there's no slow-handed getting to know you tease. First impressions is the only impression. Deciding how why, what and when to communicate it our starting point. Myriad options: analyse your competitors media; ghost write, provide a plan for content, train your team or just read over your shoulder and tsk.