5 ways comms has evolved and what smart businesses are doing about it
Five years ago, Hey Mel! Comms launched with a clear purpose: to help people communicate better during change. Since then, we’ve seen communication, and the way businesses use it, change faster than ever.
From the pandemic to AI, with shortened attention spans and higher expectations, it’s no lie that the last five years have been a crash course in adaptation. As communicators, we’ve learned that success today is less about saying the right thing and more about how and why you say it.
So, while we’ve evolved into our very new brand, Cuttlefish Communication, we thought it’d be a treat to look back at the five ways communication has evolved, and what smart businesses (that includes us!) are doing to stay ahead.
1. Clarity is everything
In a crowded world of content, clarity has become the ultimate differentiator. In fact, if your message isn’t clear, concise, and built around real value, it disappears. We’ve also seen organisations struggle because their audiences simply don’t understand what they offer or why it matters.
So imagine how hard it is then, when everyone is bombarded with messages constantly? Which is why the brands that win are the ones that make it simple. The rule still stands: if your audience can’t explain what you do after hearing it once, you haven’t nailed your message yet.
2. Consistency builds trust
Algorithms change and audiences drift, but people will always trust brands that show up consistently. It’s no longer enough to post occasionally or release content only when you have something to promote.
Consistency creates familiarity, and familiarity creates trust, which often means sharing insights, updates, ideas, and stories that matter to your audience on a regular basis. This adds value, week after week, so your business stays top of mind when it matters most.
3. Frameworks create focus
When uncertainty is the norm, structure gives confidence and you can do this through having a clear framework or process that will make your business stand out.
We’ve seen how a defined methodology turns a vague promise into a professional offering because it reassures clients that you know your stuff, and it helps your team deliver consistently. Documenting and sharing how you work turns your process into your differentiator.
4. Thought leadership has become essential
Once upon a time, thought leadership was a bonus but it’s now an expectation. Some senior leaders may roll their eyes at the idea, but ultimately audiences want to hear from experts who have a point of view. It shows they are curious, informed, and generous with their knowledge, plus they’re contributing to their industry’s conversation.
The businesses leading the way are the ones empowering their people to share ideas, challenge assumptions, and start meaningful discussions no matter where the discussions are happening; on stages, in articles, and online. When your people are seen as trusted voices, your brand earns trust too.
5. Conversation is the new campaign
The days of broadcasting messages and hoping they land are gone, as it’s paved the way for modern communication as a two-way street. It encompasses listening, responding, and engaging, no matter the medium. It can be a social media comment, a coffee chat, or even a community workshop, because real communication happens through connection.
We’ve learned that the most successful communication strategies invite people in. If your brand isn’t talking with your audience, you’re missing the point (and probably missing opportunities).
Looking ahead
We’ve just launched our new brand, Cuttlefish Communication, and with it, we’ve encompassed these learnings from five years in business to build what has ultimately become its very own engine of all things comms. These years in the industry have only confirmed what we’ve always believed: communication is the engine that drives trust, connection, and change and it’s also a discipline that never stands still… just like us.
