He explained that he was referring to my 'Marketing Tone' and I had to admit I did not know what he was talking about though I had an idea of what he meant. He asked me to explain what I thought Marketing Tone meant to me.
I said something like "Keep my remarks honest even if it offends someone."
He said no that is partially right, but Marketing Tone in regard to speaking to others does not apply to my remarks.
He explained that all businesses have a brand and that brand is perceived by people in different ways when the Marketing Tone is not consistent.
I had an Ah Ha moment and said something like "To create and maintain a good brand my company should employ consistent value and that good value will set the Marketing Tone?"
He said something like.. "You got the idea and if you post a sticky list on your computer screen make sure it is always at the top of your list." He also explained that when I do business with other companies as well as clients of other businesses and customers of my own company that they all will perceive my own business and products as valuable.
Not long after that he passed I am sorry to say and at his funeral a man approached me with a sealed envelop from my mentor to me. The man explained that I was not to open it until after the funeral. I complied.
It was a short message from my mentor that said "Watch your Marketing Tone and pass it on to others. P.S. The scotch is hidden behind the book "Quotations of Henry Ford."
Something to think about.