When the world was introduced to social media, there was a fundamental change in how we connect with our customers. Today, there are an infinite number of ways that people access information about products and services they wish to purchase. The challenge for businesses is to maintain a consistent unique selling proposition whether their messages are on television, in print or online. Your objective is to have all your customers using the same few words when describing your brand to other people. My advice: Be consistent in your messaging.Consider writing your company name along with your three to five biggest competitors on a sheet of paper and ask a dozen customers to write down one to two words that describes each company. Look at the results to see how they view each brand. This will give you a foundation from which you can build your own unique selling proposition.