The shirt you are wearing, the chair you are sitting on, the pencil you are using, the neighbours and neighbourhood around your office, the music in your store, the temperature in it, the appearance of your website, the font type you are using, the handshake you give to the people, the colours they see, the smell, the honesty when you admit something, the drink you offer to a client, the texture of your business card, the wording people from your company use when communicating with other people – everything is a message. And it is perceived by other people, consciously or subconsciously.
Many brands create messages unintentionally because of traditional conventions. But to stand out, messages should be adjusted according to your brand and to what you are offering or presenting.