Have you ever...

• Felt anxious signing a contract you didn’t understand?

  Stopped midway through the purchasing process because the forms were too frustrating?

  Called customer service because you didn’t understand a transaction on your statement?

  Felt suspicious of a company that sent you an unclear bill?

  Rolled your eyes at a form that asked for a five word answer but only gave you space for two?

  Wondered if even the lawyers who wrote the document understand it?

  Been confronted with so many product options that you just walked away?

When you’re building a brand, every interaction counts, and no one wants their brand associated with confusion, anxiousness, and resentment.

Functional communications are where brands shift from promise–making to promise–keeping. While not as glamorous as advertising or other promotions, these interactions can determine whether people believe your brand delivers on its promises—or whether they leave to find one that does.