What does this mean? Stay on message. Pick your go to market brand message and stick to it. If you have too many different messages all your intended audience will hear is noise.
This doesn’t mean only have one person or one voice, but have one message. You may have an official Corp blog, but you may also have several additional personalities in your company blog as well. each in their own voice, each from their own point of view, all from their heart, but also all on message.