Say one true sentence until people recognize it
A practical way to keep a public message consistent: choose one sentence, repeat it, and let the pictures match it.
Choose the sentence
A public name gets clearer when one sentence does the explaining. Write the sentence a stranger should be able to repeat after meeting the work: who it is for, and what it is about.
Keep that sentence short enough to say out loud. If it needs a second idea to make sense, it is two messages. Pick the one you are willing to stand next to for a long time.
Repeat it where people actually look
Put the same sentence in the biography, in the first line people see, and in the opening of a talk. Changing the wording every week makes the audience start over.
Repetition is not a lack of ideas. It is how a message becomes recognizable. New examples can change. The sentence should not.
Let the pictures agree
A picture teaches faster than a caption. If the sentence is about leadership in a room, show the room, the work, or the person speaking. A picture that argues with the sentence makes both harder to trust.
Before something goes out, read the sentence and look at the picture together. If a newcomer would not connect them, change the picture or hold the post.