Everything is so serious these days. Unfortunately everyone does not have the time for your sales pitch,
Product or Service? Customers are often rushed.
Having the most clear precise message should be the goal.
If you are not taking your brand seriously, no one else will either.
Your message should be consistent, compelling, and real enough so that clients can relate to it.
In a nutshell it matters, your competition knows this; and the sooner you get it right the better the product will be for the consumer.