Some brands are whole universes – many tiny planets united by a shared sign system. The words you use to specify your products and services should have a mutual tone to create unique strong brand associations. If you are not good enough, don’t be surprised by the lack of competitiveness.
The language of a brand is the compilation of symbols, illustrations, phrases and expressions, even behaviour that a company uses to describe its unique proposal towards all third parties involved. This approach allows consumers to identify the services of your brand. The more definite and strong the identity, the language of the brand, the more clear and memorable brand’s essence, hence – its differentiation from the competion.
Disney, for example, is among the leaders in producing a specific brand description. The typical words for the company are “magic”, “kingdom”, “dreams”, “fantasy”, and they all are related to Disney characters.
The aerobatics of brand language is to make a trademark refer to the brand’s essence. Like when you “Google” something, not search it on the internet. Or when you xerocopy, not photocopy.
The creation of such a language does not happen overnight. Besides persistence, consistency, and perfect copywriting, here are some other key elements to consider:
- A clear unique selling proposition, which describes how your product or company differs from other similar offers on the market. USP has to involve the values of the brand.
- A list of words and phrases that the corporation use as preferred ones, as well as a list of not-desirable ones. The first list must include the specific phrases, nouns, and adjectives to characterize the brand, services, products.
- Fixed copywriting guidelines – for example, “always friendly, but without using a jargon.” Or “adherence to a business dictionary, with an official narrative and more distance and respect towards the client.”
- Definition of the feeling you want to create in the client. How do you want consumers to accept your goods, and what emotions to have for your brand?
- Promise for consistency. It is reasonable if this commitment is supported by a written document on the brand language, accessible for the whole team – something like a vow of corporate legitimacy.
- A person in charge to monitor the synergy on all platforms, including social media, blog, marketing materials, shop windows, etc.
Just as the language in a country can be a manifestation of nationality, so the language and tone of voice in your company will become not only a common corporate symbol but a recognizable message for all key stakeholders.
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