A radio ad I used to hear all the time said, “The words you use matter.”
That is true for people, and it is especially true when you are figuring out how to brand a company. The brand language you strategically choose to describe what you do and how you do it sets the stage for both employees’ and customers’ expectations and satisfaction with your brand.
What types of brand language should you be using as you brand a company?
Seven Types of Brand Language You Should Use
As you develop (or refine) the brand language you are using, be on the lookout for each of these seven types of brand language to make sure you use words that are:
These are the easy to understand words that everyone knows and readily uses in your marketplace.
The brand language that creates strong impact by tapping into an appropriate range of experience-based emotions.
Words that convey the hopes and dreams of employees, customers, and other stakeholders interacting with your company.
Distinctive words whose less frequent use makes them stick out and become more memorable.
These types of words readily pair up with other words, word parts, or phrases to create new and distinctive brand language.
Brand language that brings depth to the brand because it can mean multiple things or apply in a variety of situations.
Words you can use in varied ways and forms.
Pay Attention to Brand Language when Deciding How to Brand a Company
When devising your strategy for how to brand a company, don’t overlook the brand language. You can leave the selection of brand language to chance, accident, or time. Making solid brand strategy decisions on brand language, however, helps make sure the words you use not only matter, but also work as hard to benefit your brand as possible. - Mike Brown
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