Using brand language in a competitive market is the perfect way to grow and turn customers away from your competitors, using creative and brand language to differentiate yourself can really make a difference.
We’ve seen this time and time again from industries such as health care and manufacturing through to retail. Slight shifts in how a brand talks about itself and the wider world can really differentiate it from its competitors and win a space in the hearts and minds of the market.
Language is a crucial element in your brand strategy because it frames the entire experience for your customers. It tells them how to interact with your brand and what they can expect by becoming customers.
Where do I start with planning our Brand’s Language?
Every industry has an existing language.
The cancer medicine industry uses the language of struggle – the war against the big C, getting through this, soldiering on, fighting the illness, being brave.
The manufacturing industry uses the language of efficiency – quality, value, hard work, output, craftsmanship and history all point to an ethical hierarchy in the space.
The beauty industry uses the language of positive ideals – of the purity of youth, of cleanliness and western notions of femininity.
The language you choose to communicate your brand impacts everything from the value of your products, to how people feel and what they believe after using it. Think of how ‘Just Do It’ motivated people to act or how Virgin’s challenger brand language differentiated them from the stale aviation industry, without losing the crucial brand aspect of safety. First, we need to pull all the pieces together.
1. What is your industry’s language?
2. What is your business’s brand promise, values and product range?
3. What are the needs, wants, fears and goals of your customers?
4. What value does your brand create for your customers?
5. How, when or where do your customers experience that value?
6. What behaviour are we looking to change?
7. What expectations are we looking to change?
8. What beliefs are we looking to change?
9. What has and hasn’t worked in previous communication pieces? Why?
We evaluate the crossover points and opportunities to leverage and design a brand voice, tone and language, which will be supported by creative to communicate to your intended audience.
We test this across a number of channels to ensure it will withstand the pressure of being stretched across all applications, then we take it up a notch and deliver a plan for attracting, engaging and motivating your target customers.
What is the best type of Brand Language?
One that connects your brand and brand promise to the aspirations of your target customers. When your user really understands how to use you, how using you create value for them, and why there’s no one else that can do it better than you, then the playing field shifts in your favour.
Brand language is the body of terms, phrases, and words that a company uses to describe both themselves and their products. It is a marketing strategy used to help consumers identify and strike connections between specific words and a given product. Creating a strong brand language and identity will not only build awareness for your brand, but it will also differentiate it from your competitors and similar products. to do that you need to be bold but at the same time recognisable.
The best standard in brand language is when your brand actually becomes the generic way of referring to something. For example, do you search online or do you Google it? Do you send a package, or do you FedEx them? Ok these are brand names, but they have entered the common lexicon and are used as verbs. Only a few years ago a “Google’ was a numeric term nowadays it’s ingrained into our everyday life. Whatever your brand language is you want people to use it or associate it with your brand and give you ownership.
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What are the benefits of owning a specific Brand Language?
If you’re just another “an other” tile shop or”an other” clothing outlet, you’re not leveraging your brand and brand language enough to deliver something of value, of need, to your customers. And that will limit your growth. It’s time to find your brands’ authentic voice.