Brand language is the words and phrases used by a company to describe itself or its products. It helps to differentiate a business from competitors and create word associations with its products. Word choice and tone are important considerations, and consistent use can create brand identity and prevent competitors from framing the brand negatively.
Brand language refers to the words, phrases and terms used by a company to describe itself or its products. A popular focus by sales and marketing teams on developing and encouraging positive brand language can help a business differentiate itself from competitors and create word associations between certain terms and the products it offers. Two of the most important considerations in developing a brand language are word choice and tone.
Creating a brand language helps cement the definition of a company and its offerings in the minds of consumers. For example, if a tool company wants customers to focus on its long history, it might develop language that emphasizes things like tradition, steadfastness, reliability, and stability. The words used to describe a business can help attract customers, improve recruiting efforts, and build the business’s reputation. In a very real way, brand language can create brand identity as much as the products themselves.
Developing a language and using it consistently in advertising, slogans, and promotional materials not only helps customers use the same words to identify the brand, it can also prevent competitors from framing the brand on their own, often negative, terms. Indeed, competitors may be forced to adopt defensive advertising strategies, or even rebranding, to compete with the company that has strong brand language. For example, a competitor to the tool company above might want to advertise itself as modern, flexible, and modern to compete with the trusted company’s brand language. However, as people may prefer their tools to be reliable rather than cool, this brand may not attract as many customers.
Word choice and tone are two of the main factors used to create a branded language. Word choice refers to the actual vocabulary used in advertising and marketing, while tone can refer to the attitude in which the product is presented. For example, a children’s toy company that focuses on educational toys might want to use more advanced vocabulary and a formal tone, while a toy company that focuses on entertainment might use silly words and an extremely casual tone. If both companies advertised a set of building blocks, the education company might use terms like “imagination” or “constructive fun,” while the entertainment company might rely on phrases like “crazy building fun.” Tone can also be incorporated into every aspect, from font choice and color to product description and packaging materials.
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