What is the major defining factor in a culture? What sets it apart from others more than anything else? It’s the culture’s language that most profoundly characterises it, and your brand can take example from this. Whilst building a brand, take the time to broadcast its unique, branded language – in order to define your brand’s culture.
Celebrate Unique Branded Language, for Building a Brand
Language is a choice. Of course, we’re all taught a predominant language from birth, but from that point on, we choose the manner in which we will communicate. Your brand has this decisive choice, too.
The words that you choose to use whilst interacting with colleagues and employees are often just as important as the words and phrases you choose for interacting with your ideal clients (as well as with the general public). You see, the language that becomes commonplace in the workplace becomes commonplace in the open market. The values that you put forth with words trickle into every communication. Key phrases become dependable defaults for every situation – no matter how tense or casual. When your branded language is used consistently, a language is born, which is instrumental in building a brand.
Language isn’t just about speaking – it’s also about listening. Make it a regular practice to listen intently to the words that your employees, associates, collaborators, and affiliates are using to describe your brand. Approach this practice with the understanding that these words are [most definitely] being used whilst speaking to your target audience; and are therefore shaping your brand’s reputation in the minds of the people who are most important to your brand. If the words, phrases, and manner of speaking do not align with your vision statement and mission statement, it’s time to make some adjustments – for the sake of your brand’s reputation, as well as for the sake of continuity.
We are not, by any means, suggesting that your internal brand supporters read from scripts or bury the valuable and unique qualities that spurred you to bring them on-board. We are, however, suggesting that negative language be off-limits and that they learn to speak using words and phrases that not only support your brand, but help to define it and bring forth its USP. Just as clichés become ordinary in our everyday language, so should the words and phrases that are crucial to your brand language and culture.
One dynamic of language (in general) that should not be overlooked is evolution. As you know, your own language has changed over the centuries, making many of the words and phrases of yesterday understandable, but obsolete (think Shakespeare). Whilst building a brand, we recommend that you learn from this phenomenon. Don’t swing to the trendy side, but do integrate language that shows your brand’s eagerness to evolve, relate, and remain contemporary.
Consider the power of language. Where would the human race be without verbal and written communication? How would your relationships endure? How would we pass on information that is crucial to our survival?
Language is just as important to building a brand as it is to building a culture. Start your branded language transformation by compiling a list of words and phrases that are integral to your USP, share that list with pivotal (internal) people, and encourage the exercising of this new language, for building a brand.
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