The term ‘brand language’ refers to the body of words, phrases as well as terms which an organisation uses in order to describe its purpose or in reference to the products which is sells. Brand language is utilised in marketing in order to help consumers to connect particular words or ideas to particular companies or products.
When creating a brand language, word choice, as well as tone, are two of the fundamental components. The term ‘word choice’ refers to the vocabulary, which is used in the marketing or advertising, while tone refers to the stance of the advertisement. Tone is not limited to language as it can also be incorporated through visual elements in addition to delivery.
The brand language is an essential part of verbal brand identity, which includes the naming of
- The products that the corporation sells
- Idiosyncratic wording choices
What Are The Benefits Of Having A Brand Language?
Another benefit of developing a brand language is the ability for a corporation or product to be recognisable across international borders, while other advertising codes can be misinterpreted, words can be translated to ensure brand unity. Brand language helps brands find the words to say who they are, and what they stand for.
Your brand language, or ‘tone of voice’, defines you. It shapes the relationships you build with people. Branding goes far beyond the development of a logo. In fact, it’s usually best to consider a brand as a company’s promise to its customers. This promise is communicated through consistent colours, graphics and wording. Therefore easy customer recognition is ensured and an immediate connection is encouraged.