What is the verbal identity or brand language? Basically, why is it important to have a verbal identity (brand language) alongside a visual brand identity? Through communication with our customers, we get to know their perspectives and definition of the brand concept. Some of our clients focus so much on the brand category that they resort to a visual identity document to move straight down the branding process. But how many brand owners know what brand language is? What is the use of brand language?
What we call “brand language” is the words, phrases, and terms that a company or organization uses to describe and describe itself or its products. Brand language is especially important for sales teams, marketing, and advertising copywriters because creating and promoting a positive brand language can create a clear connection between a company’s competitors and its products in people’s minds. words for creation and creation
What is the authenticity of a brand and a brand language?
As a brand owner, you must be aware that the deep assets of a brand are the images and associations it creates in the mind of the audience. As you have taken action in terms of sign design, color palette, visual form of the brand, etc. after determining the brand name, you should find out what language the brand is in.
By creating a language for a brand, a company’s definition of itself and what it has to offer is embedded and reinforced in the audience’s mind.
For example, if a tool manufacturing company wants to draw the attention of consumers to its long history in the industry, the copywriter of the brand can begin the process of creating a brand language based on concepts such as consistency, durability, reliability, and Being sustainable, establishing The words used to describe a company can attract consumers, improve the company’s relationship with its current and potential employees, and ultimately create a name and reputation for the company in the business market and among the public.
Simply put, brand language can be effective in creating brand identity in a very real and tangible way like the products themselves.
Creating a brand language and, more importantly, using it consistently in advertising, slogans and all sales tools not only helps customers use the same vocabulary to understand the brand but can be a barrier to competitors from using the concepts and words. . Attributed to our brand, which is generally viewed negatively.
Competitors may be forced to use defensive advertising strategies or even reinvent their brand to remain competitive with a company that has a strong brand language. Suppose now that one of the competitors of a high-end tool manufacturer wants to define itself with concepts such as practical, practical, modern, and modern, to compete with this company, which in people’s minds is associated with the concepts of reliability and durability.
Even if a company has a viable strategy to achieve this goal, as people may prefer their tools to be reliable and durable rather than practical, practical, and modern, this brand policy may no longer be as useful.
Brand language includes two basic and important elements that are considered important in creating brand language:
“choice of words, and the tone of the sentence.” Choice of words refers to the words that brand writers use in marketing and advertising, while tone of voice refers to how we treat customers when we offer products and services.
For example, a toy company that focuses on educational toys may need to use advanced vocabulary and more natural sounds, while another company that specializes in making fun toys may look to help with childhood vocabulary and use fewer words. sentence. If both companies are advertising brick-and-mortar construction, the educational company may use phrases such as “creative” and “creative and fun“, while the second company may substitute phrases such as “creative and fun”.
In addition, tone elements can be added to all aspects of the brand, from colors to fonts, and from product details to packaging, based on the experience and knowledge of the brand writer.
Disney, Blog, and Gillette are three completely different brands that share one thing. Whether they know it or not, they have created a brand language over the last two decades.
Martin Lindstrom did some interesting research to write his book Brand Consciousness. According to this study, 74% of today’s consumers associate the word “Crunch” with “Clogs“. 59 percent think that “man” and “Gillette” are the same word.
Americans, with a staggering 84%, feel a strong connection between Gillette and the concept of masculinity.
But Disney takes the lead in creating a personal brand language with a very high score. The brand immediately invites you to the realm of imagination, dreams, desires, and magic. If you’ve been to Disneyland before, “This is a magical day!” It doesn’t take long for the statement to come. Listen from a staff member.
For more than a century, Disney has steadily built and expanded its brand on a foundation far beyond its logos and trademarks. A large part of its foundation is based on songs and chants, which almost always include brand Disney vocabulary. Associating words with brands does not cost much. Disney was able to name six of them:
“Dream, creativity, fantasy, smile, magic, and generation.”
Lindstrom’s studies show that more than 80% of the world’s population directly have words in common with Disney. These keywords have been repeated many times in written advertisements, in musicals, and in the narrative line of Disney stories. These words are easily and often used and scattered in all media, from television to the Internet. Disney did not miss the opportunity to build a strong bond between “Disney and Magic“, “Disney and Fantasy” and “Disney and Dreams“.
Additionally, Disney’s brand language came out victorious through what Lindstrom calls the “beat test“. Remove a word, sentence, or text from any Disney-published product, remove any Disney brand-related logos, and again!
The brand is still recognizable. Creating a truly unbeatable brand requires persistence and patience. This kind of mindset is not easy to achieve in a competitive business world where branding strategies and marketing managers are constantly changing.
And this is just the beginning. At this point, when you add concerns such as an ever-changing, ever-seeking market, the brand message becomes a straw in the pile of small details associated with the brand. In a large and long-established organization where annual reports, advertising, and websites are managed and managed by separate parts of the organization, we lose all opportunities for any kind of collaboration in the creation of brand language.
It takes years for words, phrases, and sentences to be recognized and accepted by people as the identity and property of a brand.
Remember that the first step to creating a unique voice for your brand is to identify the keywords you want to capture. You should choose these words based on the words that best describe your brand. The words are simple and easy to put into different sentences.
The key to achieving an unbeatable brand language is to integrate and integrate your brand’s unique vocabulary into every communication tool and message that connects to your brand in any way, including all internal communications. So, while there is still time, determine your brand language, determine the keywords you want to find, and start this time-consuming and lengthy process now.
The main components of the brand language
As discussed above, the main components of brand language are two things:
- word field
- Oral language and gender
As a brand owner, you need to identify keywords that are relevant to your brand. Several factors are involved in defining these terms. Use these keywords when writing ads and… over time builds these words into your brand.
The tone and dialect of the brand can be determined according to the archetype (personality type). Is your brand humorous and fun, with personality and spirit? Then use wit and a great tone of communication. Conversely, if your brand has a smart and knowledgeable personality type, use a tone and dialect that matches your brand identity in your advertising and content production.
What is brand authenticity and what does it have to do with brand language?
The social management of a brand focuses on the audience’s stereotypes and perceptions of the brand they first encounter. You must be asking the question, what is brand authenticity?
A person’s credibility is the degree to which the person’s reality matches what he says, and the perception of brand authenticity is the degree to which his reflection reflects the truth. A brand may present itself as a thoroughly progressive and innovative brand through its identity structure and brand language, but when confronted, it may be seen as something else. This means that the brand lacks credibility.
What effect does brand language have on brands and brands?
Branding and branding activities seek to increase the audience’s awareness of the brand and its language by emphasizing the use of brand words and expressions, as well as tone and vocabulary. To increase awareness and expand audience relationships by becoming a brand.
Brand language in copywriting
Copyright or trade texts related to the brand are everywhere. From your website to social media, from posters to catalogs and more… Defining your brand language for commercial activities will ensure that the tone of your brand words is consistent and consistent in every part. The weakness of not defining the right brand language for business activities reduces its effectiveness.
In this article, we talked about brand language, but we think that we can still use your experience to produce a better and more comprehensive report.
Share your experiences with us.
Share your experiences with us.
