“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.”
– Nelson Mandela
You only get one chance to make a first impression.
We live in an information-overloaded, screen-centric world, so words matter more than ever when creating this first impression. Especially if you intend on creating a lasting one. It’s cut-throat out there for competing businesses, and while everyone wants to have their say, few are saying it properly. Language matters. How you articulate yourself matters. Being economical with your thoughts and precise and sensitive with what you choose to vocalise matters. Is your brand communicating clearly and consistently? Is the language you’re using memorable and differentiating? If you want people to engage positively with your brand, the right messaging matters most.
Every business has a story to tell and something unique to share with the world. It’s how you tell the story and whether you have a clear communication strategy that will ensure continual relevance of your brand. Brand language can help express the personality of your business and describe your purpose and products. Before you start talking about yourself, it’s important to get your story straight by thinking about your brand’s internal DNA and what it is that you do. Are you and your team on the same page? Are you singing from the same songbook? You need to be – because great brand language is consistent and enduring from the inside out.
Compelling and well-written language is your brand’s ‘voice’ and will command attention in this noisy and crowded digital landscape. You need creativity, clarity, and continuity across all your content. Crafty copywriters have a command of language and use many poetic and compositional writing techniques to make your brand language memorable. Whether it’s a company brand guidelines document, a website, social media content, or an ad, your messaging needs to be readable, remarkable, reputable, and relevant. How’s that for alliteration?
If you’re looking to rank higher on Google, engage your target market, and create new leads, you need personalised and disruptive language to keep your audience interested. You need actionable ways to solve their problems. Be conversational and answer users’ questions. Industry related content can establish you and your business as thought leaders and continue to entice your target market. As always, we recommend effective brand positioning strategies to make that best and most lasting first impression.