Defining brand language is difficult, especially if your company is still trying to make a name for itself. It’s important to pick and choose your words wisely and to deliver them consistently. Here’s how to develop your brand’s voice, one word at a time.
Define your target audience
Before you create a style guide for your brand’s language, everyone has to agree on the target audience. The people who buy your products or services define the brand’s identity—its goals, mission, values and personality. You’re talking to these people, which means you need to speak their language.
Narrow down your company’s target audience with consumer research. Get to know what people like and dislike and what type of verbiage resonates with them most. Are there specific words or phrases that carry weight?
For example, if your target audience is divorcees with kids, a phrase like “co-parenting” may evoke specific feelings. Likewise, the term “CX” might be relevant for a consumer-facing tech company. Get to know these words and phrases and what they mean to your audience.
Consider your values and mission
Once you’ve pinned down a target audience, figure out what your company stands for. Whatever your values are, make them unique. Don’t copy what your competitors are saying—the brands that stick in a consumer’s mind are the ones that have a one-of-a-kind fingerprint. Sure, some brands will have similar values, but focus on your own brand, and that unique voice will shine through the words.
Often, some of the best marketing language comes straight from your company’s mission or vision statements. Words like “honesty, transparency and gratitude” are strong brand characteristics from mission statements. Terms like “drive disruptive change” can be pulled right out of a vision statement and used to deliver powerful marketing messages.
Take some time to reflect on the driving values of your company and pull words and phrases that support them. Brands that speak their truth are the ones that get recognized.
Describe the brand’s identity
The best way to develop language for your brand is to brainstorm. Take words you like—words that describe your brand—and make word clouds. What affiliated terms and phrases make the most sense? What connections can you draw between different word groups, and what effects do these terms have? How do they pair with your target audience?
Your brand’s identity should be clear through the words and phrases it uses to describe itself and market its products.
Put it all together
Take everything you’ve learned about your brand and apply it to your content marketing. Write ad copy, social media posts and content that caters to your target audience while emulating a voice that reflects your values and mission. It can take a while to refine your brand language, but eventually you’ll find the right words. The biggest takeaway is to create a brand language that can’t be replicated and is undeniably yours.
Finding the right words to say is no small feat, but you don’t have to figure it out alone. Say hello and discover your brand voice with Spin Creative!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
