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Your Brand Language is your fingerprint

Tuesday, January 26, 2021

Nailing your business’ tone of voice is an essential part of brand building, As we like to say at Cling LLC: “Words have power, so choose them wisely.”

The language a brand uses to describe its offer has a huge impact on whether consumers view them as the ‘best’ in their category.

What is the brand language and/or voice?

Brand language refers to the words, and even images, a brand uses to define its purpose, brand tone, or reference its products. Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or about its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. Brand language is a part of verbal brand identity, includes the naming of both corporations and the products they sell as well as tagline, idiosyncratic wording choices, and tone.

When talking about brand language definition, there are two major questions you have to ask.

1.Who is your audience?

2 What does your brand stands for?

You need to take your time to answer these questions because your brand language should be as unique as the brand itself, and, therefore, easily recognized. At a time when communication is increasingly hailed as shorter and more visual, the way brands choose and use language continues to hugely influence a plethora of channels, from social media to search engines to advertising, public relations, website content, direct marketing, and more.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos

The three-word technique

Another popular technique for creating your brand language guidelines is coming up with three words that you believe describe your brand. In this case let’s use the following words:

• Trustworthy

• Persistent

• Passionate

Brand language is often something that’s developed over time. That being said, you should take the proper steps to make sure you’re prepared.
What to consider when you are planning to identify your brand language

1- Identify your USP (Unique selling point) and value.

2- Write a list of words that represent you (words you love, or you hate).

3- Choose your tagline that is reflecting your goal.

4- Be more personal and avoid copying others.

5- Be committed to consistency (your brand stylebook needs to be ready to be used allover your marketing channels.)

6- Have your own guardian(s), who is responsible for monitoring brand language across all platforms.

Brand Language Examples

1. BMW

      people recognize BMW cars not only by the logos, but by specific design elements that made history.

BMW is very aware of what makes BMW a BMW. It has developed its brand strategy over the years and knows how to perfectly execute it. It will always be a matter of quality, reliability, a lot of viability, and trust among BMW car owners. Its marketing strategy, however, goes way beyond these technical details and helped build a brand that is almost iconic.


       Another great example of a brand that has mastered brand language is DISNEY.

Disney is known for its customer service in its amusement parks and the heartfelt stories it tell in its movies.

It has always been associated with a positive attitude, happiness, and success. All its elements, all its beloved characters, and all its stories contribute to this positive image; and, we all know how important is such an image association in customers’ minds. Disney knew it as well. Hence, it's world renowned success. The most important detail to takeaway from this is to make your brand’s voice heard. Make it unique and make it stand for something.


Adobe’s editorial voice as mentioned in their brand style guide is “honest, visionary, smart, and caring — editorial analogs to our brand personality attributes genuine, innovative, exceptional, and involved. The editorial voice seeks to foster an emotional connection between customers and the Adobe brand. Therefore, it must contain life and compel a reaction.”

Are you struggling with your brand language? Speak to us to find out more about our branded content and brand storytelling services.