The Power of Language in Your Brand

By Madison Taylor
December 28, 2016

What makes you different from your competitors? Many brands turn out similar products and services, and even offer comparable rates, so why would a customer choose to give you their business over someone else? It all boils down to one thing: customer experience. In fact, an astounding 89 percent of marketers believe that customer experience will be their key differentiator in 2017.

Sounds impressive, but what does this actually mean? Simply put, you’ve got to create a strategy for developing a customer experience that’s as unique and awesome as you are. After interacting with you, your customers should be so on fire that they’re ready to say YES to whatever offer you throw on the table and to tell their friends all about you. And while clean, attractive, and intuitive web design and interesting visuals can certainly help, these encompass only half of the equation.

So, what’s the other half? Language, my friends. Language. You need to speak your customer’s language and know how to relate to them. You must express your originality while conveying useful information and offering things that your target audience desires. Here are a few tips for doing just that:

Be Yourself

With so much automation in this world, talking to a robot has actually become the norm. In a world where anyone can be a robot, we implore you to be yourself! Nobody wants to listen to boring form messages from a drone. Give readers a glimpse of your shining, glimmering personality – emotions and all. Be someone that your customer base can relate to and identify with. Think about it this way: if your brand was a person, would you want to be friends with it? If the answer is no, you need to make some changes – STAT!

Dive Deeper

Some businesses are starting to realize that showing some personality is a good idea, but they only go so deep into their content. The home page may be flavorful and fun, and the “about” section might be unique, but dive into the further layers of the website and you’re right back to the same old corporate jargon and blah blah blah. If you’re going to commit to improving the language of your brand and giving yourself a voice, go all the way with it! And remember that the devil’s in the details; landing pages and all those other nooks and crannies throughout your website are just as important when it comes to expressing your personality and style.

Don’t Go Overboard

It’s totally okay to have fun with your content development, but you don’t want to take things too far, either. We’ve seen some businesses make the mistake of trying to interject all kinds of slang and catchphrases into their content, and it comes off a little bit forced and actually kinda desperate. Remember that you’re still a business, and while you want to be unique and original, you also need to remain professional, clear, and to the point.

Be Practical

If your business is like many others, you probably have a few different hands in the cookie jar that is your marketing strategy. If more than one person is writing your blog articles, developing your infographics, posting to your social media accounts, and handling other aspects of your marketing campaign, you need to settle on language and personality that can be achieved uniformly by all. Remember that one person’s “excited and passionate” tone isn’t the same as someone else’s, so keep that in mind when developing your plan.