Language and brand experience: make ’em fall in love

Why do you fall head over heels in love with one brand while being nauseated by the other? Because each brand gives you a different brand experience and you simply don’t feel enticed by each and every one of them. Nothing shocking so far, just the way it is.

However, when you have your own business and you want to sell your products or services, using the digital highway to boost your brand, you might consider this topic. After all, this digital highway will be part of the overall brand experience. It’s just different from real life. So how will you create an online experience to help people fall in love with your brand? By merging all elements together: colors, graphics, structure and… language.

Why language? Because when we communicate digitally, we rely on language massively. It’s the wording that unambiguously explains what you’re visually depicting too. Words tell the story, while giving that overall experience by working with imagery, colors and so on. Mind you, with 16,000 words a day each (men and women) we’re quite talkative ;-).

Language is a crucial part of the overall brand experience. And yet… entrepreneurs fail to use it right. Clichés, overuse of superlatives that remind us of discount brands, sleep-enticing copywriting tricks. Or: language that doesn’t match your brand. Linguistic dissonance, so to speak.

The biggest issue is that entrepreneurs don’t have enough guts. They stick to rules and forget to show their brand’s personality.

Here’s what you want to do instead: BE COLORFUL! No gray, no safe zone, lots of colorful language and REALNESS.

Dare to make statements, dare to repel people. Dare to color your language with your brand’s personality. This is what FUN CUSTOMERS will fall in love with. Customers who are a really good match with your brand and you will have a blast with. The customers that don’t like your style, are the people you don’t want to work with anyway. The mismatch would become apparent anyway later on.

So… how?! Hey, nobody’s expecting you to be a language prodigy. We don’t want no poetry, honey.

“Sure, but I can hire a copywriter to do that, can’t I?”

Agree. Just know that the land of kick-ass copywriters is not very overpopulated. Besides, you may want to know how to use words when you create content for your brand. Blog posts, social media posts. You name it.

Baby, I got news for you: with a few simple adjustments, you can upgrade your language and boost that brand experience.

Ready for a few easy-to-implement tips? Let’s go.

1. Play with the length of sentences. If you alternate between short and long sentences, you’ll create a rhythmic flow allows for a poetic, sensitive vibe. Short, punchy sentences are a little more masculine.
2. Rethink your use of adjectives and nouns. They’re both ESSENTIAL for the brand experience.

   Check the examples and FEEL the difference:

   The solid construction of this oak table gives the living room a robust appearance.

   The sophisticated design of the oak table gives the living room an elegant look.

3. Pay extra attention to words to define the splendor of your product. Unique, ultimate and fantastic may sometimes cheapen the overall feel. These words don’t always serve your brand, as they’ve been overused.
   Super, awesome and kick-ass are quite expressive; they’d match my brand for example, but maybe not a high-end brand that wants to ooze a luxury feel. Remarkable, exceptional, exquisite would be better options.
4. If you find yourself stuck in clichés, let technology do the work for you: thesaurus.com or any other thesaurus tool. USE IT. I do it all the time. I’m no wandering dictionary. I just use what’s at my disposal.
5. Keep it simple. Be clear as to what you’re trying to convey. Get to the point. Poetic sentences can improve the experience, but once it deflects from the goal, you don’t stand a chance. Get rid of unnecessary verbs, and only use jargon when it suits your audience.

Every entrepreneur has a business and every business is a brand. Every brand will create an experience. Good or bad. In other words: as an entrepreneur you already endow your customers with a brand experience – consciously or not.

Would you agree with me that you mostly want FUN customers to fall in love with your brand?

Exactly. You want to create an experience that will serve those people. Not the rest. Make sure these people get that experience that oozes your personality – show it through language too.

I’m on the barricade for words. Written, spoken. Words can be felt. Not just heard or read. Start speaking from the heart and spice it up a little. Create that VAVAVOOM, baby!!!

 

Cheers, Michelle