Writers spend a lot of time thinking about which words to use when conveying a message to the reader. This may seem like a tedious task, however, the use of one word over another can completely change the way a reader feels and understands a sentence. Language is used to convey a certain feeling by all writers, poets, novelists and, especially, advertisers.
Brand language forms the identity of a company, and when done well it evokes a positive feeling among customers when they hear or read ads from the marketer. The way language effects humans and our interactions is a complex and evolving science that you could study for years. However, some brands seem to have mastered the mysteries of marketing language.
One of the best examples of a brand ‘owning’ certain words is Disney. There is no element of Disney media that does not contain any of the words ‘magic’, ‘dreams’, or ‘fantasy’. Disney isn’t just a brand, it’s a wonderful world full of enchanting possibilities. It’s why most people have fond memories of fantasy-filled childhoods where anything seemed possible, and it’s why Disney rakes in billions of dollars per year.
But perhaps it is easy for Disney to own these magical words when their business is founded on selling pretty dreams to naïve children. The real winners in brand language are those who try to sell inherently un-magical products in a positive way – such as Charmin, a toilet paper manufacturer. Charmin’s copy and ads are, for lack of a better word, charming. A cute little bear mascot tells us to “Enjoy the Go” and uses words like ‘comfort’ and ‘soft’. It’s funny, it doesn’t take itself too seriously, and it manages to sell toilet paper without making us think about toilets, which is pretty impressive.
Another iconic example of advertising and brand language is Nike, and their “Just Do It” slogan. It’s simple and easy to remember, which may be one reason why everyone knows it, but it also inspires visions of victory and triumph. Its vagueness allows anyone to imagine getting up and ‘just doing’ the things they aspire to, and it manages to convey a no-nonsense, no-excuses attitude. And where do customers begin this life-changing fitness journey? In a Nike store, buying their stuff.
Brand language is one of the most important aspects of advertising. It is the way you tell your company’s story, it effects how customers perceive you and, in turn, effects how they communicate with you. When thinking about your brand’s language, the biggest question you can answer is this: How do you want people to feel when they think about you? What you say is important, but how you say it is even more crucial. There are over one million words in the English language to choose from – to succeed, your brand needs to choose wisely.