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Brand language, put as simply as possible, is the way you communicate with your audiences. But, if we take a look at the bigger picture, it is much more than that.
If you have already defined your brand persona keep reading, if not, head over to our first blog post on this topic. The brand language needs to project everything your brand persona is, through all your chosen communication channels. In order to do this, first step needs is: understanding your target audiences and answering the question: How you want them to see you?
These are the people you are going to build relationships with, using your brand language. Your brand language is what is going to differentiate you from the competition and the target audiences are the ones making decisions between you and them.
Also, and I know this is a revision of the previous blog, but you need to remember - consistency is the key! This means, if you define your brand language as witty, understandable and easy-going, than you can not use words like “incogitable”, because it might come as a distraction. Consistency means no distractions and a smooth content strategy.
So, how do you define this mysterious phenomenon? Lets answer this with an example. To make this blog post more fun, I am going to take an example I find hilarious - Old Spice.
Here is a comment that pretty much sums up their brand language:
Old Spice is a brand for men, introduced 79 years ago. 79! As much as they were revolutionary back in the day, with the rapid market changes and innovations of these days, they had to change their approach in order to survive as a brand. They had to be different, but “different” tends to get really generic, so they had to push it even further, what they needed was “ridiculous, illogical, effortlessly engaging”, sort of like Betty White beating Jordan in a one-on-one. On a rooftop. Of a 100 floor tall building. At night. With thunders and rain.
That is exactly what they did. First of all, they made a research that proved their real target audience to be the women buying deodorant to their men (because men apparently don't do that).
But still, they are a “manly man” brand which is why their add addressed to women includes an oyster with two tickets for that thing you love that transform into diamonds. See? Ridiculous! But it works for them! That is the exact way they sound in their Facebook posts, comments, answers, their tweets, giveaways, Instagram… you get the point.
Now, all you have to do is figure out what is it that your target group would enjoy, while at the same time, you would be communicating all of your brand persona. What your brand is, what it stands for, what it cares about. All Old Spice cares about is for their users to be the manliest men and to smell good while at it.
Next step you have to take is make sure all your content writers are familiar with your brand language. Make them think that way if you wish, but they have to know just what to say, how to say it and when is the best time to say it. Every so often, take some time to sit down together and look back at your work, revise it and try to make improvements if needed.
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