A whole organisation approach to brand language
The words you use go a long way in shaping how your brand is perceived. Being intentional about your brand’s language is important – not just for marketing, but for everyone in your organisation. So how do you create consistency?
Hi everyone, I’m Jodie, I’m the MD at Tiny Hunter, and today I’m thinking about language. It’s very easy with brand building to think about the visual side of things; the brand identity, and what your assets might look like, but equally important, in terms of building a consistent perception of your brand, is the language. And this generally gets left to the marketing department, but we need a whole organisation engagement around this.
So does everyone in your organisation understand the personality of your brand? Do they know whether it’s meant to be playful or approachable or serious or cheeky? These are very different attributes. Everyone needs to know what they are and what they mean. What does that actually mean in terms of the written word? Make sure everybody is across the tone of voice for your brand. They might not use it as much as the marketing team will, but it’s important that people understand it.
And another useful tool is giving people templates. Having a library of templates, for example, emails that get sent regularly. What is that base? People can grab it and they will obviously adapt it to who they’re sending it to, and to themselves, but at least you’ve got a foundation where people are quickly learning the way that your brand communicates.
That’s it from me, it’s time for brekkie.
Written by: Jodie de Vries
Published: August 8, 2023