Brand Vocabulary is one of those concepts that we’ve all certainly heard at least once but never truly looked in-depth.
As you may expect, brand vocabulary is crucial for every company. It aids in the definition of your brand and distinguishes it from the competition. Consistency is ensured by defining Brand Vocabulary, and we could all use a little more of that.
On paper, everything appears to be quite straightforward, but the question remains: how can you build and define your brand marketing language? Do you keep a style guide online? Do you just go with the trends?
The words and even pictures that a brand employs to express its purpose, brand tone, or relate to its products are referred to as Brand Vocabulary. There are several approaches and strategies available when it comes to Brand Vocabulary. Some are more evident than others, but let’s begin with the fundamentals.
When it comes to defining brand Brand Vocabulary, there are two key questions to consider:
Who are your audiences?
This is a question that every business should ask themselves to help them develop their Brand Vocabulary. After all, you don’t have a brand identity unless you have an audience.
Let’s go back to when we discussed the various approaches and strategies associated with brand identity.
There are a few techniques for discovering your audiences that have survived the test of time and remain a favourite.
Let’s look at three of the most popular techniques:
User personas, also known as buyer personas, have been a go-to approach for many companies when it comes to figuring out who uses their goods or services.
This procedure is usually more involved than a normal chatbot.
These personas are created by asking consumers a series of questions through surveys and interviews and looking for trends in their responses. You may start creating personas to better understand your audiences once you’ve done enough interviews and surveys.
It’s not excessively difficult, and it doesn’t need any particular abilities. However, depending on the size of your audience, it may take a long time. Having a few analytics tools on hand at this time is really beneficial.
Communicate with them
One of the most effective and simple methods for businesses to understand their audiences is to just communicate with them. It’s as simple as that. These discussions may take many forms, but the most successful approaches to get to know your audiences have always been brief emails, phone calls, face-to-face meetings, or social media.
Getting feedback from your customers offers a number of benefits. More than anyone else, your customers can tell you how to improve your brand from a third person’s point of view.
This is, if anything, a great way to assist you to enhance your customer connections. A brand that is involved is always appreciated by everybody.
“What’s the point of it all?” you might wonder.
Well, I’m happy your thoughts wandered there.
Understanding your audience’s behaviour is the whole goal of doing so. Understanding what motivates people to buy from your brand allows you to focus your efforts on promoting your brand identity and brand vocabulary based on those behaviors.
It’s not overly complicated, but this sort of research does wonders for any brand when trying to define brand voice.
Reading Customers’ Reviews & Feedbacks
According to 80 percent of 18 to 34-year-olds who have submitted evaluations, customers are mostly talking about you, whether you’re listening or not.
Read reviews and feedbacks to learn what your customers want from your business. You’ll be able to identify where you’re adding the most value and how people are using your product or service.
Furthermore, reviews give information from your customers’ lips that you can reuse and utilise in your marketing materials, guaranteeing that it is, without a doubt, a relevant voice.
So what are you waiting for? Create a free profile if you’re a B2B software or service supplier and start engaging with customers right now.
What does your brand stand for?
It goes without saying that in order to comprehend your Brand Vocabulary, you must first comprehend your brand’s values. Every brand on the market today has (or should have) a distinct image that it wishes to project.
So, now that you know who your target audiences are, ask yourself the following questions to better define your brand voice:
What is the culture of your brand?
Brands, too, have cultures. Brand vocabulary and culture are comparable in that they both help define a brand. Culture, on the other hand, takes a more direct approach.
Consider it this way: a brand’s DNA is its DNA, and its language is how the brand organises itself. The feelings that the brand sends out into the world are referred to as brand vocabulary. It’s all about the tone of the brand.
As you can see, these two have a great deal in common. Before you can define your brand vocabulary, you must first define your brand culture.
How do we go about doing that?
You must first establish your brand’s values, people, and mission. Figure out what your brand represents. Then it’s only a matter of putting it on display for all to see. If you make these principles explicit, your culture will be as well.
What’s your brand’s mission?
This question is related to the one before, but it is so vital to a brand vocabulary that I have to mention it in a separate pointer.
Every company must have a goal. You must have one, whether it is to offer high-quality shoes or to educate people about the need for green energy. The importance of emphasising this goal in developing your brand vocabulary cannot be overstated.
Now, it should be time for you to sit down to discuss and think about what your brand’s vocabulary should be. What you would like for your brand to convey to your audiences.