Language is one of the most important definers of any brand. The language you choose, the language you don’t choose and the language you choose to replace are a reflection, and in some senses a definition, of brand priorities.
Throughout history times of accelerated change have been accompanied by cries of things “coming to an end.”
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While many brands have woken up to the need to align the language in their marketing comms with their broader brand DNA, they often fail to fully integrate that language into their broader operations.
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What have you got to say for yourself? How and when should a brand take a stand? And if you do, should you go hard or go soft? Talking is a critical part of brand behavior.
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The language of a brand is really decided by two things: where you are looking to position your brand in the marketplace; and the personality that you choose to adopt.
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Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Ken, a VP of Marketing in Boston, Massachusetts who asks this question on rebranding…
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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