How to write your brand

Whether you want to strengthen an existing brand, completely re-brand or simply ensure that your current brand message is being communicated effectively, it's essential that you use the right words.

The importance of consistent communications
Applying valuable resources to establishing a visual brand image is, of course, important. But if the language communicated alongside hasn't also been 'branded', you won't be communicating a strong brand message. So how can you make sure that the language branding process goes smoothly and cost-effectively, with the best possible result?

Your brand language
A brand message is the impression which your company or products give to both internal and external audiences. It is a promise of customer experience which differentiates your position in people's minds based upon perceived emotional and functional benefits.

All writing related to your brand needs to reflect this impression and promise. To communicate your brand effectively in writing, you need to keep in mind the following basic tenets.

First, it's easier for people to remember a single idea rather than many. Although there are many things you want your company or products to be known for, if your marketing materials tell it all at once, you lose impact. A well-communicated brand can consolidate all these characteristics into one single perceived idea, which ultimately makes someone more likely to choose you above the competition.

Second, once this single perceived idea has been established, language consistency is essential. 

A strong brand has to be communicated harmoniously in terms of how it sees itself, how it would like to be seen by others, how others see it, and who and what it is. We all get a comfortable feeling about a harmonious person. We find them credible, trustworthy, reliable and serious.

The exact same applies to brands. The language you choose has to be consistent in its wording across the board, from brochures and web sites to packaging and advertising.

Does your brand need to be communicated more effectively?
How well are you writing your brand now? Finding out is simple. Just ask the people in your company one question: "What do we stand for?" Then ask your customers: "What do we stand for?" If you get more than one answer, and especially if you get conflicting answers, then it is clear that you have not communicated your brand message clearly.

Your brand communication needs to:

• excite and convince buyers
• encourage customer loyalty
• attract and keep investors in the company
• recruit the best people
• reassure the community

A strong brand message is important to and valued by your stakeholders, and is supported by the truth. Its brand personality has to rise above statements of purpose and values to appeal to the emotions of target audiences. A strong brand message also has to connect people to an on-going story they want to know more about.

So, how to go about it?
Expressing your brand message well through your writing requires a well-defined process. The most fundamental stage starts internally in your company, long before money has been spent on new advertising or marketing campaigns. A good first step is to create language guidelines, especially for your marketing and sales staff. This will help ensure that they understand exactly what brand terminology they should be using and that their writing reflects the same company voice.

Once this has been done, you can focus on creativity, refinement and presentation. If done right, a consistent and well-communicated brand message will compliment a strong and successful overall brand identity long into the future.

Want to make it even simpler?
If you have questions, would like help with consolidating your brand language, or advice about the effectiveness of your current brand communication, please contact Eye for Image to schedule a meeting. We would be happy to provide you with language advice, sparring or further guidance.