Why Your Business Needs Its Own Brand Language
When we create brands for DesignGood clients, we don't just jump right into writing and designing their new identity, website and other materials. There's a good reason for that. Your brand is what you look like, what you sound like and how you make people feel.
And a unique and memorable brand requires a lot of thought and planning. Establishing the language you will use is the foundation of a brand because it creates clarity for your audience and evokes emotion and connection.
We built our branding process at DesignGood around this idea. For us, one part of that planning is developing foundational brand language for every client. This step makes all of our work with a client go more smoothly. It's also something that our clients enjoy — they tell us it feels clarifying and even therapeutic. When you feel seen and heard within your own business, it’s a beautiful thing. This process is as much for our clients as it is for their customers. It gets everyone on the same page, and headed toward the same goal. It brings your business, brand and self into alignment with each other. And when that alignment is present, it is pure magic!
So what is foundational brand language, and why do you need it? It's a set of standards and guidelines for how your brand will communicate in words. The foundational brand language we craft for our clients includes these very important components:
- Brand clarifier. A concise statement that tells your audience exactly what you do and lets them know they are in the right place.
- Brand statement. A statement that connects with your audience on an emotional level and sparks interest.
- Brand positioning. A paragraph that adds clarity about what you do, whom you do it for, why you're so effective and the outcomes your audience can expect from your work together.
- Core brand vocabulary. The individual words that sum up the essence of who you are and the tone of your brand.
- Naming. Compelling names for your business and your offerings that amplify the power of your brand.
The Benefits of Foundational Brand Language
Having foundational brand language will benefit your business and make your life easier every single day. Your brand should look and sound like you. Your clients should instantly know they are in the right place and feel confident you can do what you say you are going to do. and deliver effective results. They also should be able to identify themselves as the right fit just by visiting your site.
Simply the process of establishing this language will give you valuable clarity about your business and your brand. If you have trouble creating your brand language, it could be a sign that part of your business is out of alignment. For example, maybe you aren't sure about the "big why" that fuels your business or you haven't defined your unique niche audience. Discovering this now — instead of after you've created a website and other branding materials — will save you a lot of time, money and emotional energy.
Once your foundational brand language is in place, it lays the groundwork for all future messaging by your business. At DesignGood, we use each client's brand language to write their websites and anything else we create for them. Your foundational brand language should inform how you communicate with your clients or customers at every touch point — anywhere they encounter you. Our clients keep using their brand language long after our collaboration with them has ended. It gives them a head start every time they write a social media post, their newsletter or blog articles for their business. And if you've ever struggled with writer's block, you know how valuable this can be!
Foundational brand language is also super-useful if your business has team members or you work with outside contractors. For example, if you’ve hired someone else to manage your social media or to create newsletters for your business, foundational brand language gets everyone on the same page. We're always telling you to delegate more so you can focus on what you do best. And you can delegate with a lot more peace of mind when you know your collaborators really get your business and brand.
Want to see the power of foundational brand language in action? Check out our portfolio. You'll see how each of our clients has a unique brand voice that helps you get to know them quickly. And if you'd like to learn more about creating your foundational brand language as part of a branding project with DesignGood, schedule a chat with me now.