From words to brand language: the best strategy for a verbal identity.

Whether it's “hej”, "lovin' it" or "magic". Some brands are immediately recognizable by individual words. We read a sentence and feel the Swedish flair, smell the hamburger — or catapult back into a cartoon fairytale.
How do brands use words to transport a feeling, an atmosphere, a character through their verbal identity? And how much strategy is behind it?

Distinctive brand language is a conscious decision

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For example, tic-tac always comes up with "fresh" statements. The brand moves in a narrow “language corridor” with defined vocabulary around the characteristic “refreshing moments”.

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The German beer brand Astra, on the other hand, has always provoked with cleverly chosen sarcasm. Communication follows a clear language style. Nothing happens by accident. Every punchline hits its mark. All while keeping to the brand's authentic Northern tonality.

The longer a brand speaks, the greater its vocabulary, the clearer its language style and the higher the recognition value.

Over time, the nuances become finer. Brands make a decision for (or against) the use of specific key terms in their communication, occupy thematic word fields, refine their tonality and develop their very special brand sound.

... ideally. Because the reality is often different: Values and positioning are written down as a corporate identity and implemented in the corporate design. But verbal identity falls by the wayside. While around 90% of brands have a design manual, less than 5 % have defined their corporate language. Language therefore does not follow any clear guidelines; the style varies depending on the copywriter and author.

If strategic realignments, portfolio changes or even renamings or acquisitions are added, brands and their verbal messages are usually far apart. New technologies require new topics. And new terms. The target group is changing — or their expectations.

Brand language not only wants to be defined, but also repeatedly tested for impact and relevance.

This is the only way to achieve the verbal transformation from a technology company to one with a specific brand experience, for example. From a telephone provider to a brand that connects people in an emotional way.

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Brand language is a future investment

It is the verbal brand ambassador of (added) values, brand promises and customer needs.

Early on in the brand development process, we make the decision: what is the right verbal impact profile to reach my target group?

In any case, language should focus on what the brand stands for. What I can expect from it as a consumer? Why is it relevant to me?

Sometimes, appropriately chosen terminologies underline expertise. Word plays bring out humor. Emotional speech and expressive verbal images show passion and pull the target group closer.

When we talk about content and storytelling, brand language is the basic requirement. It creates the foundation and scope for relevant storytelling. It effectively places your own brand within the right context.

Sometimes, a switch to informal speech is what heralds a repositioning. This was the case with BAYERN 3, a German radio station that exchanged the formal "Sie" to an informal "du", shifting their focus to a younger target group. Similarly, the new mission statement and slogan "und du mittendrin" (= and you in the middle of it) signals just this brand message. Less formalities, more "you".

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Being a brand means being different.

Language creates unique positioning in the market and differentiates brands from competition. With topics and words.

This is how the Solingen knife manufacturer WÜSTHOF gains recognition with cutting-edge language, impresses with verbal precision and sets itself apart from the competition by focusing on the "cutting moment". This is the power of language.

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Similarly, Berliner Verkehrsbetriebe use language wit and charming self-irony to guide the per se rather negative target group through the typical and sometimes "problematic" everyday situations in public transportation. With the right words, they manage to dissolve even unpleasant situations into laughter.

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Brand language is a dynamic construct. It is created by and grows with its brand.

No matter at what point in time: brand language can be found, shaped and refined. As a defined stylistic device, with communicative drivers and wordings. This process starts with a verbal positioning of the brand. Brought to life together with the customer; from verbal impact profiles to impact-specific storytelling.
Because every brand can write its own story.