March 27, 2019

Great Brand Language Creates Great Customer Relationships

The branding realm is overflowing with passionate people with different personalities and styles, crowded into one space. It can be overwhelming; there’s limited space to move and a lot of noise to break through. This is when brand language issue #1 begins: shouting your message without language considerations just to cut through the other noise. When this doesn’t work, it can lead to issue #2: word vomit in order to be heard. We want to help you avoid these miscommunications to ensure you transcend above the chaos and commotion to speak directly to your customers.

Tip 1: Think before you speak. 

Understanding who your primary customers are is important, as it determines what type of language, and communication methods and platforms your brand will use. This stage is the time to get to know your customers so you can lay the brand language foundations and assemble the scaffolding. Consumers respect brands who openly take time to understand them and their needs backed by genuine intention. So, be relevant. Capturing this feeling of care in your brand language is crucial to making your audience feel special – and therefore, they will be more inclined to listen to what you have to say. But most of all, they will believe in your brand and keep coming back for more.

Tip 2: Concise but precise.

Going back to the word vomit – it is messy and difficult to retract once all those messages are out in the open. Customers find it far easier to tune into honest phrases that appear tailored to them. Authenticity is vital as people can always see through fabrication, which can make your brand seem less credible. Embrace language that is direct and targeted to your customers. Concise but precise: this is the secret formula that any consumer will appreciate. Language and messages that includes your customers in your brand’s philosophy and value set will be praised and rewarded with their loyalty. Therefore, your brand will elevate itself to a new platform – far above the brands who are aimlessly shouting their message into the aether.

Tip 3: Say goodbye to jargon.

Those dreaded buzzwords and stereotypical phrases that supposedly make you look more professional and valuable– well, we can stop right there. There is a time and place for jargon, which is usually not at all. Jargon isn’t helpful nor useful when you’re describing your brand to someone who is totally alien to all aspects of it. Why? It can come across as condescending which most likely won’t be appreciated.

Tip 4: Own your space.

Conversely, self-confidence is a great quality to inspire your brand language. Nothing is more convincing to a customer than a brand who truly believes in their own ethos. Originality in your communication is admired; but it doesn’t work if you’re intimidated by your own language. Employing language that switches your brand between brave and shy is confusing. Customers will often find this unreliable and disengage as a result. So, take the risk! Own your space! Speak unapologetically! Bravery in language attaches strength to your brand. The key is consistency. Customers will welcome creative and inventive ways of communication by growing dependent on your brand, as they trust you will speak the truth in a confident manner.

Tip 5: Develop a mutual support system with your customers.

However, the best way to build customer relationships is by communicating your brand’s interest in its customers. Using approachable and compassionate language integrated with your overall brand language themes are essential in engaging with your audience. This develops your brand into a personal and supportive being that customers can rely on. A brand prioritising its customers best interests over the sale of their product(s) is rare and will not go unnoticed. In fact, it will enable your brand and customers to create a mutually supportive relationship that will naturally ensure you’re increasing those profits. 

After all, it’s the intangible things that are most profitable.


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