So You Have a Logo. But Do
You Have a Voice?

April 14, 2016


There is a lot of emphasis placed on how your design has a meaningful impact on the way your brand is perceived to your customers or visitors. This is a very fair analysis! Your design is one of the first things that someone may notice when interacting with your brand, but it is not the only thing noticed. Importantly, the words you use in your marketing, in your advertising, or simply in the way you discuss your brand are just as important.

How to Prevent Words From Ruining Your Brand

You might have too many words. You might not have enough. Your words don’t clearly tell what your brand is or your words are so clearly defined that there’s no room for mystery even if you wanted it. In order to convey the right words for your brand, make sure that you are standing out from the crowd and avoiding some common pitfalls that plague businesses.

  1. Not explaining what makes you different
    Of course you’re different! If you weren’t, there wouldn’t be any point in having a brand. Using the same key words that other businesses use or not being able to explain what makes you stand out from the pack is one of most important ways that your words will fail your brand (examples include professional and luxury). How can you combat this? Gave a solid understanding of what you do, why what you do is needed, and what’s happening in the marketplace you’re catering towards. After this, discover what words you can use that feel right to you. By marrying these two concepts, you can be sure that your wording is a boon to your brand, not a burden.
  2. Difficulty having people stand by your side based on your message.
    Sure, you might have the support of friends and family, but to keep growing, you’re going to need outside support. Consider the way you use words now in your brand and how they resonate with an outside audience. While they may seem fine to you, being unwilling to tweak and re-word can alienate others. Nearly any phrase can be spun in a way that someone previously uninterested can find something to talk about, and your words can do this. Instead of sticking with one way of saying something, try “spinning” your message around your core beliefs, away from common and overused words, and see if this helps cater to a population you previously didn’t see before!
  3. Sticking to a brand message that doesn’t work.
    You may have some well-known business idols whose success in your field inspires you. They might have a small, easily understood message that resonates with their users, but mimicking this may wind up working against you. Snappy phrases and short lines can work effectively for established businesses that have proven their brand over and over, but for newer companies, this kind of messaging may leave something to be desired.
  4. Using too much explanatory messaging.
    Especially if you’re not the only brand in your genre, you may feel like you need to explain what it is that you’re doing and why. Or, if you’re breaking into a field with similar businesses, you may want to overly explain what makes you different. In all honestly, your customers are less likely to deeply read into these and more likely to go with their gut.
  5. Mismatching your language and design.
    While the initial interaction a user may have with your brand is through your logo, social media, and website images and feel, once they have taken this all in, your words are what matters. There should be some cohesion between the text of your brand and the images of your brand. How, for example, would it work for a sports website to solely use pink and purple pastels and italic font? It probably would seem a little off, and no matter how great the site was, visitors may never look further into your content.

When developing your brand, be aware that the words you use work to define your business more than you may realize. It will convey your personality, vision, and promise to your customer. When your branding is aimed at differentiating yourself from the competition, make sure that you are doing so as best as you can.