Can You Master a
Branded Vocabulary?
It’s Elementary
Liz Goodgold
Contrary to skeptics, the age of writing is not dead. In fact,
we write more than ever – from email to blogs to websites to
Twitter. However, what has changed is that our words must be
more distinctive than ever. We must create, write, and speak
a “brand vocabulary” in order to reap the rewards.
So, just what is a brand vocabulary? It is words and phrases
that are proprietary - that belong to your brand only.
“Elementary” as Doctor Watson would reply.
To be clearer, If, for example, my by-line at the end of this
article, read: Liz Goodgold is a curiously strong branding
expert…,” you might instantly think of Altoids Mints which has
been using that tagline for over 25 years. It is not trademark
infringement, but mindshare infringement!
Creating a “branded vocabulary” takes work, but allows
brands to:
1. Differentiate - It strikes a line in the sand between
“us” and “them”
2. Reiterate – After all, BMW, is still the ultimate “driving
machine”
3. Repudiate – There are designer shoes.. and then there
are Manolo Blahnik’s
“On brand” words and phrases can be created, twisted, or
merely stolen from the dictionary and turned into “ownable”
words. New Orleans chef Emeril Lagasse repeatedly
exclaims “bam” after adding ingredients so that it’s become
his signature phrase. His colleague on the Food Network,
Sandra Lee, built an empire based upon her Semi-Homemade
created term. And, rival Rachel Ray turned Extra Virgin Olive
Oil into her trademarked phrase of “EVOO.”
So, how can you create a hot vocabulary?
1. Identify Your Lexicon Library – Determine
which words relate to your brand and which should be avoided
like the plague. And, don’t forget: you can always create
new words as well. Carfirmation, Skintervention, Sharknado,
Carmelistic, and even the “quicker, picker upper” are now
ownable words and phrases.
2. Employ Your Terms Consistently – Building
a warehouse of words takes time and a commitment; don’t
change willy-nilly.
3. Speak Like Your Peeps (People) – If your
target thinks you’re “awesome,” return the favor and use just
as colorful language. Glamour Magazine, for example, uses
the email [email protected] . Just fab!
4. Remember the Medium – Twitter is very clear:
140 characters and you’re cut off. On LinkedIn, the rules are
more informal: don’t self-promote on discussion groups: add
value, not a commercial. Follow both official and unofficial
rules to boost your message.
Now that you know the rules, Sherlock, it’s easy to unlock
the mysteries of a brand vocabulary. Or, as I like to say, now
you’re armed you with my Words of Lizdom, go ahead and
create your own dictionary.
Liz Goodgold is a branding author, consultant, coach, and motivational “speecher” who is on a mission to prevent brands from falling into the sea of similarity.
Download her free 99 Sure Fire Ways to Build Your Brand and Business at www.redfirebranding.com or connect with her at [email protected]