Did you know that according to Harvard Business Review 90% of consumers are more likely to make a purchase from a brand that evokes emotional resonance in its messaging.
Brands speak to us in many ways – visually, through sound, and even touch.
But one of their most powerful tools is language.
Words, when used right, can become architects of brand perception, converting simple products to icons.
This is the secret language that many brand custodians must have in their kit.
Crafting the Narrative: Storytelling as a Superpower
We all love stories, don’t we?
That’s why brands that tell compelling narratives resonate with us on a deeper level, forging connections that transcend mere transactions.
A carefully crafted brand story can evoke emotions, build trust, and create a sense of shared identity.
Nike spells out its mission as follows – To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
The soul of this story lies in its asterisk.
Suddenly the brand transforms from athletic excellence, which could be a narrowing story limited to only athletes and sports freaks, to a wide and inclusive stance.
It inspires the reader, telling them if you have a body, its all you need to push boundaries and achieve the impossible. A masterstroke!
Here is an ad that tells the story remarkably. This narrative humanises the brand, making it relatable and memorable. As you can see, I am a fan. Link
The Art of the Tagline: Not Just Words
You see these short lines all around you, accompanying brand names. Yes, taglines encapsulate the essence of a brand’s promise, its values, or its unique selling proposition.
A well-crafted tagline can become synonymous with the brand itself, instantly recognisable and deeply ingrained in people.
A well-crafted tagline can become synonymous with the brand itself, instantly recognisable and deeply ingrained in people.
My favourite instance here is one of the most beloved brands – McDonald’s. “I’m
Lovin’ It” – is not just a slogan; it’s a spirit that resonates with our aspirations and desires.
It reflects into the red and yellow brand colours, and the adorable Ronald, it shows in the happy faces of customers or even in their happy meals.
That’s the power of a tagline – it does not just decorate a brand; it adds value to it.
Here’s some fun trivia behind the tagline -even I didn’t know this before. Link
Voice and Tone: The Personality Behind the Words
Here’s a brand I absolutely love for their tone and voice – an Indian home-grown brand called The Whole Truth. It’s a purpose-led food brand offering protein bars and other such options.
Their language is in sync with their “truth statements” approach. It’s straightforward, honest and catchy. Sample lines like these:
- “The whole truth is that this bar is all natural.”
- “It’s a two-ingredient peanut butter with dates.”
- “All the proteins you need. None of the chemicals you don’t.”
I find them fuss-free, simple and to-the-point – just like the ‘whole’ truth should be.
Catch a glimpse of their fun copy right here: Link
Remember, consistency in voice and tone across all communication channels is crucial for building a strong and recognisable brand identity.
The Power of Naming: More Than Just a Label
A great brand name is not only easy to pronounce and remember but also evokes the desired emotions and associations.
For me, one of the most successful brands of modern times comes to mind when I think of brilliant names: Nykaa.
I’m sure I don’t have to tell you the story of how the name came into being. It’s the modernised version of the Hindi/Sanksrit word “Naayika” meaning lead actress – meaning main character energy, meaning confidence, meaning being your best self.
So much energy packed into one word, right? That’s the magic of the right name.
Here’s a story of how the start-up grew into a huge success story – I believe the catchy name Nykaa
has a lot to do with it. Link
Related Post
There’s a lot more to words
Marketing copy is where the persuasive power of language truly shines.
Words are carefully chosen to highlight the product’s benefits, address customer pain points,
and create a sense of urgency.
Strong verbs, evocative adjectives, and clear calls to action are essential tools that one must use.
The goal is not just to inform but to persuade, and connect with the consumer – and convince them that this product or service is the solution they’ve been looking for.
Words are not merely tools for communication; they are the building blocks of brand identity. They have the power to shape perceptions, evoke emotions, and create lasting connections.
By carefully crafting their language, brands can build empires, inspire loyalty, and leave a lasting impression on the world. The secret language of brands is a powerful force, and understanding its nuances is essential for both you and your consumers. It’s time for you to use it too.
I wish you the best in your secret journey
