Defining Your Brand Language

Creative writing is anything where the purpose is to express thoughts, feelings and emotions rather than to simply convey information. The definition of creative writing is writing that expresses ideas and thoughts in an imaginative way. The writer gets to express feelings and emotions instead of just presenting the facts.

The purpose of creative writing is to both entertain and share human experience. Writers attempt to get at a truth about humanity through poetics and storytelling. Some nonfiction types of writing can also be considered creative writing. Blog posts, for example, can be written creatively to inform your readers about your life in an expressive way. Because these types are written in first person, it’s easier for them to be creative.

Techniques used in creative writing include:

• Character development
• Plot development
• Vivid setting
• Underlying theme
• Point of view
• Dialogue
• Anecdotes
• Metaphors and similes
• Figures of speech
• Imaginative language
• Emotional appeal
• Heavy description

Choice of Language

Language can play a pivotal role in how your audience perceives your brand. Whether it’s an up-and-coming online trading company or even a globally-established coffee firm, or simply developing your own personal brand, the vocabulary, grammar and tone of the language used will be incredibly important. Though many of us are aware that we change our language in accordance to who we are speaking to, the extent of this, or reflection on its impact might not be so common for all. In a similar fashion, as we adopt a different tone when speaking to a colleague compared to a close friend, when building your brand, it’s a good idea to think about how you want yourself or your organisation to be perceived.

Having a good understanding of your target audience is therefore key to deciding what rhetorical style to adopt. Obviously language choices ought to be in accordance with any locale-specific disparities.

Consistency

It is, however, not just formulating a brand language that’s important. To ensure that such language is made consistent across the range of communications and media channels can prove essential too. This is because a degree of inconsistency can cause an element of distrust in the audiences, and because of this it’s an idea to make sure that any language used is sustainable regardless of the occurrence. Otherwise, it can be interpreted as a break in character.

So whilst overly informal language might be useful when announcing a sale or promotion, by suddenly having to switch the tone of language for PR purposes, it can create inconsistency which will only have a detrimental effect on the brand formulation. A good example in regards to consistency is how you approach different media. Consistency & personality are key.

Using various social media, websites, and so forth, does demand a different usage to connect with your audience. However, consistency comes into play to ensure that all channels portray the same side of the same story providing you with more solidity to make what you’re saying more tangible.

Luckily, through social media & communication, brand promotion is more direct than ever before — which allows your audience to form their expectations from you directly, rather than primarily through third parties.

Brand Personality

The creation of a brand personality is achieved through the successful implementation of the above points of language consideration and consistency across an array of communicative platforms. The central aspect of creating a brand personality should be that it provides your organisation with an almost tangible personality.

So before you and your organisation next communicates to its audience via email, social media or in person, be sure to consider the language used in terms of tone and vocabulary.