Working with large corporates we’re continually looking for ways to help our clients avoid some of the excesses of corporate language. Their desire to appear authoritative can often result in faceless communication that is both distant and unremarkable.
These days clear and human communication is essential but even then, it will only take a brand to first base if differentiation is the ultimate goal. Adding a distinct personality to verbal communication can strengthen a brand in exciting ways, and that’s regardless of whether the brand is B2C or a corporate B2B. It’s a part of brand development we love working on the most.
We also loved this article by Mindi Chahal for Marketing. She examines why it’s important to look for nuances in your language to differentiate your brand and connect with your consumers beyond predominantly graphical means such as advertising.
Worth a read: How to Find Your Verbal Identity
Source: Marketing Week