Evolving your Brand’s ‘Language’ for Growth

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“Language is a crucial element in brand strategy because it frames the entire user experience for customers. When businesses choose to adopt a certain vernacular, they are creating the foundation on which customers will build their perceptions,” – Medium.com

Brands speak to customers and consumers in many languages because every brand needs to connect with these constituencies in ways that are authentic, emphatic, and nuanced. Marketers use brand language and visuals to help consumers connect a specific brand to an image, an idea, and a product. In addition, the ‘language’ helps a business to position its brand in the marketplace and establishes the personality that it chooses to adopt. Further, a brand language offers businesses an opportunity to establish direction and to impart velocity to a certain brand presence. These actions must be calibrated closely in an effort to extract the maximum mileage from a commercial brand. In light of the above, a company must create a brand’s ‘language’ with a view to help the brand register incremental growth over time.

A brand that sells soda and soft drinks can adopt a multi-pronged, staggered approach to build the brand’s ‘language’. Initially, upon launch, the brand can choose to highlight product attributes through advertisements and marketing campaigns delivered through television, print, billboards, flyers, and the Internet. Once the brand captures a significant share of the market, the said business can evolve the brand’s ‘language’ to emphasise human attributes such as community, friendship, and family values. We must note that this evolution helps said brand to stay relevant through changing times, while creating an abiding presence in customers’ hearts and minds. This evolution enables the brand to connect with customers at a deeper level and helps to create a broad market base for said brand. In addition, the emotive aspects of the human attributes referred to above enable the brand to deepen its presence in the customers’ psyche, thereby promoting sales and achieving business growth.

A brand’s ‘language’ enables a business to establish the core of a brand’s personality. This is important because brand personality is intrinsic to brand reputation, brand identity, and brand equity. Therefore, a brand personality must be stable at all times. In an age defined by the ubiquity of social media, a brand can choose to expand its presence by interacting regularly and frequently with its social media followers. For instance, a commercial airline operator can work to expand its brand presence through regular interactions on social media. This course of action can help the business to refine and evolve its brand’s ‘language’ and bring the brand closer to consumers and customers through conversations. We note that the above instance clearly illustrates the evolution of the airline brand in response to changing times and evolving customer preferences.

Manufacturers of perfumes and fragrances cater to sensitive customers and must therefore, be careful about establishing an original brand’s ‘language’. The marketing campaigns for this class of merchandise, needs to stress an original message in order to establish its brand credentials. For instance, an elite perfumery can distil its brand’s ‘language’ to emphasise the importance of tradition and history. This naturally restricts the scope of its marketing messages but helps to create and preserve a brand aura that resonates with the cultivated visual image of the brand. However, the said brand can choose to introduce a sub-brand that caters to younger audiences and modifies the brand’s ‘language’ to include contemporary themes and mental images. The two brands can co-exist in common markets, yet cater to distinctly different customer segments. We must note that these actions essentially spur business development for the brand and enable it to expand the customer base.

Automobile fuels can harness the winds of change to modify and tweak their brand’s ‘language’ in a bid to infuse novelty in their marketing campaigns. For instance, a certain brand that sells fuel can choose to upgrade and evolve its brand’s ‘language’ in a bid to cater to current consumer trends. The traditional brand language may have been built to emphasise a constant market presence to assure customers of energy security. This approach sought to underline the durability of the brand through decades of steadfast market presence. However, modern times may dictate a change in the brand’s ‘language’ and spotlight the top-notch quality of fuel and the reduced footprint of the product on the natural environment. We must note that change in language is significant keeping in mind the fact that the preservation of the natural environment has emerged as a major priority in human affairs. Underlining the brand’s commitment to the natural environment may help the business and the brand to attract more customers, thereby leading to higher revenues.

Businesses and commercial establishments must upgrade and evolve their brand’s ‘language’ in modern markets because a larger number of brands have established their presence in recent decades. The pharmaceutical industry can work to refine its brand’s ‘language’ in response to changes in the public discourse. For instance, a pharmaceutical business may elect to customise its brand’s ‘language’ to emphasise a greater cohesion between its traditional products and modern medicine. The said evolution may spotlight the commonalities between a certain brand of medicines and certain healthcare and beauty products. This strategy essentially meshes two groups of products in a bid to expand the market uptake of pharmaceuticals, as also in an attempt to refurbish the public perception of the traditional image of medicine and pharmaceutical products. We must note that the brand’s ‘language’ plays a crucial role in effecting this desired transition.

White goods represent a traditional category of products that are designed for use inside residences. The marketing messages for such products are predictable and follow a certain tenor of communication. However, a new brand can choose to infuse its brand’s ‘language’ with fresh enthusiasm by altering the visuals traditionally associated with marketing such goods. The emphatic use of non-traditional or new age colours and tints can help said brand to establish a distinct brand presence. For instance, the said brand can use modern technology to embellish its products with earthy and neutral colours, thereby establishing a distinct departure from customary brand language. In addition, the use of online marketing platforms can enable the brand to reach a wider range of modern customers thereby increasing the chances of faster business growth. We must note that the skilful wielding of a novel brand language enables the brand to break new ground in mature markets and to attract new customers.

In the preceding paragraphs, we have examined the evolution of brand language and its role in boosting business growth. We must note that every brand or business must invest deeply in the creation and evolution of its brand language. This enables said entities to remain relevant in changing markets and to adjust to and accommodate changing consumer preferences. That said, businesses should work to re-define the core value proposition of a brand in an attempt to expand their market presence and to spur brand growth. Market observers have noted that the incremental evolution of a brand helps to refresh its presence in the public discourse and to renew its brand credentials. These surely count as important achievements for any brand or business in modern markets.

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