Corporate wording - some thoughts and suggestions

[dkt91]

As you all know, companies don't just distinguish between each other by their logos, colors and designs. If you listen carefully you'll realize that Apple speaks another language than Microsoft for example. Appel for instance says 'Think different' wheras Microsoft's slogan is 'Your potential. Our passion.'
What they do is to convey different messages to different groups of people. They are using their very own corporate wording in order to make them absolutely unique.

Corporate wording, however, is not just about slogans, TV spots or brochures. It's even part of mundane things like for instance order confirmations or collection letters - at least it should. Because very often companies don't use their corporate wording anymore in these kinds of dialogue with their clients. Often clients are confused by this and they may often feel disappointed or even deceived. In any case you'll lose some credibility. And corporate language can help you avoid just that.


Rules for good texts

• Use verbs instead of nouns if you can - that makes the text a lot more vivid.
• Write in the active form, avoid passive
• Don't use borrowed or complicated words if there is an easy, English expression
• Try to use short words whenever it's possible
• Use graphic descriptions and examples as often as possible

Developing a language style

Now it's time to develop a language style which reflects your company's image and is suitable for your main target group. The question is: How can you put the brand's promise and your company's image into words? Will it measure up to your clients' expectations? Rather use emotional or objective language?

A hotel would usually consider using an emotional language, making people want to stay at their place.

An engineering firm would rather use an objective language, conveying rationalism and performance-oriented thinking.


'Love-words' and 'No-words'

'Love-words' are words that perfectly describe your company, your brands or your product and hence should be used a lot for communication.
For example if your product is mineral water suitable words would be: 'natural', 'clear', 'precious', 'fresh', etc.

'No-words' are the complete opposite. Words that don't correspond to your image or which convey the wrong message. For your mineral water for example you wouldn't want to use words or sentences like 'filtered by a 2bar air brake', or would you ?

Source:Wie spricht Ihr Unternehmen? - Ein Beitrag von Dr. Doris Doppler- translated and altered by me

Maybe I'll add more content a bit later.

 

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