Brand Language Rules


As a social media agency we spend a good proportion of our working day writing, listening to and reading dialogue on the web.

The written word has never been so important yet writers still struggle to get work and some clients still focus on the more graphical elements of their brands visual identity.  Nearly all of us who work at Qube have either done a creative writing course, plan to take a writing course, worked as a writer or write as a hobby. Maybe thats not unusual in our creative generation full of aspiring writers pronouncing their opinions and thoughts across blogsphere,  however we risk losing an important point, that writing – even in the form of conversation online – is still an art, and a professional art at that.

I think brand language – or as its more commonly known, brand copy – is one of the (if not the most) important aspects of brand management within a social web world.  The words you use to describe yourself, the words you use to approach people, the words you use to respond to people – and of course, the words you use to get people to find you!  We all know just how easy it is to be misconstrued on an email or across forums, its the same for any other written communication absent of visual cues.  Just see how Nick Asbury (D&AD award winner) took the most carefully thought out corporate words and re-arranged them into something completely different – and unfortunately into something way more engaging and differentiating!

Your words, more than ever before, have to deliver against relevance and interest for those on the receiving end as well as continually support your overall brand proposition and stand you apart from everyone else.  Its a tough order and it should be given the professional time and investment it deserves.

See what your brand language is telling the visitors to your site by copying the text into this basic word cloud generator.  I think Qube Media’s words on our ‘about us’ website page are spot on for the functional side of our brand – it would be interesting to do this alongside our competitors and see whether we need to work a bit more on brand language (tone and content) thats truly unique to us.

Brand language rules, don’t underestimate it!


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