At a time when communication is increasingly hailed as shorter and more visual, the way brands choose and use language (the Verbal Brand) continues to hugely influence a plethora of channels, from social media to search engines to advertising, public relations, website content, direct marketing and more.
Language is one of the most important definers of any organizational culture.
1. Language is one of the most important definers of any brand. The language you choose, the language you don’t choose and the language you choose to replace are a reflection, and in some senses a definition, of your priorities.
Linguists will tell you that language is constantly evolving and that a number of factors drive the speed and extent of those changes. Language changes as it is passed on; it adapts to movements in society and technology; it reflects shifts in social attitudes as a result of social, economic and political pressures.
