Here’s another way to differentiate your brand
It’s in differentiation that you find your margin.
So brands spend billions on differentiating themselves:
In product design, who they hire, packaging and visual imagery.
But what about how the brands sound?
If you want to stand out, why sound the same as everyone else?
Especially when the experience of your brand is different.
Here’s how two car brands describe how their car goes round a corner.
“Born to corner.
Driving ‘Car X’ is a ton of fun, thanks to its legendary go-kart handling. We could go on about its lightning-quick responses and glue-like grip…”
It drives you forward. While giving you its full backing: the six-cylinder mid-mounted engine. Precise. Direct. And pure. The ideal prerequisite for you not simply to navigate the curve, but to savour each and every one from start to finish.”
The product design, development team, and imagery of these two brands is radically different. If you saw them both on a street, you’d never get them mixed up.
And they carry their brand differentiation through into their language:
In their choice of individual words (their lexicon); the story they’re telling (their brand narrative); what they choose to mention and when (their message structure); and the attitude they convey (their tone of voice).
They’re great examples of how language powers differentiation and brand positioning.
If you want to know who they are, or if you want to guess, then tweet us @VerbID.
There are many ways your brand’s language can help your brand to stand out. Recently, we’ve helped an online retailer, a luxury fashion house and an enterprise software company to craft their brand lexicon, their brand narrative, their message structure, and their tone of voice. If you want your brand’s language to stand out, email Chris.