{"id":70306,"date":"2014-05-29T11:38:18","date_gmt":"2014-05-29T11:38:18","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/mind-your-language-jargon\/"},"modified":"2014-05-29T11:38:18","modified_gmt":"2014-05-29T11:38:18","slug":"mind-your-language-jargon","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/mind-your-language-jargon\/","title":{"rendered":"Mind your language! A look at some of the jargon behind today’s most successful brands"},"content":{"rendered":"

Language is at the core of every branding success story. It\u2019s how businesses relay purpose and personality, establishing a connection with their target audience that goes beyond one purchase or one contract. Often we use language on autopilot, but effective messaging requires more careful consideration.
\nWe thought we\u2019d break down a few language barriers by explaining what some of the different elements of your brand actually mean.
\nVerbal identity <\/strong>
\nYour business is about more than a brightly coloured logo or a quirky colour palette. What you say is just as important as how you look, and that\u2019s exactly where verbal identity<\/a> comes in. Verbal identity is made up of your values and vision statement to influence how your brand is perceived. It\u2019s relevant for everything from top-level mission statements to everyday communications \u2013 and it\u2019s harnessed in every word you write, whether you know it or not.
\nTone of voice<\/strong>
\nTone of voice<\/a> is a part of your verbal identity and has more to do with how <\/em>you say things than what <\/em>you\u2019re saying. It determines whether your words fall flat on a page or capture your reader\u2019s interest from the get go. When reviewing your tone of voice, there are three things to consider:
\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 How do you talk about yourself?
\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 How do you speak to your customers?
\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 How do you sound compared with your competitors?
\nCompany values<\/strong>
\nYour values are\u00a0the foundation beneath your feet, and they\u00a0impact\u00a0everything from the way your staff talk about the company to the respect you earn in the industry at large.
\nTo understand your values, you have to ask the question Why<\/em>? Why was your company created? Why do you offer the products or services you do? Why are you different from others? And, most importantly, why should someone do business with you?
\nOnce you know what you stand for, make sure it\u2019s communicated in everything you write.
\nVision statement <\/strong>
\nAs important for motivating your staff as projecting your passion to customers, your vision statement is your mid-term to long-term agenda. The way your vision statement is written is really important – it\u00a0will help to set guidelines for daily decisions that take you one step closer to achieving it. Whether you choose to share your statement publicly or not, it\u2019s important to establish one and reflect on it with everything you do \u2013 and everything you write.
\nMission statement <\/strong>
\nWhile your vision statement is forward-looking, your mission statement encompasses the here and now. This is something you should definitely be communicating – in order to create one, here are three simple questions to ask yourself:
\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 What does your company do?
\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Who does it do it for?
\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 How does it do it?
\nStart getting straight to the heart of <\/strong>you <\/strong><\/em>
\nStratton Craig has the skill and expertise to define and develop each of these essential terms \u2013 helping you complete your brand toolkit in the process.\u00a0 Plus, our writers<\/a> have produced award-winning content for companies across a wide range of sectors<\/a>, so we also have the know-how to communicate your messages to the right people, at the right time and in the right way. Contact us<\/a> to find out more.<\/p>\n","protected":false},"excerpt":{"rendered":"

Language is at the core of every branding success story. It\u2019s how businesses relay purpose and personality, establishing a connection with their target audience that goes beyond one purchase or one contract. Often we use language on autopilot, but effective messaging requires more careful consideration. We thought we\u2019d break down a few language barriers by […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[414],"tags":[],"class_list":["post-70306","post","type-post","status-publish","format-standard","hentry","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nMind your language! 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