Brand language

Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products.

[5] As a part of the advertising world brand language's primary function is to identify a company or product and also differentiate that company/product from competitors.

It is also used to ensure that when people communicate about the product there are fewer misunderstandings and more clarity about purpose and the role that this commodity wants to play in the lives of the consumer.

[6] The brand language can also be associated with competing for investors, recruiting talent, or acquiring business partners[citation needed].

Along with “magic” and “kingdom” Disney has been shown to have branded the words: “dreams,” “creativity,” “fantasy,” “smiles” and “generation”.

Part of the reason that Disney has been so successful is that they are able to seamlessly integrate traditional and new media markets in a way that allows them to reach large audiences with a stable continuous message.

[8] Brand recognition can inspire an influx of followers or friends, but if the social media content is seen as lacking then it can cause audiences to negatively perceive a company.

[9] When employing social media resources it is crucial that a company begin to view their “brand as a personality”.

[7] It is important for companies to know why they are using these social media sites – it might be education, a playful persona, or a desire to attract more people to an online store.

Clarity of focus will allow companies to build their sites around this one particular point, which helps consumers recognize the brand and follow it.

Unlike traditional marketing formats, which send information one way, social media enables immediate and direct feedback from a myriad of users.

[9] Brand language is delivered externally through formal marketing communications, such as advertising and public relations.

This includes recruitment, corporate communications, investor relations, sales presentations, conference speaking, retail staff and whenever an individual answers the telephone on behalf of the brand[citation needed].

He views this practice as mostly negative and believes that politicians reword events to cover failed actions.