PR & MARKETING
Danielle Simpson’s,
monthly ‘call to action.’
How to get your brand
message across and into
the mind of your market
B
rands exist in words long before immediately and directors must take this
they are defined by logos so it’s ‘day-to-day’ aspect of branded language
ironic that a preoccupation with seriously. Fundamentally, this means
visual identity can result in a ensuring staff ‘talk the talk’ and consistently
brand’s values getting lost in communicate the company’s personality
communication. This can happen because with clients and customers.
1) language takes a back seat as too much
attention is focused on creating eye- Logo and Language
catching logos and 2) as companies grow, A branded language strategy works
different divisions of the company handle alongside visuals for maximum effect.
different methods of communication – the This could mean displaying branded
company website, annual reports and press
‘80 per cent of the
phrases prominently within high street
advertising – so opportunities for language offices, printing branded straplines across
synergy are lost. All this spells disaster for
world associates
company folders and brochures,
building brand power. integrating the language within flash
Companies like Disney have used
words like dreams
animation banners online or refreshing
branded words and phrases for over half a business cards to distribute a message
century and a recent study showed that
and magic with
more effectively. ‘Every little helps’ – it has
over 80 per cent of the world’s population certainly helped Tesco, which has recently
associate common words like ‘dreams’ and
Disney’
reported a 15.1% increase in group sales.
‘magic’ with Disney. Similarly when Nike Companies invest in refreshing their
co-founder Bill Bowerman recognised, Hamptons does this effectively with its existing logo, incorporating new brand
“If you have a body, you are an athlete,” his ‘local knowledge, global property expertise’ messages. The ‘KitKat’ logo regularly
statement brought inspiration to ‘athletes’ strapline, among others, and when Ellisons becomes ‘Have a break, Have a KitKat’ in
across the world and consumers continue set about promoting its award-winning its own right, and one independent estate
to act on Nike’s invitation to ‘Just Do It.’ ‘staging and marketing service’ the product agent, Milestone Residential, utilises the
was repackaged as ‘House Aid’ – a brand message ‘Make Your Move with Milestone’
ConsistenCy is Key with personality. ‘House Aid’ not only underneath its existing logo. Both
Every company, whatever its size, can connotes an invaluable level of assistance examples speak volumes about the power
enhance brand power by integrating but its power is increased when used in of logos in communicating actions and
‘branded language’ across all its media conjunction with branded phrases like emotions. They are not solely eye-
channels. There is no extra cost in doing so ‘we set the stage for results’ and ‘passionate catching icons, they present opportunities
and the technique helps companies win about property.’ to touch and persuade consumers which is
customer loyalty. Essentially this means It takes years for words and phrases to why it’s vital companies consult a brand
identifying the key words that reflect the be accepted as ‘belonging to a brand’ so professional when cold-starting or
‘personality’ of your brand, and your rather than outlay the cost of reproducing rebranding a business.
product’s USP; then repeating them over all corporate communications at once,
and over in everything from advertising many companies choose to roll out their Danielle has developed the brand language of
copy and digital media production to radio branded language strategy over time, many leading estate agents.
advertising and corporate communication. adding the words and phrases they ‘own’ Visit
www.thebrandeffect.co.uk.
This develops a unique ‘tone of voice’ for to any new communications as they are
your brand and is a bit like creating a visual produced. Firms following this strategy
Any tips on branding to share? Go to www.
identity in words. can begin to instil branded language
propertydrum.com/articles/prjune
PROPERTYdrum JUNE 2009 27
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