We all want our brand language to be as powerful as it can be so those we hope to serve feel a real connection to our brand. That’s the real key. That connection. It’s what gets us beyond being simply noticed to becoming loved by people.
So as we think about our brand language, what’s the biggest obstacle to us getting there? Quite honestly, it’s us.
“Hi, let me tell you about me.”
We have a natural tendency to talk about ourselves. We’re just wired that way . Unfortunately, that’s not really what our prospects want. What they’d rather hear you talk about is them.
The good news it is not difficult to overcome self-centered brand language. The first thing to do is to understand the signals our language sends.
How we structure our brand language sends subtle signals to our prospects. I’m not talking exclusively about the words we use. I’m talking about where we put our emphasis.
Does your brand language talk about you and your organization? In other words, do you find yourself using ‘we’ , ‘our’, and ‘us’ a lot in your language? For example:
These are symptoms of brand language that is more organization-focused rather than focused on those we hope to serve.
