There is no doubt that language brands use in communicating with the consumers are very important and should not be taken for granted. Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products.
Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not limited to language; it can also be incorporated through visual elements as well as delivery.
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. The language is used to get the attention of the consumer and then to relay information about what is being advertised. 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.
When positive words become strongly associated with particular brands, these words can become assets—to the point that competing brands may find the words difficult to use. For example, MTN Nigeria ‘Every Where You Go’ slogan has indeed created a good image for MTN in the minds of Nigeria. Even an illiterate in Nigerian without no doubt understand the ‘Every Where You Go’ slogan which has create an impression that you can get MTN network anywhere in the country. Even those who have not traveled to other part of the country have the believed that MTN network will always be first to reckoned with in any part of the country.
Part of the objectives of a brand language is to go beyond just a language and become the songs and communications of people in their different homes and offices. The ‘0809ja for life’ initiative of Etisalat is a song in some homes and offices in Nigeria. Nigerians quickly understand the Etisalat language and this has generated 16 million consumers for the company in just few years of existence.
Speaking exclusively with BRAND INFO, former Marketing Edge Magazine Editor, Mr. Adewale Okoya said that brand language helps to promote the brand values and is treated as a commodity alongside the actual products or company.
He also stated that with the expansion of social media, there is a new market for advertising and the use of branding language.
Okoya said that Social media allows for companies to move beyond the more traditional forms of advertising and into a new arena, insisting that the language of the advertising remain consistent throughout a campaign no matter what the platform.
“Consumers tend to respond to any brand that deploys their language to communicate with them. They develop both emotional and physical attachments to brands that speak their language. Times are really changing, and consumers want to maintain a direct relationship with brands,” Okoya stated.
When the consumers understand brands languages it will make the Brands to become household names. Consumers will not only communicate with people using the language of the brand, but the language will also get to their DNA.
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