Brand language is essential for defining and distinguishing a brand’s identity in the market. It fuels an active and loyal consumer base, impacting market growth over a long period.  

The combination of words you use in branding is powerful. They can engage with your audience and create compelling brand stories that resonate with people on a deeper level. They can describe who you are as a company in a way that gives your company an edge competing. 

How has brand language changed?  

Brand language has changed significantly over time, whether through evolving slang, industry terminology or cultural shifts. In modern times, companies have increased their use of more powerful language, tone and personality to differentiate themselves.  

During the past decade, companies have adapted their communication using digital marketing. They have evolved how they communicate with more personalized messaging and stories to attract their audience and keep them engaged.  

But recent political and legal issues are pushing back with a battle over language. Words that were once accepted are now being eliminated. Companies are scrambling to restructure their strategic planning process as they search for new ways to communicate about their values and practices.  

How will the battle over language affect your brand? 

If you and your leadership team are wondering how to shift your brand language, understand that doing so can significantly affect your company’s brand.  

Here’s a more detailed look at the impact: 

Eliminating Language and Rebranding 

In response to political and legal issues, companies are thinking about eliminating or rebranding policies and initiatives. Replacing terminology with broader terms to avoid political scrutiny is an approach that can help you maintain the workplace culture while avoiding unwanted political attention.  

For example, by eliminating specific words that were meant to be inclusive, you might choose a broader language that focuses on themes like belonging, community and talent development. However, in choosing your approach, recognize that many of the concerns about words are based on how they are used and what meaning is being conveyed. 

In most cases, it will not be feasible to go through your policies and language to replace words without rescripting your theme. It will disrupt your strategic planning process. Entire policies and programs tied to these words will need a major overhaul. Therefore, it would be prudent to recreate a theme for your brand that stays true to your company’s mission, vision and purpose. 

Reframing the Narrative 

When recreating a new theme for your brand, your narrative is going to change. It is crucial to reframe the narrative to adapt to evolving trends. As consumer preferences and expectations evolve, you want your brand to stay aligned with future political and legal issues while ensuring your branding resonates with diverse audiences and builds loyalty. 

Think about how shifting your language with new words and phrases will continue to describe what your company wants to emphasize as important and the environment you are offering.   

In shifting your language with a new narrative, it is important that you communicate authentically with your brand. Your efforts should reflect genuine commitment to new brand language, demonstrating that it is not just a superficial addition to the public image.  

Maintaining Transparency 

Any rebranding efforts can cause your brand to appear less authentic and erode trust among customers, potentially damaging brand loyalty. It is crucial to back up any changes in branding language with a company strategic plan that includes concrete actions and transparent communication.  

For example, by creating a strategic plan, you and your leadership team can prepare to address criticisms constructively and engage in open dialogue with everyone who interacts with your brand.  

For key areas of your strategic plan to be effective, focus on fostering transparency, building trust, and communicating clearly. Consider in your strategy how changes in language and initiatives will not undermine the progress made in strengthening your brand and instead develop a more powerful evolution of your brand. This should include monitoring your reputation to help measure the impact of your actions. 

How can you strengthen your brand with a powerful language? 

The changing landscape of brand language is creating a crisis for many companies, no matter how big or small. With brands under siege based on the language being used, it is essential that you navigate the crisis by adapting and evolving with language that is acceptable and powerful.  

Our Chief Visionary, Natasha Davis, is a strategic planning consultant with extensive experience helping companies rebrand. She is ready to help strengthen your brand identity with powerful language that will cement your reputation, trust, and loyalty among your customers and stakeholders. Visit us online or Contact us to schedule a power chat today!