Branding words are key to building your business. These words are not your logo or your company name, although those are important as well. These are the words that you use to define your company. And these are the words that help you market your brand in layman’s terms. So, what are your branding words? Once you have identified these words, use them! Your company’s branding words should become familiar. Keep things consistent. You want potential customers to get the same message from you — repeatedly. The power of branding words can improve your SEO and connections you have with your customers.
“Branding is what people say about you when you are not in the room.”
Jeff Bezos
Words are pretty amazing. I have always been fascinated with the written word. I enjoy breaking words apart, figuring out their meanings, learning their uses and misuses. As a student, I studied our language: grammar, poetry, literature, and linguistics. As a parent, I teach that our words matter, always. And in my job, I market with the written word. There are endless options when choosing your words. Expressing ourselves clearly is a matter of using the right words. And branding words are no different. How do you want your company to be portrayed?
Often, it is a good idea to start with your team. Have you ever asked your employees for a word to describe themselves? This is a fun thing to ask in an interview, “Can you package how you feel about yourself into a word?” It makes us think! We asked our employees here at Boxwell for a word that describes this year for them. Not surprisingly, their words were all about transformation. Here are a few of our words:
Growth, Change, Alignment, Unpredictability, Optimism, Rollercoaster, Resilience
These words are telling and true. Businesses have seen a lot of change over the past few years. And while change and revision are necessary, it’s important to anticipate what’s ahead and prepare for any necessary shifts. How can words help? Like a vision board, your words can represent where you are and where you want to go.
From your employees to your product of service, be sure your company’s brand and purpose are well defined. That way, you will be better prepared for change and transformation. To define your brand, ask the questions, “Why does my brand exist?” and “What does my company provide?” From there, make a list of the words that come to mind. Consider what your product or service does for others. How are you helping the end users? In defining your brand this way, you will learn how your customers connect with your brand.
Identify the strengths and characteristics that make you unique. You may have a compelling origination story, give back to your community in a meaningful way, or offer competitive prices. Whichever way you stand out, emphasize it on all your platforms and communication channels. This will increase the likeliness of you reaching the audience that appreciates or identifies with your mission.
Rebecca Kowalewicz, Forbes
