“How to Brand a Company – 7 Types of Brand Language You Should Use” is one of the most popular Brainzooming articles of the past couple years. This branding strategy article looks at seven different types of language (Simple, Emotional, Aspirational, Unusual, Connectable, Open, and Twistable) a brand should be using to fully communicate its brand promise, benefits, and overall messaging.
I received a tweet the other day asking for successful examples to back up the seven types of brand language identified in the post. Since I was working on a presentation I needed to complete ASAP, I was more than happy to abandon the presentation deadline and throw together an immediate answer to the tweet.
Yes, I clearly have a “focus” issue, but that’s a topic for another day.
I created a quick grid (of course), and started filling in examples of each type of language, from both my own recollection and a few listings of popular advertising slogans.
While not going for an exhaustive list of brand language examples, I noticed after tweeting off the jpeg of the table that “Just do it” from Nike showed up in two areas – both Simple and Aspirational.
Going back through the list of seven types of brand language, however, it seems that “Just do it” could also fit in several others:
The leaves only Unusual and Connectable as gaps for “Just do it.” While it’s never going to be unusual, it COULD be used in a Connectable fashion. One example would be to insert sports actions (i.e., slug, slam, dunk, pass, hurdle, putt, etc.) in place of “do.”
This exploration raised two questions:
I’d love to hear your thoughts about whether any other brand’s language works harder than “Just do it” does for Nike?
Because if there is one, I can’t name it. – Mike Brown
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