Brand Language




A body of words, phrases and terminologies used by an organisation to describe their purpose or in reference to their products is called as Brand Language. It is used in marketing to connect certain words or ideas of companies or products by consumers. When developing a brand language, the two fundamental components used are word choice and tone. The vocabulary used in advertising or marketing is what is meant by word choice whereas the attitude of the advertisement is referred to as tone. Tone is not limited to language as it can be incorporated through delivery or visual element.
Brand Language is a part of verbal brand identity which includes naming corporation and products they sell and also taglines, tone and idiosyncratic wording choices. The primary function of brand language in advertising industry is to identify a company or product and differentiate them from its competitors. It is used to grab the attention of consumers and relay information on what is being advertised. This also works on ensuring that there are no or only few misunderstandings happen, more clarity is given upon a purpose and also that the role a product wants to play in the consumer’s life.




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