Enterprise Nation

Sinclair Ashman’s business helps other businesses define their unique brand identity. An important but often overlooked part of that identity is the ‘brand language’. This refers to all the different ways in which people receive information about the company, which can be in visual, written or spoken form.

Product description

Recently I've been doing quite a lot of research for my own business into how companies of all sizes describe their products and services. Perhaps the main difference between larger companies and smaller ones is the attention given to the written language, for example on websites, corporate brochures or on sales leaflets. Language that ensures the product or service descriptions are (without being untruthful), alluring and inspiring. Most importantly, language that stands the best possible chance of getting you closer to that all-important sales decision.

The exciting part is that there are so many different ways to use language creatively, so there’s always room for you to find the brand ‘voice’ that suits your business. Many companies even effectively ‘own’ a brand language that defines their market position and generates sales. The clever and succinct style of text and image used on ads for the Economist magazine for many years is a good example of a brand-defining style.

Here’s an example of good copywriting from Daylesford Organic Bamford (Bath & Body section):

Geranium

Essential oils and the highest quality plant extracts define our Botanic Geranium Collection. We believe that nature provides us with the purest ingredients our bodies understand. Harvested responsibly and crafted with the most advanced skincare methods available, the result is a range of products that simply work.

It manages to be simultaneously informative and evocative and relevant for its target market. So why not take a close look at the text on all your marketing materials to see if it could do with some TLC. It could do wonders for your business.

References:

• Daylesford Organic
• The Economist
• Brand positioning 

Sinclair Ashman, Reverse Design