John Simmons wrote for my A-Z of better brand language, ‘Words are your children: look after them well.’
Welcome back to A Writing Life, our series of monthly articles written by long-time 26 member and contributor Rob Self-Pierson.
Like many of us, Rob straddles the line between commercial and creative writing. Each month, we’re inviting him to share the trials and triumphs of a writing life – and what he learns along the way.
It’s September, and Rob’s studio has landed a new project. He’s reminded why words matter so much to a brand…
Autumn’s arriving in the chill of mornings and reddening leaves.
How was your summer? Last month, I shared that I’ve been writing a novel/short story collection. I’ve had to put it to one side.
We said that’s a writing life. One day you’re working out if your book’s main character deep down is a decent man. Next you’re leading language workshops with a maturing start-up.
The start-up is my studio’s latest language project. We’re helping to reposition the brand. We’ll go on to develop its tone of voice and brand narrative. Later, as we build towards the reveal of the refreshed verbal identity, we’ll help write launch comms and web copy.
Jumping back into brand language like this has helped me see afresh the invaluable nature of what we do as writers. As well as the huge importance of words throughout a brand.
Words are a brand’s soul
Did you ever hear Jeremy Vine’s brilliant ‘What Makes Us Human’ series on BBC Radio 2? If Jeremy asked me, I’d respond with ‘words.’
Words make us human, Jeremy. We think in them, we plan and prepare in them, we express ourselves and connect with others thanks to the magic and power of words. They are the essence of who we are.
The right words can also help humanise brands. The brands who know this tend to create more valuable relationships with people.
At the core, words enable a brand to express its reason to exist beyond making money; its hopes, intentions and aspirations; what it values and believes. When I started in brand language over 15 years ago, capturing this ‘foundational language’ was a strategist’s job.
Today, I’m delighted to say, lots of brands are engaging strategic-thinking writers. Writers who love analysing language, who get a thrill leading exploratory workshops, who find joy in bottling essence.
We’re doing it with the start-up. Laying bare their soul, getting a sense of who they truly are, and understanding where to reposition them.
Words give brand identity
From a brand’s foundational language, such goodness springs.
On one hand, the colours, typefaces, logo and other elements that make up its visual identity. On the other, the words of its verbal identity.
We’ll shape the verbal identity of the start-up brand. First by developing its tone of voice. This is where linguistics are important, mixed with behavioural science. It’s knowing that changing the tone of your messaging has a big effect on how people perceive you.
Tonal principles need capturing. Writing tips need developing. Copy samples need annotating. All in a clear, concise and characterful way – so our client feels inspired and excited to follow new guidelines.
Then it’s story time. A brand’s opportunity to share a narrative that gets audiences to care. We’ll be honest about the start-up’s challenges: their own and their audiences.’ We’ll give life to our client’s efforts to improve things. And we’ll reveal the good they’re achieving.
It’s all words. Words that guide, inspire. That persuade and rouse and stoke fires in hearts. Where would brands be without words?
Words help brands connect
As you and I know, great writing connects: novel and reader, speech and listener, comms and those who matter most to a brand.
Through words, brands tell us stuff like what’s special about their latest gadget or newsletter. How we should set up their new product. Where their conference is taking place. The most successful brands also make clear in messaging why we should care about them.
When we relaunch the start-up, we’ll use words to encourage their audiences to embrace new ways of thinking, feeling and acting. Get it right and we’ll create the trust and loyalty so valuable to success.
Without words, they’d still look great. But all the opportunities words give us to connect deeply, emotionally would pass on by.
Together we go
Maybe I’ve written this to remind myself how important words are to brands. Perhaps I’m celebrating the good we writers do. I might just be marking the start of autumn, a time to look at things anew.
All I know is words matter. As John Simmons wrote for my A-Z of better brand language, ‘Words are your children: look after them well.’
Curious about what else makes us human? Here’s Jeremy’s series.
Onwards,
Rob Self-Pierson
If you’d like to share in response, message Rob via Max at 26. Also, find out more about Rob, connect with him, or read August’s A Writing Life.