Brand language

Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not limited to language, it can also be incorporated through visual elements as well as delivery.
Brand language is a part of verbal brand identity, includes naming of both corporation and the products they sell as well as taglines, voice, and tone.Another benefit of developing a brand language is the ability for a corporation or product to be recognizable across international borders, while other advertising codes can be misinterpreted, words can be translated to ensure brand unity. 


As a part of the advertising world brand language's primary function is to identify a company or product and also differentiate that company/product from competitors. The language is used to get the attention of the consumer and then to relay information about what is being advertised. It is also used to ensure that when people communicate about the product there are less misunderstandings and more clarity about purpose and the role that this commodity wants to play in the lives of the consumer. 
The brand language can also be associated with competing for investors, recruiting talent, or acquiring business partners.
Brand language is also often used internally within a company. For motivational and leadership situations branding language helps to promote the brand values and is treated as a commodity alongside the actual products and/or company.

When positive words become strongly associated with particular brands, these words can become assets—to the point that competing brands may find the words difficult to use. For example, in his book Brand Sense (Kogan Page, 2005) Martin Lindstrom quotes extensive word association research carried out by Millward Brown demonstrating the strong link between the words “magic” and “kingdom” and Disney. Disney appears to have made a successful investment in “owning” these words. Lindstrom’s studies found that Disney has the highest number of words that are associated with one specific brand (among brands that were surveyed). Along with “magic” and “kingdom” Disney has been shown to have branded the words: “dreams,” “creativity,” “fantasy,” “smiles” and “generation”. The study that he conducted asked people to associate those words with a brand and over 80% of people asked said that they thought of Disney. Part of the reason that Disney has been so successful is that they are able to seamlessly integrate traditional and new media markets in a way that allows them to reach large audiences with a stable continuous message.
Other campaigns that have powerful brand language recognition are Kellogg’s and Gillette. Part of the idea with branded language is to go beyond just a slogan and to imbue ordinary words with the idea or essence of a particular brand. With Kellogg’s the word that is associated with them is “crunch” with With Gillette the word that consumers see as synonymous with the brand is “masculine.” In this case the word masculine also conjures socially constructed ideologies, which helps the brand become a more stable construction the mind of consumers.