Decide the Feeling You Wish to Emote
American author, Maya Angelou, once said:
“People don’t always remember what you say or even what you do, but they always remember how you made them feel.”
The words and tone of your business’ language will play a large role in shaping how your customers feel about your brand. As Ms. Angelou elegantly put it, it’s the feeling they’ll remember. Consider the feeling you hope to emote as a business, the feeling that your customers have upon walking through your doors or speaking with an employee on the phone. How do your employees feel coming to work every day? This is such an important aspect of a well-developed brand language as it flows into all areas of your business. You may want your customers to feel secure, safe in your trustworthy hands, or maybe you hope they feel challenged, empowered to step outside of their comfort zone.
Whatever feelings you choose for your brand should seamlessly evolve and flow from the tone and voice of your business.