The Linguistics of Branding

Practical Linguistics: Strategic Language Use in Marketing

Sean Ketchem, PhD

My day job (that takes a few nights as well) is helping companies connect to their customers through ‘verbal branding’: that is to say, positioning, messaging, corporate language, and brand voice. It’s somewhat unusual in that to many people, brands are visual constructs, consisting of logos, color schemes, visual vocabulary, and guidelines. However, that’s not the end of the story.

What makes a successful brand is the combination of the visual and verbal: a visual presentation that captures the spirit of what the brand is about, combined with the right messages, crafted in the right tone. Without key messages, a piece of brand communication is a beautiful box with nothing inside.

Positioning is, essentially, the company’s credo, or its belief about the world and how the company helps make it a better place. Whether it’s simple, desirable user experiences that let people get more out of life, a ‘third place’…

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