The language landscape of your brand presents myriad opportunities to create a distinctive and compelling verbal brand experience that references the value proposition, reinforces core brand attributes, expresses real brand personality, and indicates a particular attitude toward both the message and its intended audience. All this goes to the heart of a brand promise.

A concerted effort to create a verbal context that reflects and supports your brand promise may be less than apparent to the naked eye, but any disconnect in the verbal brand experience of that promise will be duly, and negatively, noted. It's all about attitude: toward the message, the medium, and the market.

If you want to position your brand as "the voice of a new generation," then you would be wise to speak to your audience in contemporary language. If you would like to be perceived as "the voice of authority," then you'd best avoid any tentative turn of phrase and emphasize expertise. If you want to convince me that your products are easy to use, then for heaven's sake the installation instructions had better not be incomprehensible tech jargon.

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