Positonierung through words

Verbal branding — a corporate must-have

On company level: who is actually involved in language and communication?
Truth is: neither is the sole responsibility of marketing. Brand language is shaped by many departments. The clearer the guidelines, the easier it is to work together and the stronger the impact.

1. Product development: from product requirements documents and scope statements to PIM/MAM systems. This basis for later texts, headlines and campaigns is where specific differentiation starts. Right from the start, generalities should be replaced by brand-specific messages.
2. Marketing/communication: choosing the right brand language can make or break the brand impact. Brand language decides whether messages create recognition, trigger emotions and whether the strategic brand idea is consistently felt across all channels.
3. Legal/IP: runs the checks and secures verbal brand value, especially when language can be monopolized or whenever competition and trademark law shows conflict potential.
4. Sales: can score more when arguments are clear, strong and convincing. A concise brand language creates relevance, trust and makes it easier to translate brand values into sales propositions.
5. External copywriters: need orientation and linguistic guidelines to write consistently and in line with the brand. A defined brand language saves briefing time, avoids revision loops and ensures quality across all formats.
6. HR: conveys the culture and attitude of a brand internally and externally. Whether it's a job ad, onboarding or employer branding — language shapes identity, attracts the right people and createsa sense of belonging.
7. All together: turn the brand into a verbal experience. Brand consistency only emerges, once everyone speaks the same language. Across all touchpoints, departments and hierarchies.