How to Craft Your Brand Messaging Part Seven

Define Terms That Will Be Used

An important mechanism for brand messaging is the choice of terms. Some are strategic and help brands to transmit their value proposition more clearly, facilitating understanding. 

In general, those are words, expressions, and phrases that refer to the company’s core business but always addressing the specific values that each company embraces.

At this stage, the company must already have its value proposition defined, which will allow it to know precisely what it will bring to the public. When it comes to determining the terms, it’s necessary to perform a simple reflection exercise on which words generate a quick association with what the company sells.  

If we are talking about veganism, terms like “sustainability” will work out well and generate a strong connection with the brand. From this, it’s essential to build a true bank of terms, creating a solid standardization that will serve to guide all communication efforts. 

It’s important, however, that this bank is extensive to guide various contents without being repetitive.