Wise Words

Language is used more not only to brand a company but to express identity, cultivate culture and define values. The importance of curating a narrative around a brand is essential, a responsibility that companies and copywriters should take seriously.

Protest has been in the minds and hearts of consumers, with brands speaking out about injustices, values and the environment. From Nike collaboration with Colin Kaepernick’s “Believe in something. Even if it means sacrificing everything” to companies embracing the #MeToo movement, to this year’s focus on sustainability, brands are using language to advocate belief.

Neuroscientist, Mario Sigman, found that the language we use has the ability to shape our emotions. Brands should consider that they, in turn, have the power to turn ideas into narratives, forging a way to convey emotion and connect to consumers with deeper understanding.

CBD Tampon brand, Daye, is about to release the first-ever tampon designed around pain relief. The revolutionary company herald Liv Cassano as their editor, with cleverly crafted copy centred around women’s issues that are not talked about. The blog takes on issues often construed as complicated like PCOS or endometriosis which effect roughly ⅕ women globally. With an empathetic approach, the brand builds community by uniting consumers in taking control of their periods and finally addressing the questions that used to be anonymously asked in agony aunt columns.

At a recent talk hosted by Dash Hudson, the discussion centred around content, community and culture. All the data points lead to trends of low-fi content flourishing and consumers engaging with long-form content like videos, podcasts and live streams. Constructing an authentic narrative that consumers can engage with is key. While paid-for and polished content is still relevant, it’s being used as a way to draw consumers into the deeper narrative of a brand.

Rolls Royce understands the need for a consistent and in-depth narrative. The luxury brand utilises its deep-rooted in heritage to help develop content year-round, encouraging consumers to delve into the rich story of the car company.

On the flip side, brands targeting younger generations are much more reactive, with meme culture and quick whit ingrained into their socials. Burger King found viral fame on twitter last year, gaining the crown for most-liked tweet ever, after quipping back at Kanye’s post about loving MacDonalds. Using language to directly target consumers, brands have the power to speak directly to them, reflecting cultural and generational nuances.

Here at Sheridan & Co, we understand the importance of crafting a narrative. Whether it’s creating a brand playbook or designing a retail experience that connects with communities, we utilise the power of language. From naming the fast-growing fitness nutrition Kin – famous for their Ibiza retreats – to giving Morphe their new tagline ‘Blend The Rules’, we enable brands to connect with their consumers with emotion and impact to inspire long-term relationships

• Understanding your consumer market is key. Consider how they use language and engage with brands. How do they communicate? How do they interact with brands in real life and online?
• Copy should be consistent across all platforms. Whether it’s on a podcast, twitter or in-store, the tone of voice should feel coherent across all platforms.
• Know your brand values. Being certain on the ethos of a brand will help in developing a narrative that consumers will hold onto and remember.