Watch this short video or read the blog below to learn how the use of key words and phrases can alter the overall perceptions others have of your business brand.
This brandbyte #1 is all about realizing the use of words in creating internal brand culture and memorable customer experiences.
And as always, we start with the heart of the organization’s brand DNA. The vocabulary your business uses in its daily operations impacts the perceptions of both the employee and the leadership culture. Sociologists agree, vocabulary is a powerful tool in the creation of energy in and among the business brand environment. For example, in your work environment you could be hearing a lot of ‘no problem’ as a response when it comes to asking others to do something for you. If that phrase were converted to “my pleasure” – the overall tone and authenticity in that response elicits a whole new energy. This shift in phraseology is so powerful, The Ritz Carlton uses this and other key terms to train their entire staff in setting the tone for internal and external communications.
Ask yourself…”How does your brand’s style or personality really show up through how you communicate to each other from top down and vertically?” Have you thought about incorporating language that re-affirms your brand values? Bringing this technique into the consciousness of the culture will alter the way your employee culture behaves, produces, and responds to their surroundings for the better.
Now, in the external or customer-facing perspective… and the area of service excellence we intuitively understand that the way customers are spoken to – that is the language and communication behavior they experience from employees – is a key factor in customer satisfaction and business success. Here is your opportunity to build a communication style that reflects overall personality of the brand. The customer’s perception of the conversation with employees include aspects of language that convey respect and openness to hearing the other’s ideas and opinions, tone of voice, speed of speaking, gestures and other body language (eye contact, posture, and facial expressions) and comfort with each person’s physical position relative to the other. Your brand’s style plays a role in how the ‘delivery’ of service impacts the overall experience of the customer. The question is, “Is the customer touch-point experience congruent with what they expect from the brand promise?”
Brand vocabulary is just one of the transformational outputs that turn into useful tools for our Brand DNA clients to elevate their internal and external perceptions of their brand. The question is, “What’s in your Brand DNA?” and how can you leverage those components into areas like:
- internal communications
- sales collateral
- onboarding programs
- on-hold phone messages
- Email signatures
- And so much more!
That is our Brand Byte for this time – hope you didn’t get too full! For more information on step by step business branding and our new book, Brand DNA, go to www.brandascension.com And remember, your brand IS your business!