While brand language does have a fair amount to do with words and phrases associated with your offerings and suggesting the nature of your business without explaining it in depth - it definitely goes beyond it. A differentiating brand language provides a platform to express the personality of your business which helps resonate with your target audience. For instance, a brand like Chai Point expresses a warm and welcoming feeling similar to that of a friendly tea stall. Raw Pressery conveys vibrancy and healthy living through their unique imagery and an apparel brand like The Souled Store suggests creativity and individuality through their story telling. One of the best ways for small businesses to leverage this messaging is to communicate in a way that is unique, about a product or service that may actually not be all that unique.

At the end of the day, every customer, as a human being, has one thing in common. They value emotions. So while crafting brand identity, small businesses must prioritise language branding tactics that focus on fostering an emotional connection with the customer. A Salesforce study found that 64% of consumers felt an emotional connection to their favourite brands. In a crowded marketplace, an iconic brand language must emotionally invoke customers to persuade them in making the purchase multiple times. Thereby leading to a loyal customer base.

Over time, customers prefer choosing brands that they trust. For instance, Amazon has been a consistent top choice for millions of customers. According to Forbes, “Amazon has earned our trust by delivering the products we want, on time, intact, in the same branded brown boxes—consistently.” Trust is built when brands are perceived to be consistent. It is crucial for small businesses to convey consistency while communicating brand values. A cohesive brand language across all touchpoints - website, social media, advertisements - builds credibility and reinforces brand identity! All in all, consistent brand language can increase your revenue anywhere between 10% and 20%, as per the State of Brand Consistency report.
Now that we've established why brand language is important for business growth let's explore how exactly you can create one that connects with your audience.

At the heart of this process lies brand language development, which includes defining your brand voice, tone, messaging strategy, and storytelling techniques.

Let us take an example of a mid cost jewellery brand, All That Glitters, through this guide that will help us understand the process of setting your business apart from competitors through brand language :

Without establishing a unique brand voice, you are at risk of blending into the marketplace as a small business owner. Eventually, a lack of brand personality development could lead to lower brand recognition, weak brand identity, inconsistent brand communication, difficulty building relationships with customers and ultimately, it leaves a negative impact on the growth of your business.

Imagine yourself scrolling through your favourite social media platform, and you stumble upon a post from a brand you've been following. You have most likely come to expect a certain tone and personality from them - maybe they're witty and sarcastic, or perhaps they're inspirational and uplifting. But today, their post feels off - the tone is formal and distant, completely different from what you are used to. It leaves you wondering if it's even the same brand you've grown to love. That's the effect of inconsistent brand language. It can leave your customer feeling confused, like they're interacting with a brand that will not deliver what they expect. An inconsistent brand messaging leaves no space for trust and dilutes brand identity, making it harder for customers to connect with and remain loyal to your brand. As small business owners, you want to keep your audience engaged and your brand thriving. So consistent brand messaging is key!

By investing in brand language development, you can establish a unique identity and position your business for success in the ever evolving marketplace. It's not just about what you sell; it's about the story you tell, the emotions you evoke, and the connections you build. Your brand language sparks conversations, not just with you and the audience but also amongst your audience. It comes down to the power of your brand voice which has a huge role to play in turning your upcoming small business into a thriving brand that your customers choose, every single time.