Language and Branding

“Tall Skinny Vanilla Latte”, is a name of a beverage from Starbucks. It is a small latte with low-fat milk. There are other places in your community, I am sure, that sell vanilla lattes with low-fat milk, but none use the phrasing or words “Tall Skinny Vanilla Latte.”

Recently, Target has coined the phrase “frugalista” and another phrase that many of us have heard over the years is “Yes, We Can,” part of the Barack Obama Campaign.

These phrases, like others,  are a part of a brand. How we verbalize our message and how we write it can be the difference in connecting with an audience or not. Phrases like “Tall Skinny Vanilla Latter” are used to create an emotional connection.

Let’s look at  Target’s Frugalista. What does the word say? It is an elegant way of calling a woman a smart and stylish consumer. It is a word that defines a group.  If you are a smart and stylish woman, you want to be a Target customer. See how that works?

Language creates a sense of belonging. By creating a language particular to your library  you can develop a deeper relationship with your customers.

There is a library language. We speak it to each other as library professionals – but here is the mistake we make – we also speak it to our customers. Words like circulation desk, databases, and holds. These words are needed and make total sense in the industry, but we have seen over the years they do nothing for customers. It doesn’t bring a sense of belonging for the customer. If anything library industry words can make customers feel less than part of our libraries.

So do some research and find out who is your audience. Research other organizations (library and non-library) and learn what words or phrases they use to connect with similar audiences. Take what you have learned from your research, review your organization’s goals and objectives, then, make changes accordingly.  The library system I currently work for has a style manual. The manual brings consistency in official names of our programs and events, names of our libraries, subject manner etc. We are moving forward to update this to include other important stylistics things such as language and tone used for our audience. Style guides and branding manuals go hand in hand and, in some cases are one in the same. The time to develop tools like style manuals are worth it, and, builds a stronger brand.

Words are important and how we use them is just as important. I remember as a kid and my Dad would tell me NOT to do something. I would get so angry and at times ignore what he said.   Then my mother or uncle would make the same request in a different tone and with different words and, with little or no conflict, I would do as I was asked.  My mom and uncle got a positive response from me because of tone.

The tone in which we speak to our customers is also the difference in increasing our customer base or who our customers will be. Let’s look at the  Obama campaign and the tone. The phrases “Yes, We Can” and “Change You can Believe In” were wrapped around a powerful, inclusive, polished tone that made these words, well, believable. Seeing people like you and I as part of this brand and hearing the story of someone that seems just like us (Obama) empowered people who wanted power but didn’t feel they had it. The Obama Campaign created a tone that drew people in and put people to action.

One library that I was recently introduced to that has developed phrasing or a language specific to its library y is Rangeview Library District in Colorado. Visit their website at  www.anythinklibraries.org. Rangeview phrase – Anythink… Anything you can think of – is at the library. I love it. Tell me what you think about Anythinklibraries.org. If you have examples of your organization creating language, please share.

Language and tone is a fun and important part of the brand. If you have an in-house staff that takes care of your branding needs, connect with them to learn more about the opportunities that tone and language can bring to your brand. The same goes with libraries that use outside design and brand management firms. Have fun creating.