What language means to business

Photo by Pavel Danilyuk

Ever felt like you’re not getting an idea through because it’s beyond the limits of your vocabulary? Or that an idea is not grasped by your audience because it’s not presented with the right words? Clients with internal content teams often approach us with this problem. We create language catalogues that help them stay authentic and efficient in their communications; this is particularly useful for companies that have transient teams. Let’s unpack why language matters so much when sharing ideas.

It’s hard to even imagine interacting and making sense of the world without words. It almost seems that words are the very architecture of ideas. Is it possible to form or communicate ideas without words? You can definitely feel and experience without words. But, experiencing is not the same as deriving an idea. Experiencing music is not the same as processing it and deriving an idea from it.

Oscar Wilde called language “the parent, and not the child, of thought”, suggesting that thinking is shaped by our words.

But, we know artists and musicians who think in image or sound. The mathematical genius Daniel Tammet processes numbers by thinking in landscapes. Other interesting evidence is in how hearing-impaired people, who are cut off from both spoken and signed language, form ideas without the help of words.

Mundurucú, a remote Brazilian tribe, has only words for numbers up to five. When studying their capacity to understand the concept of a number higher than five, it became evident that for many Mundurucú, the idea of greater than five was a difficult one to grasp. Although some showed signs of understanding the idea of ‘something bigger than this’, they were quick to categorize it as ‘a lot’, rather than attempting to define it more specifically.

We can certainly process an idea without words; using comparison, physical memories and associations with shapes, and colors, perhaps even symbols, sound, and movement. However, some ideas can only be conceived in the presence of the word.

Mundurucú’s limitedness in grasping simple numerical concepts shows that although ideas can be actively processed without words, they may not be fully understood in such cases. Certain ideas or concepts— most certainly numerical ones, as the study with Mundurucú suggests— cannot be grasped fully without the clarity and definition that a word would lend. That is to say, there are certain kinds of thinking that are possible only with words.

So, what does this mean for businesses? Words help us quickly define and zoom in and out of ideas. Access to a vocabulary that accurately portrays the origins and cultural associations of the business, and considers relatability with the audience means efficiency in communicating. It also means consistency in vocabulary, creating the ‘brand voice’ or the persona that audiences emotionally connect with.

When we work with businesses that have internal communication teams—often transient as employees move in and out of the company—we create brand language catalogues. A brand language catalogue helps ideas to be communicated without being limited to the individual vocabulary or linguistic expressions of the employee handling the content creation at the time. They’re story-building tools that help businesses stay efficient and consistent.

We also create visual language catalogues to create sharable boards that portray the look and feel of a business using imagery. But, this insight story is only about written and spoken language.

Let’s decode the function of a language catalogue using this example that we created for Podi Scene documentary film promotions. When we create language catalogues we first have a quick conversation with the client and do a little research on their platforms to find out the typical correspondence that they have with the audience. Depending on the research insights and the client's brief on the requirement, we identify what types of language samples would be most useful to their company. In the case of Podi Scene, we prioritized descriptions for aesthetics, moods, qualities and experiences because it is a brand that often expresses appreciation. We also paid close attention to language for handling complaints because it was important for Podi Scene to maintain good relationships with people from diverse viewpoints and backgrounds as they interacted with the film and the ideas it highlighted.

A brand language catalogue is essentially a collection of written and spoken language that allows you quick access to categorized sections like greetings and sample responses to compliments or complaints. It’s like having a toolbox at hand’s reach for building narrated or written content while staying on-brand with language.

If you want to learn more about how we can help your business coin the language that’s right for it, get in touch.

Stories to stay authentic in the travel and hospitality business

Right now, everyone is a self-proclaimed adventurer. The internet is flooded with pictures of people posing from popular destinations, sitting on palm-fringed beaches and eating exotic food, hashtagged #wanderlust. So much so, that it contradicts the true meaning of exploring, which is to go where it’s uncharted, beyond the comfortable choices and off those beaten tracks. Often enough, travel and hospitality businesses use these populist narratives; so, we were quite excited to get a client that wanted to stay away from the trending narratives and lean into their authenticity. Let’s look at some story examples from our long-term client the Spice Trail—a fantastic string of boutique hotels for families and surfers—that has a pronounced Explorer archetype in their business persona.

With the Spice Trail, we make sure to bring out the traits that highlight their sense of adventure, resourcefulness and ability to stay authentic despite shifts in time and place. A business with an Explorer persona like the Spice Trail leverages visuals and themes that signify ideas of journeying, new places, and surfing, which tie in with its target audience's affinities.

When it comes to story narratives, the classic arc of adventure where a protagonist embarks on a quest, gains an extraordinary experience, and returns transformed is always a great option for Explorer businesses because it can be interpreted with new experiences beyond the beaten path; like how to get somewhere, surf expeditions, lesser-known histories, or navigating major changes through symbolic journeys. 

It’s interesting to create stories that speak to the Explorer archetype in the audience too; we created a story series to give away to guests, as postcards. This was a way to create common ground with their audience who are travelers and within a frame of mind that appreciates journeying and adventure.

The Explorer’s authenticity shines the brightest when they’re tested with challenges that make it harder to stay true to their core. We created a story to help the Spice Trail’s resident restaurant to communicate how they stayed true to their offer during Sri Lanka’s economic crisis (You get to see the backend of our story design process here; what we call a story outline identifying the key ingredients of the story from the key messages and story facts. Scroll down in the linked document to see the finished story). This was a story designed to show how an Explorer persona used its superpower to stay true to itself in the thick of changes using a seriously challenging context where the government had imposed strict import restrictions leading to ingredient limitations for their eclectic menu based on recipes around the world. 

When designing these stories, we moved away from populist travel narratives so our client’s authenticity is highlighted. As much as the popular narratives are useful pointers to what consumers want and desire right now, a business that only follows the trends misses the mark when it comes to authenticity. So, while we use popular narratives to understand what audiences are interested in, we help our clients share stories that are new, more interesting and authentic.

Our most frequent Explorer brand clients are in hospitality, food & beverages, and recreation. We encourage them to share more stories about the Explorer’s quest itself, the transformation it delivers or those involving truly uncharted experiences. To find out how we can tell your stories, get in touch. To ask us questions and get custom consultations, become a paid subscriber, or ask us about the story membership. 

Like our stories? Read these stories featuring a personal viewpoint on what it means to really travel, and how we follow a story, from our co-creators Shamalee and Alain.

The method behind the magic

Image: Nikola Tesla circa 1899

Whenever people say that our ability to design stories with the exact voice for their brand is uncanny, or amazing, we always tell them that it’s nothing magical; but a very rational process of mining the right information from the client and using it in our creative process.

The first step of this process is the questionnaire that we share with our clients; it serves as the cornerstone of our story design process. It’s designed to extract key insights about your brand, values, and other ideas that help us capture the authentic story of your company or personal journey. So, this questionnaire is more than just a series of inquiries—it's essentially the series of dots that we will connect into an articulation framework for your business; a blueprint that enables you to make decisions, brief creatives, and communicate what’s at the heart of your business to your staff. In this blog post, we'll address the frequently asked questions surrounding our questionnaire, offering clarity on how your responses can be formulated to best inform our story design process. 

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* Please note that the explanations given here are for selected questions only; we’ve chosen to give explanations to these questions because more people have needed help with them. If you’re a client who needs more explanations or wants a better understanding of a question not listed here, reach out to us. We’ll get on a call to make sure you get all the answers you need. We highly recommend listening to this video walkthrough while you attempt the questionnaire. It gives a step-by-step explanation of each question and can help you complete the questionnaire with greater accuracy.

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Question 4 

In question 4, we ask about any specific needs, problems, or wants that must be taken into account in our design process; usually, the answer to this question would be a set of words, colours, or ideas that you want to steer clear of for important reasons; or a market context that you want to make special reference to. For example, a consultant who commissioned us wanted to steer clear of the word ‘design’ because it had a strong association with a set of services she did not offer and did not want to get inquiries for.

Question 5 

Question 5 is to get you to consider how the articulation framework will be used. If your primary focus is on driving creative decisions when speaking to consumers, you should emphasize how the framework will inform your marketing and promotional strategies. 

On the other hand, if your priority is to share your work culture, values, and onboard new teams or inform existing teams, focus on how the framework will serve as a foundational tool for internal communication and alignment. Then the framework will be somewhat tailored to help you integrate it into onboarding processes, employee training programs, and internal communications to foster a sense of belonging and unity among team members.

Question 6

When answering question 6, whether your business takes a group-led or individual-led approach in your business story, consider if your business is best represented by the collective efforts of a group or by an individual founder or leader who closely directs others and makes most of the key decisions. Determine which approach resonates most authentically with your way of working.

Question 7 

In question 7, we ask you to associate a fictitious age with your brand persona; and this has nothing to do with how long your business has been in operation. Here’s why. A brand’s age has to do with shaping how it’s perceived by your target market. Although hardly ever explicitly mentioned in stories, a brand’s age can be hinted at in its visual presence or vocabulary.

Consider how these age groups are generally perceived. Envisioning your brand as young can convey a sense of freshness, innovation, and forward-thinking. This youthful persona may appeal to younger demographics seeking products or services that are modern, cutting-edge, and disruptive. On the other hand, positioning your brand as middle-aged suggests a level of maturity, reliability, and experience. This persona may resonate with consumers who value stability, trustworthiness, and a track record of success. Portraying your brand as a senior evokes notions of tradition, heritage, and legacy. This venerable persona can instil confidence and trust in consumers who prioritize longevity, heritage and established credibility. Lastly, embracing an ageless persona transcends temporal boundaries and emphasizes timeless values and universal appeal. This approach resonates with consumers seeking products or services that are enduring, adaptable, and relevant across generations.

When answering the question of how old your brand considers itself to be, it's crucial to align the fictitious age with the desired perception you wish to convey to your target market. Consider the demographics, values, preferences, and aspirations of your audience, and choose an age that best reflects the identity and positioning you want for your brand. 

Question 8 

When considering the gender of your brand persona, it's important to recognize the impact this decision can have on shaping the perception of your brand and its appeal. Associating a gender with your brand persona can serve as a powerful tool for conveying specific traits, values, and characteristics that resonate with your intended audience.

For instance, envisioning your brand persona as feminine can evoke qualities such as nurturing, empathy, and creativity. This persona may appeal to consumers who prioritize emotional connections, authenticity, and inclusivity in their interactions with brands. Positioning your brand persona as masculine suggests attributes such as strength, leadership, and assertiveness. This persona may resonate with consumers who value qualities like reliability, confidence, and ambition in the brands they choose to engage with. Alternatively, embracing a non-binary persona challenges traditional gender norms and fosters a sense of fluidity, diversity, and acceptance. This persona can appeal to consumers who prioritize equality, openness, and representation in their brand interactions.

It's important to note that when considering whether a brand persona is feminine, masculine, or non-binary, we're not necessarily referring to traditional notions of male, female, or LGBTQ identities. Instead, we're associating these terms with energies, traits, and tendencies that can transcend gender boundaries and apply to individuals of all genders.

By understanding these distinctions, brands can leverage the concepts of feminine, masculine, and non-binary energies to communicate specific values, characteristics, and emotions that resonate with their target audience, regardless of their gender identity. This approach fosters a more inclusive and nuanced understanding of brand personas, allowing for greater flexibility and authenticity in brand representation.

Question 13

When answering the question about what your brand sounds like when speaking, reflect on the preferences and characteristics of your ideal target audience. Determine whether they are more responsive to communications that sound local and familiar or if they prefer a more global and cosmopolitan tone. Understanding your audience's cultural context and linguistic preferences is crucial in shaping your brand's voice. Consider your business’ origins and how important that is to your story. Evaluate whether your brand's voice should reflect the speech and language of a particular region or culture. Consider whether aligning with regional dialects, colloquialisms, and cultural nuances will enhance your brand's authenticity. Is your business rooted in a specific community or culture? 

Or does it have a more cosmopolitan and globally-minded perspective? Assess the potential impact of adopting a more universal and culturally neutral tone on your brand's global appeal.

This tone of voice must be managed consistently whether it’s in advertising campaigns, social media posts, customer service interactions, or written content. Maintaining a cohesive and unified voice across channels is a must.

Question 28

This question prompts you to think about the type of consumer with their purchasing decision-making methods. When creating stories and visual language, a brand must pay close attention to the type of consumer they are targeting because different types have unique behaviours, preferences, and motivations that shape their purchasing decisions.

For instance, the Bargain Shopper is primarily driven by discounts and deals, seeking value for their money. In brand stories and visual language, emphasizing cost savings, special offers, and price competitiveness can effectively resonate with this audience segment.

The Researcher, on the other hand, values information and seeks thorough research before making a purchase. Providing detailed product information, customer reviews, and comparisons in brand stories and visual content can help build trust and credibility with this audience.

For the Impulse Buyer, who makes spontaneous purchasing decisions, leveraging eye-catching visuals, limited-time offers, and persuasive storytelling can create a sense of urgency and drive immediate action.

The Negotiator appreciates flexibility and seeks opportunities for customization or personalized offers. Tailoring brand stories and visual language to highlight customizable options, flexible payment terms, and personalized recommendations can appeal to this audience segment.

The Loyalist values brand trust, consistency, and reliability. Reinforcing brand identity, values, and past experiences through consistent brand stories and visual elements can foster loyalty and strengthen the emotional connection with this audience.

Lastly, the consumer on a mission seeks efficiency and convenience, with a singular objective of completing the purchase quickly. Streamlining the buying process, providing clear navigation paths, and minimizing distractions in brand stories and visual language can cater to this audience's need for speed and simplicity.

Understanding the nuances of each consumer type allows us to tailor their brand stories and visual language effectively, resonating with their target audience's preferences, behaviours, and motivations. Consider this when you’re answering this question.

Question 34

This is one of the questions often elaborated by our clients; however, the point here is to be as succinct as possible, narrowing down on what exactly it is that you do. This question is to identify how to refer to your work or business. For example, ‘a clothing store’, or a ‘financial intelligence consultant’. Of course, there is room to bring in a specialized aspect of your business here; for example, an ‘abstract painting artist’. When a business identifies what it does, it helps customers understand its purpose, offer, and what to expect. This is important for brand stories and visual language; this clear identification should be reflected in messaging, visuals, and branding elements to ensure consistency and coherence.

For example, if the brand is a digital marketing agency, it should clearly convey its services, such as "digital marketing solutions," "online advertising," or "social media management”. 

This is a question that requires a somewhat short answer, which is why we encourage clients to try and explain their work as succinctly as possible, in approximately 3 words. 

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* Got a question that we didn’t cover here? Don't hesitate to reach out to us. We're more than happy to schedule a call and help you complete this questionnaire. We highly recommend listening to this video walkthrough, while you attempt the questionnaire. It will save you time and help you record accurate answers that best reflect your business.