Branding: The Importance of Language

I was working on branding with a fellow member of the Beverly Hills Leads Club chapter.

Her teenage daughter overhead the conversation and told her mother that I was dumbing down the language used to describe her mother's special talents.

Actually I was demonstrating a technique of effective fiction writing – NOT interrupting what's called the fictive dream.

Here's what I mean:

According to this technique, which I utilize both in writing and speaking, if you use a word that requires a person to spend even a nanosecond thinking of the meaning, you risk losing that person's concentration.

(And we know in social media and websites that means risking a click away.)

What I was actually referring to was a guest's announcement at our weekly Leads Club chapter meeting. The guest had used the words "glycemic index."

I said that this concept "glycemic index" took time for the mind to process. Then I added that it would have been better to use the word sugar in connection with this concept.

(Wikipedia says: "The glycemic index, glycaemic index, or GI is a measure of the effects of carbohydrates on blood sugar levels.")

Here's the important question regarding the language you use for your brand:

Is it important to use words that are specific to your business? Or is it better to use words that your target market readily understands and probably searches for on Google, Bing, etc.?

I'd love to hear your opinions in the comments below.

And if you are a writer, check out Carolyn Howard-Johnson's blog Sharing With Writers.

Plus, if you have a business in West Los Angeles, check out the Thursday morning breakfast invitation at www.BeverlyHillsLeadsClub.com

© 2011 Miller Mosaic, LLC

Phyllis Zimbler Miller (@ZimblerMiller on Twitter) is the co-founder of Miller Mosaic Social Media Marketing. Download the company's free report "5 Tips for Staying Top of Mind With Your Prospective Target Markets" at www.millermosaicllc.com/los-angeles-s...