Brandbite #8 Language style and choice of words are strong expressive tools of your brand, yet many times there is a huge disconnect in the desired brand image and the written text. If your brand is progressive, sound progressive. Use compelling words that speak to innovation and cutting-edge ideas. If you are sophisticated and elegant, paint a picture of a regal presence. Got a hip brand? Spout off current and trendy terms. Is your brand a leader? Then exude confidence and an assertive attitude. Avoid overused words when building brand copy. They will surely confirm you are a commodity just like your competitors who use them. Create a list of words that powerfully describe your brand and its story. Include this list in staff manuals and encourage your staff to use them, so everyone is on the same page of brand persuasion. Amplify your brand voice with fresh words. Sign up for a new word a day at www.wordspy.com or www.wordsmith.org. And don't forget you can always create an original, new word anytime. Just make sure and educate your audience about its meaning regularly.

Karen Post helps organizations and professionals prosper with a powerful brand. She is a 20-year branding enthusiast, professional speaker, and author of Brain Tattoos, Creating Unique Brands that Stick to Customers' Minds. If you’d like to learn more about branding, read her monthly column at Fastcompany.com and visit www.brandingdiva.com.