American poet and civil rights activist Maya Angelou said: ‘They may forget what you said, but they’ll never forget how you made them feel.’ Which is why it’s never ‘just semantics’. Semantics (the meaning of words) matters – particularly in branding and especially when determining your brand’s tone of voice. Every word, question, response and statement should be considered and interrogated for its meaning and its distinctiveness in context – that is pragmatics. These should be the building blocks when defining a brand’s character, tone and language. Language is the extension of your brand’s character or persona, and the only tangible cue for your audience to know that your brand is a ‘hero’, a ‘sage’ or a ‘nurturer’. Character turns a good product into a brand, and language can turn your brand into a favourite. Linguistics and brand tone of voice What makes a distinctive brand voice so important? Isn’t it more important to work hard to make your brand sound more human? A brand vo...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.