A Crash Course in Branding: Why Words Matter

Last Updated: May 10, 2022

When it comes to branding, words matter. When someone sees your site for the first time they’re met with colors, fonts and images. The first reaction essentially sets the tone for your brand. But what happens when someone starts to read the words? The home page content, menu items and email opt-in text comes next. Words matter and we’re here to give you a crash course in branding with words.

Make sure the words consistently reflect the brand.
The words you use on your site tell people who you are, what you offer, and the personality behind your brand. And more importantly, they tell the audience whether you’re the kind of person they want to work with. However, if your content does match with you aesthetic, customers could be left a little confused.

This is why the words on your site are just as important as the design. Therefore the key is to tie it all together in a way that it properly reflects your brand. From the content in each page, to the content in your sidebar, even to the content on your social media accounts. However, each word should be carefully selected to ensure that your brand is cohesive. For more information on how to create a cohesive brand, check out this article: How to Design the Ultimate Brand Identity

Make sure the words fit your brand.
Below are questions to help you decide which words properly define your brand. Remember that your website is an extension of you and your business. So, when someone arrives at your site they are interacting with you, not a website. As a result, your words must reflect that.

  1. Describe the audience you’re appealing to.
  2. Describe the experience your brand brings the audience.
  3. List the emotions you want the audience to feel.

The next step is to summarize each sentence with a word. The goal is to have a list of words that you’ll use in your writing all the time. This will ensure that every time you write/edit something, the essence of those words is present. Most importantly, a good choice of words will benefit your brand and help you attract the right customers.

Remember that you’ll hone your brand most during the editing process. If you’re writing your About Page, for example, write the entire thing out first. Then go back and edit words and sentences to reflect your brand. If this sounds difficult, don’t worry. Practice makes perfect. Check out this great post by Neil Patel for helpful tips How to Write the Perfect About Page that Drives Leads

We hope you’ve found this helpful. Let us know in the comments below what you struggle with the most.

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