Language and Branding: 'A rose by any other name would smell as sweet'.

Let's assess young Juliet's assertion that 'a rose by any other name would smell as sweet'. In nature - yes, this appears to be the truth (although, if we're getting technical, intensely farmed roses have no smell at all and therefore a rose called 'Dutch Beauty' might not smell as sweet as 'Ethiopian Sunset' but bless her, she wasn't to know that.)

But I digress, is the same statement true when applied to branding a product/service? Absolutely not.

Let's all think of a high-end, luxury villa on Lake Como. Let's call it 'Villa Romeo'.... There are white washed walls, stone courtyards with iron tables and a dappled path that takes you through the rose gardens down to the lake's edge...

Ok, enough of that - which slogan sounds better:

'Lakeside Luxury'
or
'Como'n join us.'

And here is where our darling, naive Juliet got it tragically wrong - the 'name' (or whatever other branding you attach to a product) really, really influences how sweet it smells.

Language is enormously fluid and marketers must try and leverage the popular associations that words produce in the minds of those browsing. With people increasingly finding meaning in symbolic representations of things rather than actual things themselves (think about every cup of coffee you ever saw on instagram) it becomes clear that representation - the 'name' or branding we give our products matters more than ever when it comes to winning interest and people's custom.

So, when it comes to putting out material about your brand, consider what language best represents you and will convince an uncommitted audience that you're the real deal. Whether your language is colloquial, formal or clever - consider the tone and your choice of words. Be aware of 'trending' words and phrases (think poor Gretchen of Mean Girls trying to coin 'so fetch') and employ them carefully, ironically or as applicable. A good grasp of language and it's power makes for a brand that exudes confidence, style and self-awareness: traits that inspire confidence in those with zee cash.

Let it never be said: 'Tis but thy name that is my enemy'.