Why your business needs brand words


If you were to think of your brand as a personality, how would you describe it?

This is one of the questions I ask clients before embarking on a design project with them, and it is one you should ask yourself too if you’re starting out in business.

These descriptive words that you come up with are your brand words, and they should be considered in every aspect of your business.

It is key to producing a brand that is aligned and has a clear focus.

Both the visual identity, ie the logo and web design, and the voice you use on social media and blog posts, should be in keeping with each other.

For example; if my words were masculine, minimal, serious, then my brand would come across confused if I were to post lots of funny gifs on social media, or if my web design was brightly coloured with a lot of different elements to it.

That example is probably a bit extreme, but you get the gist.

Your brand words are there as a guide for you.

The InkSpike Studio words are bold, friendly and resourceful.

When creating content, I think of my words and ask myself,

“Is this bold, friendly and resourceful? ”

Your brand words

So now it’s your turn, grab a piece of paper and a pen and start jotting down some of the words that you would use to describe your brand.

Think about the service or product you are offering, how would you describe it?

What is the mood that is felt by the customer when they use your product or service?

What feelings would you like to convey with your brand?

Write down as many as you can think of. You can then whittle it down to your final words.

3-5 words are plenty.

Always keep these words front and centre when creating content, or designing for your business.

You will find that you produce a more streamlined experience for your potential clients, which in turn strengthens your voice, which can only be a good thing…right?!


I hope this has clarified the need for having a set of words for your business

If you have any ideas that have helped you, please let me know in the comments, I would love to hear your thoughts.


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