{"id":2269,"date":"2022-01-17T01:49:06","date_gmt":"2022-01-17T06:49:06","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/01\/17\/brand-language-two-things-to-try-in-2022\/"},"modified":"2022-01-17T01:49:06","modified_gmt":"2022-01-17T06:49:06","slug":"brand-language-two-things-to-try-in-2022","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/brand-language-two-things-to-try-in-2022\/2269\/","title":{"rendered":"Brand Language: Two Things to Try in 2022"},"content":{"rendered":"\n

By Aidan Clifford, Creative Consultant, The Writer<\/em><\/p>\n\n\n\n\n

‘Words of the Year’ are a Distraction<\/strong><\/h2>\n

Allyship. Perseverance. Vax. Vaccine.<\/em> These words were recognised by the big dictionaries as saying something important about 2021. Collins\u2019 shortlist was particularly eclectic. It included NFT, cheugy, climate anxiety <\/em>and metaverse<\/em>. And Grammarly\u2019s extended to sayings like hybrid work<\/em> and the great resignation<\/em>.<\/p>\n\n\n\n\n\n

Can brands use these insights? Not really. Staying relevant isn\u2019t as easy as talking about non-fungible tokens <\/em>or filling your copy with Gen Z slang. To prepare for 2022, you have to look at the trends behind the words. And, taken together, the dictionaries’ lists describe a year of social protest and excessive screen-time.<\/p>\n\n\n\n\n\n\n\n

So, a question for anyone who works with brand language: how can you write for a reader who is, at the same time, pricked by their social conscience and pinged by their phone? These are our suggestions:<\/p>\n\n\n\n\n

1. Write for Everyone<\/strong><\/h2>\n

When millions of people take to the street, it tends to start a conversation. And brands are still grappling with the questions and objections raised during the summer of protest in 2020. While progressive brands like Ben & Jerry’s delivered impassioned statements about racial justice and white supremacy, others felt unable to cast stones.<\/p>\n\n\n\n\n\n

Since then, brands have had the time to act. They\u2019ve reviewed policies, overhauled hiring practices, and changed their approach to marketing. They\u2019re looking beyond preconceived notions about who might use their products to speak to a wider audience.<\/p>\n\n\n\n\n\n\n\n

Take Etsy as an example; their \u2018Gift Like You Mean It\u2019 campaign told the stories of people in minority groups to make a point about customising gifts to the individual.<\/p>\n\n\n\n\n\n\n\n

The stakes are high. Consumers are calling out organisations that aren\u2019t inclusive enough. A year ago, the UK government withdrew an ad after it went viral for being sexist. It encouraged people to stay home and save lives. But it illustrated this message with an image of women doing chores while a man relaxed on a sofa.<\/p>\n\n\n\n\n\n\n\n

So, if you write for a brand, remember you\u2019re writing for a broad audience of potential buyers. And show respect for your readers through the language you use. Here\u2019s how to make a start:<\/p>\n\n\n\n\n

Use Pronouns Properly<\/strong><\/h3>\n

When you\u2019re speaking in general terms, it\u2019s usually best to use they<\/em> and them<\/em> in your sentences. For example, you could write \u2018When an athlete laces up our trainers, he<\/em> will immediately feel the difference\u2019, but more people would identify with \u2018When an athlete laces up our trainers, they <\/em>will immediately feel the difference\u2019.<\/p>\n\n\n\n\n

Put People First (Most of the Time)<\/strong><\/h3>\n

People can\u2019t be reduced to our race, age, gender or sexuality, because they\u2019re all of those things at once \u2014 and more. So try to look beyond a single trait. And avoid labels like a dad<\/em> or an alcoholic<\/em>. Instead, think \u2018person first\u2019 and use phrases like a person with children<\/em> or a person with alcoholism<\/em>. (See how the person comes before the characteristic?) Now, there are exceptions to this rule. Many autistic people have chosen to call themselves just that \u2014 autistic people \u2014<\/em>\u00a0for example. So pay attention to how people describe themselves.<\/p>\n\n\n\n\n

Ditch Outdated Terms and Phrases<\/strong><\/h3>\n

Once you start interrogating your language, you\u2019ll be surprised at how many common expressions support problematic ideas. \u2018Who wears the trousers?\u2019, \u2018man up\u2019 or \u2018boys will be boys\u2019 uphold sexist stereotypes, for instance. Then there are terms that are simply misleading. Lunatic <\/em>shouldn\u2019t be used, because it comes from a time when people thought the phases of the moon affected mental health. When you learn a phrase is outdated or excludes people, our advice is simple: once you become aware, stop using it.<\/p>\n\n\n\n\n

2. Keep it Brief<\/h2>\n

Grammarly were on to something when they chose hybrid working <\/em>as a phrase that defined 2021. The daily traffic for video conferencing has quintupled<\/a> since the start of the pandemic. And that total includes calls for pub quizzes and murder mysteries as well as meetings about quarterly projections.<\/p>\n\n\n\n\n\n

The internet has been a precious source of education, entertainment and social contact through successive lockdowns. So it\u2019s no surprise that, for many of us, screentime has doubled<\/a>. But living online has had an unintended consequence: it\u2019s changing the way we read.<\/p>\n\n\n\n\n\n\n\n

Research by Ziming Lui from San Jose State University suggests skimming has become the norm.<\/a> Readers\u2019 eyes scan over text in F or Z patterns when it\u2019s presented on a screen. They take in the headline and flit over the first sentence of each paragraph, but generally they\u2019re browsing and word-spotting.<\/p>\n\n\n\n\n\n\n\n

Brands can\u2019t fight this change in behaviour, so they should facilitate it. If they want consumers\u2019 attention, they need to make their writing easy to scan. Here\u2019s our four digestible tips:<\/p>\n\n\n\n\n

    \n \t
  1. Keep your sentences below 20 words. <\/strong>Longer statements are harder to process.<\/li>\n \t
  2. Replace long words with shorter ones. <\/strong>Your writing will sound more conversational.<\/li>\n \t
  3. Use subheadings that summarise each section. <\/strong>Make sure even the laziest skimmer takes away the essential information you want to deliver.<\/li>\n \t
  4. Ask readers to do one thing — and one thing only. <\/strong>Don’t make them choose between many possible actions.<\/li>\n<\/ol>\n

    As a bonus, following these tips will also make your language more inclusive. Your writing will become accessible to people who speak English as a second language or who have a disability like dyslexia.<\/p>\n\n\n\n\n

    This Could be Your Year<\/strong><\/h2>\n

    Before you finish your list of New Year\u2019s resolutions, add a couple about brand language. Write in a way that\u2019s simple and inclusive \u2014 and rise to the challenges of 2022.<\/p>\n\n\n\n\n

    \n\n

    About the Author<\/strong><\/h3>\n

    Aidan hunts down arresting words and evocative phrases for brands and businesses. How? Scribbling on Post-its, mostly.<\/p>\n\n\n\n\n\n

    His career started at BT. As a founding member of their in-house creative team, he worked on whitepapers about cybersecurity, odes to key workers and ads for the national press.\u00a0You can still see his fingerprints on the company\u2019s purpose, strategy\u00a0and tone of voice. (And yes, he can still fix a router.)<\/p>\n\n\n\n\n\n\n\n

    Before he found copywriting, his heart belonged to internal communications. The profession gave him permission to play with ideas: throwing music festivals in call centres, hosting\u00a0radio shows for engineers, touring the country with a mannequin called Ian. Aidan’s\u00a0campaigns were as ambitious as they were effective.<\/p>\n\n\n\n\n\n\n\n

    Throw him a brief and he\u2019ll show you his favourite trick: turning the sticky notes on his desk into banknotes for your business.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Before you finish your list of New Year\u2019s resolutions, add a couple about brand language. Write in a way that\u2019s simple and inclusive \u2013 and rise to the challenges of 2022.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":2270,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-2269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"\nBrand Language: Two Things to Try in 2022 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/brand-language-two-things-to-try-in-2022\/2269\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Language: Two Things to Try in 2022\" \/>\n<meta property=\"og:description\" content=\"Before you finish your list of New Year\u2019s resolutions, add a couple about brand language. 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