Shaping Your Image With The Right Words
Posted by: Paul Koch
Let’s have a word about words. Like design, the copy elements within your communications deserve careful consideration when it comes to your brand.
Of course words and phrases are what you use to convey a message, but precisely how these words are crafted and incorporated within a design makes a difference in not just how well your message is communicated, but how effectively your image is established with your audience.
When it comes to building your brand image, there’s an art to how you tell your story and how the words are presented. It’s part of the reason designers heroically agonize over countless type styles, for example. Even something as subtle as the way the words fall on a page makes an impact.
It all works together.
Want proof? Recall some of our industry’s classic campaigns and you’ll see words and design working together for maximum impact and image building. For example, Nike’s enduring “Just Do It” campaign – three words, bold type and a simple logo element combined to make a strong statement. Then there’s Doyle Dane Bernbach’s classic Volkswagen “Lemon” print ad – clean, confident design and ironic wordplay getting your attention and drawing you in.
The big picture.
To bring continuity to your brand image, it’s important to look not only at the big picture, but also cast a critical eye on the details, verifying that both the written word and design elements work together to create a powerful and consistent message.
That’s why I suggest making a strategic assessment of your brand messages on a regular basis. Because, like design, our language is continually evolving. Words come and go. Meanings mutate. Rules of punctuation and style change. And unless you’re selling retro scooters, you don’t want your copy to give the impression your business is living in another decade.
So, as you’re managing your brand communications and occasionally refreshing your image with strategic design, be sure to carefully consider the copy elements within all your marketing materials, too.
