We’ve just found this great short video of Wolff Olins creative director Mike Benson explaining the importance of brand language. It’s well worth a look.

Mike Benson on brand language

As Mike says, successful brand language creates a conversation. That conversation breaks down into three steps.

  1. You tell people who you are and what you do.
  2. You say what's different about you, your brand personality.
  3. You get people to love your brand by telling memorable stories.

And if you're really lucky (or really good) people will spread those stories for you. In fact, Mike tells a lovely story at the end of the video to illustrate his point.

Nice one.

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