Your Language is Your Brand

A former client—now a dear friend—recently shared with me how she thinks about brands: “A brand starts as an idea, an emotion, a mission. You develop a lexicon and words, identity, and voice. Finally, you send it out in the world to do its work, and that work is done by people who often have differing ideas, interests, and practices.” Interesting idea, you might ask, and how do I do this?

Here’s a great example of what a creative-leaning company can do with a brand:

Wiz, the Israeli security firm (not a client), realized that even though the Israelis spoke English, they used so much slang that they lost much of their communication in translation. They created and shared a “Wizraeli” dictionary to bridge the cultural and language barriers between their team in Israel and colleagues in the U.S. Wizraeli isn't just a clever onboarding tool but also a powerful way to show up as a brand. It communicates that the company is transparent, inclusive, and has a sense of humor.