Gaggle versus Herd: Making your brand words speak volumes
I have to admit, I am a huge word nerd. I am not a professional writer, but I love a juicy word. I like the detail. I love the nuance that the carefully curated word can bring to writing. The shading. The emotion. The crispness. The precise mind picture it can provide.
Words have inherent character and it’s important to choose your little friends wisely. They are going to tell stories about your brand beyond the sum of their letters.
“The noisy gaggle entered the meeting room.” Whom are we talking about? What are we saying about them? Probably female. (Women are more likely to be social and chatty.) Gaggle connotes insignificance. I infer we aren’t talking about upper management.
“When the doors opened, the herd thundered in.” Same questions. Whom are we talking about? Males? Mostly. Type A personalities, assuredly. Are they taking it seriously? You betcha.
“The people came into the meeting room.” No personality. I infer nothing. I am not engaged.
You may be thinking, so what? Clinical is good. Well, not so much in brand messaging. Your words set the stage. They draw in or push away potential readers. And, that is a good thing. It is traffic control. You want to efficiently engage with potential customers and you don’t want to waste the time (and vice-versa) of those who are not the right customer for you. Here are some tips to help you choose your words wisely:
Be sure to curate your brand words effectively to evoke the experience of your brand. Don’t just follow the herd…or the gaggle.
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