The dos and don’ts of using slang and colloquialisms in your brand voice
In today's fast-paced digital world, businesses need to be more creative than ever in order to capture and retain the attention of their target audience. With so much content being created and shared every day, it can be difficult to stand out from the crowd and make a lasting impression.
Many companies have turned to using slang and colloquialisms in their brand voice as a way to connect with consumers in a more informal and relatable way. While this approach can be effective if done correctly, there are also plenty of pitfalls to avoid. In this article, we will explore the dos and don'ts of using slang and colloquialisms in your brand voice.
The Dos
1. Know your target audience
One of the most important things to consider when using slang and colloquialisms in your brand voice is your target audience. Who are you trying to reach, and what kind of language do they use and respond to? If you're targeting a younger demographic, for example, using phrases like "lit" or "gonna" might resonate with them more than more formal language. However, if your audience is older or more conservative, using slang could fall flat or even come across as unprofessional.
2. Keep it authentic
One of the biggest dangers of using slang and colloquialisms is coming across as inauthentic or trying too hard to be trendy. If you're not comfortable with using a particular phrase or slang word, it's better to avoid it altogether than to force it into your brand voice. Additionally, make sure that the tone and language of your brand voice are consistent across all channels, from social media to your website and marketing materials.
3. Use it sparingly
While using slang and colloquialisms can be a great way to inject personality into your brand voice, it's important not to overdo it. If you use too much slang, your messaging can become difficult to understand and even feel alienating to some of your audience. Instead, focus on using selective phrases or words that will have the most impact and be easily understood by your target audience.
4. Monitor feedback
As with any marketing strategy, it's important to monitor feedback and engagement when using slang and colloquialisms in your brand voice. Pay attention to how your audience responds, both positively and negatively, and adjust your approach accordingly. Additionally, be open to feedback and criticism from your audience, and incorporate it into your brand voice as needed.
The Don'ts
1. Use offensive or inappropriate language
This should go without saying, but using offensive or inappropriate language in your brand voice is a surefire way to turn off your audience and damage your reputation. Avoid anything that could be considered derogatory, racist, sexist, or homophobic, and be mindful of cultural sensitivities when creating your messaging.
2. Sacrifice clarity for style
While using slang and colloquialisms can be a great way to inject personality into your brand voice, it's important not to sacrifice clarity in the process. Make sure that your messaging is still easy to understand, even if you're using more informal language. Avoid using overly complicated or obscure slang words that might go over your audience's heads.
3. Ignore brand guidelines
Using slang and colloquialisms should be done in the context of your brand voice and guidelines. If your brand voice is more formal or professional, using slang could feel out of place and undermine your overall messaging. Make sure that any use of slang or colloquialisms is in line with your brand guidelines and tone.
4. Overcomplicate your message
Finally, it's important to remember that your brand voice should ultimately serve the purpose of communicating your message clearly and effectively. While using slang and colloquialisms can be a great way to connect with your audience on a more personal level, it shouldn't be at the expense of communicating your message clearly. Make sure that any use of slang or colloquialisms is adding value to your message, rather than detracting from it.
In conclusion, using slang and colloquialisms in your brand voice can be a powerful tool for connecting with your audience in a more informal and relatable way. However, it's important to be mindful of your audience, keep your messaging authentic and consistent, and avoid any inappropriate or offensive language. By following these dos and don'ts, you can create a brand voice that resonates with your audience and helps your business stand out from the crowd.