There are certain words and terms that we at jdp purposefully avoid using. The word “brand” is one of them, and by extension, “brand voice”.

The changing definition of “brand”

In the past, a “brand” was simply the name of the product manufacturer. We say, for example, that Kellogs is a brand of cereal. Nothing wrong with that. But in recent years, the word has come to mean something a little more complex.

In marketing, the world of “branding” is about creating a face for your business. It’s the image you portray to your target audience. The problem is, this approach leads to inauthenticity.

“Brands” as we know them today, are fictional creations. They are the airbrushed face of the business superficially slapped over the top to make businesses more appealing to their target audience.

Branding smacks of inauthenticity

Is there anything more cringeworthy than hearing an influencer refer to their “personal brand”? Since when was a personal brand something separate from the person? It feels manipulative for someone to present one version of themselves to the public while living an entirely different existence. Your business is no different.

“Branding” might’ve been a good option for your business back when Instagram first started and everyone was shamelessly using heavy filters on their photos. But now people crave authenticity, it’s time to ditch terms like “brand voice” and “brand personality”.

Brands, your inauthenticity is showing

In his critically acclaimed Netflix special, Inside, Bo Burnham spoofs the culture of inauthenticity in branding. In the skit, Burnham plays a fictional “brand consultant”, advising brands to superficially support social change.

“The question isn’t what are you selling or what service are you providing the question is, what do you stand for. Who are you, Bagel Bites?” Burnham asks rhetorically. “The question is no longer, ‘Do you want to buy Wheat Thins?’ For example. The question is now, ‘Will you support Wheat Thins in the fight against Lyme disease?’”

Here Burnham highlights the complete dissociation between “brands” and their products and services. He parodies the way that brands cynically and superficially show support for a cause in order to increase brand awareness.

The jdp way

At jdp, we find the authentic voice of your business. The term “business language” is a reminder that the way you conduct business, your service and your products are precise what shape the way you interact and communicate with your customers.

Are you a practical, no-frills, no-fuss business? Then your communication will reflect that. Are you a home-grown business that goes above and beyond to serve your community? Then you’re already speaking to your customers in a particular way, even if you don’t realize it yet.

Unlike a “brand voice”, a “business language” isn’t something we create or artificially manufacture. It’s something that already exists in the way you currently operate. It’s just a matter of reflecting it, clearly defining it, and working it into your process to ensure it is consistent across all your channels of communication.

Finding your business language

At jdp, we don’t deal with superficiality. We fully investigate your business to understand how you currently operate, we identify your strengths and challenges, and we view your entire business holistically.

Your target customers are, of course, a major inspiration in developing your business language, but there’s no use in developing a business language that is inconsistent with how you operate.

Instead, we work on businesses from the inside out. We identify your greatest potential and capitalize on it for your business.

To find your authentic business language, the first step is to get in touch for a free 15-minute consultation. We’ll see you there.