Language is a living force
Steven Klein's "The Total Lady" for Vogue Italy
“Language is a living force, an inhabitable space, a space for encounter.” -Renee Gladman
In a world where so much has become automated, how do we maintain our grasp on humanness? The value of aliveness, uniqueness is indisputable. It’s integral to individual identity and intrinsic to brand identity.
Language creates live, ownable space for brands; porous, responsive, agile atmospheres primed for community and connection. A space for encounter. Authentic messaging facilitates intelligent connections between people and experiences that stand the test of time, competitors, and the deadening interactions of an automated world.
Your audience is smart. Automating your brand identity, voice, or messaging will result in the loss of meaning. So how, when everything is changing so fast, can you maintain your brand’s grasp on humanness?
First, be human. Write like a person talks. Center your audience’s desires, interests, and aspirations in your messaging strategy.
Next, be savvy. Show your audience you’re truly listening to them. When you tell stories in email or on social, contextualize the problems you solve within real-life circumstances. Talk to your audience. Ask pointed questions that pull you in deeper, beyond the surface. Audit and interrogate your communication to ensure it’s real, original, and agile.
Finally, be soulful. Engage with your audience in a connected and empathetic way. Listen actively, be responsive and truthful. Express your brand through human thoughts and feelings with a pulse and perspective others can’t claim.
Is your brand using language to craft active, living, ownably unique spaces for encounter? If not, we’d love to help.