As branding continues to evolve in response to changing consumer expectations, cultural shifts, and technological advancements, it raises a question: Is it time to rethink the lexicon of branding?
I was with a friend, and she asked me to take a picture of her with the seals in the ocean as a background. She stood. I held her phone with care and looked at her. She was blending in with the background, so I said, “Move more downstage,” meaning come closer to me. She stared at me as if I were insane. Which I am, but that wasn’t the problem; the problem was I wasn’t speaking in a language she understood.
We all have languages we speak that others might not understand. This isn’t just at work. In my life, I use the word 'Moo' with my friend Heather. We say moo as a good morning. We call each other moo. The word is a noun and a verb, and we get it. In fact, I was with her a few weeks ago, and I was buying a shirt because I was going somewhere formal, and my wardrobe makes me look like I just stepped off the train from Slobovia. So, she was there to keep me on track. At one point, I was standing with a clerk, and Heather stepped up with a shirt. She said, “Moo, try this one. I think it will look good on you.” As I dipped into the dressing room, I heard the clerk, semi sotto voce, say to Heather, “Did … did you just call him a cow?” We laughed about it later.
If you work in the theater, you know what upstage and downstage mean. You know that stage left and stage right are from the actor’s POV. If you work in construction, you know what a pour is. And if you’re a doctor, you know a ton of Latin and lots of medical terms. In your homes, you have words for events that happened in the life of your family; you have shorthand that your family understands but will sound foreign to others.
Every job, person, and family has their own language.
Branding operates in a similar way. Whether you’re talking about "brand equity," "touchpoints," or "customer journey," these words are more than just jargon—they help shape how businesses tell their stories and connect with consumers.
However, just as in acting, language sometimes needs to evolve. As branding continues to evolve in response to changing consumer expectations, cultural shifts, and technological advancements, it raises a question: Is it time to rethink the lexicon of branding? Are the words we've used for years still resonating, or are they simply buzzwords that no longer carry the weight they once did?
Let’s explore the language of branding, what’s working, what’s not, and whether it’s time for a new way of speaking.
Common Branding Terminology: The Language We Know
When we talk about branding, there are certain words that have become part of the industry's core vocabulary—terms like "brand equity," "value proposition," "brand persona," and "customer journey." These words are used so often, they can start to feel like second nature. They help us define a brand's presence, how it interacts with its audience, and how it differentiates itself in the marketplace. But do they still hold the same weight they once did?
Let’s break these terms down a bit more:
Brand Equity
Brand equity refers to the intangible value a brand holds in the eyes of consumers. It’s about the emotional resonance, trust, and loyalty a brand builds over time. Think of it as the goodwill a company has earned from positive experiences, word-of-mouth, and customer satisfaction. The problem is that brand equity is often over-simplified to mean “brand recognition,” but true brand equity goes beyond that. It’s about building a deep, authentic connection. For example, when people think of Coca-Cola, they don’t just see a soda—they see a symbol of happiness, tradition, and togetherness. But here’s the kicker: In today’s fast-paced world, where consumer preferences can change in the blink of an eye, can brand equity still be built in the same way? Or does it need a modern update?
Value Proposition
The value proposition is essentially the “why” behind a brand. Why should consumers choose your product or service over another? It’s your promise to deliver a solution to their problems or fulfill their needs. However, in an age where competition is fierce and consumers are constantly bombarded with options, a traditional value proposition might not have the same impact it used to. “Best quality at the best price” isn’t enough anymore. Today’s consumers are looking for deeper connections—authenticity, sustainability, and ethical practices are becoming just as important as the product itself. So, has the value proposition evolved enough to reflect these shifting priorities?
Brand Persona
Brand persona is what gives a brand its personality. It’s a crucial concept that shapes how a brand communicates with its audience. Think of brand persona as the humanization of a brand—it’s how the brand “speaks,” whether it’s witty like Wendy’s, empowering like Nike, or friendly and approachable like Starbucks. But as branding evolves in a more digital and diverse space, brands are being pushed to rethink their personas. It’s not just about having a “fun” persona or a “serious” one anymore—today, a brand’s persona needs to reflect real values and emotional intelligence. Are brands doing enough to show vulnerability and humanize themselves beyond the usual tropes?
Customer Journey
The customer journey is a framework for understanding how consumers interact with a brand at different stages—from awareness and consideration to purchase and loyalty. It’s crucial because it provides insight into how brands should engage with customers throughout their relationship. But in a world of rapid innovation, where the lines between online and offline blur, does the traditional customer journey still apply? What happens when a brand’s journey is no longer linear, and consumers make decisions in a fragmented, non-sequential way? The traditional “awareness-to-purchase” model doesn’t seem as effective in today’s world of micro-moments and omni-channel experiences. Brands must now focus on creating meaningful, personalized touchpoints that enhance the entire experience.
As we dive into these concepts, it’s clear that while these terms have been foundational, their meanings are becoming more nuanced, and their effectiveness is being questioned. They were once the building blocks of any branding strategy, but now, with shifting consumer expectations, these terms are in danger of sounding more like buzzwords than powerful touchstones for brand identity. It’s time to ask: Are these old standbys still cutting it, or are we long overdue for a refresh?
The Limitations of Existing Terms: Buzzwords or Power Words?
As much as branding relies on specific terminology, there’s a growing sense that some of the most commonly used words are starting to lose their punch. Terms like “authenticity,” “engagement,” and “innovation” have been so widely used in marketing that they can sometimes feel like empty buzzwords rather than powerful, meaningful concepts. The problem is not just that these words have become overused—it’s that they no longer carry the same weight with consumers.
Authenticity
Take “authenticity,” for example. At its core, authenticity means being genuine, transparent, and true to one’s values. It’s a powerful term that brands have used to connect with consumers who are increasingly seeking honesty in their relationships with companies. However, as more and more brands jump on the authenticity bandwagon, the term risks losing its impact. Today, “authenticity” can often feel like a marketing tactic rather than a real commitment to truthfulness. Think of how many brands claim to be “authentic” or “real” in their messaging, yet consumers may still question their practices—whether it’s through poor labor conditions, misleading sustainability claims, or failing to live up to promises. When every brand is calling itself authentic, how do consumers know who’s really genuine?
Engagement
Similarly, the word “engagement” has become a hallmark of digital marketing. Companies use engagement to measure how well they’re connecting with their audiences on social media or through other online channels. It sounds like a positive thing, but the issue lies in how engagement is often defined. Engagement can be as simple as a like, a comment, or a share. But does that really reflect a meaningful connection with the brand? Engagement, while useful as a metric, has become synonymous with superficial interactions. It’s not enough to simply get people to click, comment, or like. In today’s world, true engagement needs to go deeper—it needs to be about creating real, lasting relationships with consumers, not just collecting data or getting quick reactions.
Innovation
And then there’s “innovation,” a word that’s often tossed around to describe anything new, different, or disruptive. Innovation has long been considered the cornerstone of progress in branding—particularly in industries like tech, fashion, and design. However, the sheer frequency with which it’s used makes it harder for brands to stand out with the term. After all, what truly qualifies as innovation? Is it enough to launch a new product or service, or does innovation require a deeper, more transformative shift in how we think about a brand or its industry? Many brands today have become so fixated on appearing innovative that the term no longer feels groundbreaking. Instead, it has become a buzzword used to simply describe anything that’s new, without much substance to back it up.
In a world where consumers are more discerning and have access to vast amounts of information, buzzwords like these are becoming increasingly ineffective. They may have been meaningful once, but their overuse and superficial application have diluted their value. In many cases, these terms are no longer power words that evoke trust or inspiration; instead, they’re starting to feel like marketing fluff that gets tossed around without real substance.
So, what does this mean for brands? Are we just stuck with these overused terms, or is it time for brands to rethink their language to create deeper, more meaningful connections?
The Need for a New Lexicon: Is it Time for a Change?
If the language of branding is becoming saturated with overused buzzwords, the logical question is: Can we create a new lexicon? Is it time for brands to refresh the language they use to better reflect modern values, emerging trends, and evolving consumer expectations?
In the past, branding language was more rigid, rooted in traditional concepts that were easy to understand and apply. Words like “brand recognition” and “customer loyalty” worked because they were simple and straightforward. But in today’s world, where the pace of change is accelerating and consumer behavior is unpredictable, these words don’t always capture the complexity or nuance that a brand must communicate.
The Modern Consumer
The modern consumer is a far cry from the one of even a decade ago. They’re informed, empowered, and ever-changing. Consumers now demand more than just good products—they want transparency, sustainability, and an authentic connection with the brands they support. As a result, the language brands use to communicate with these consumers must be more flexible, more adaptive, and more aligned with the values that matter most to them.
It’s no longer enough to simply talk about “engagement” or “authenticity” and expect consumers to buy into it. Today’s audience wants brands to demonstrate these qualities, not just say they have them. A new lexicon needs to focus on the deeper emotional connections that today’s consumers crave. Think about terms like “empathy,” “responsibility,” “purpose,” and “humanity”—words that resonate on a deeper level and reflect the modern world’s evolving standards.
The Role of Technology
Technology is also reshaping the branding lexicon. Terms like “omnichannel” and “micro-moments” are becoming more common, as brands seek to engage with customers across multiple platforms and touchpoints. But as brands increasingly rely on technology, new terms will need to emerge to better reflect the intersection of humanity and innovation. For instance, “personalization” is quickly becoming a buzzword, but brands may need to go beyond personalized content and explore language that captures the experience of a truly tailored, individual connection with each customer.
The rise of AI and machine learning also demands a shift in branding language. Words like “automation,” “predictive analytics,” and “data-driven decision-making” are already entering the branding world, but these terms need to be humanized. The new lexicon could focus more on how these technologies enhance the consumer experience—terms that speak to the human side of technology, not just the technical jargon.
A New Kind of Storytelling
Branding is, at its heart, about storytelling. The old lexicon—rooted in market share and product benefits—has given way to a more narrative-driven approach, where brands tell stories to foster deeper connections. But if branding language is evolving into something more personalized and human-centered, then the language of storytelling itself will need to evolve as well. Phrases like “brand story” or “brand identity” are fine, but they may not fully capture the richness of what modern consumers want from the brands they engage with. A new lexicon could introduce terms that better reflect the complex, multifaceted relationship brands have with their customers today.
A new lexicon isn’t just a luxury for brands; it’s becoming a necessity. To build trust, foster loyalty, and create meaningful connections, brands will need to communicate in ways that speak to the values and expectations of today’s consumers. The question is: Will the branding world rise to the challenge and refresh its language, or will it continue to rely on outdated terms that no longer have the same resonance?
The Power of Storytelling: The Actor’s Approach to Brand Narratives
At its core, branding is all about storytelling. It’s the way a brand communicates its identity, values, and mission to the world. Just like in the theatre, where every actor steps into a role and brings a character to life through dialogue, brands step into a narrative that reflects who they are, what they stand for, and how they engage with their audience.
But the language of storytelling in branding is shifting, and with that, the way we craft and share these stories must evolve.
What is Storytelling in Branding?
Storytelling in branding goes beyond simply communicating facts about a product or service. It's about weaving a narrative that resonates with consumers on an emotional level. Brands create stories around their products, their values, and the experiences they offer to help consumers connect on a deeper, more human level. Take Apple, for instance. Their brand story isn't just about selling gadgets—it’s about empowerment, simplicity, and changing the world through technology. It’s the narrative that the company crafts with every product launch, every marketing campaign, and every piece of content they produce. This storytelling approach makes Apple’s brand feel like more than just a product; it feels like a movement, a community of like-minded individuals who believe in innovation and simplicity.
Why Storytelling Matters
In today’s crowded marketplace, consumers are no longer just looking for products—they’re looking for experiences. They want to be part of a larger story, to align themselves with brands that share their values and beliefs. Storytelling helps brands communicate these values in a way that resonates with their audience and builds trust. A well-told brand story can create loyalty, influence purchasing decisions, and make a brand more memorable. Without a clear, compelling narrative, even the best products can fall flat in an oversaturated market.
Storytelling is also incredibly effective in the digital age. With social media, content marketing, and influencer partnerships, brands can craft stories that evolve over time, interacting with their audiences in real-time. Brands now have the power to shape their stories through user-generated content, reviews, and even social causes they choose to champion. The key is consistency—every touchpoint must reflect the same brand narrative. For example, Nike’s “Just Do It” campaign isn’t just about selling athletic wear; it’s about empowering individuals to break barriers, push boundaries, and take action. That message runs through everything Nike does, from their product designs to their athlete partnerships and social media presence.
The Changing Language of Storytelling
However, as branding and consumer expectations evolve, so must the language brands use in their storytelling. Today’s consumers want to engage with brands that feel authentic, relatable, and transparent. Words like "empowerment," "purpose," and "community" have become increasingly important in brand narratives, reflecting the cultural shift toward social responsibility and connection.
Take Dove, for example. Their "Real Beauty" campaign tells a story that goes beyond just promoting beauty products—it tells the story of self-love, diversity, and breaking beauty standards. It’s not just about selling soap and shampoo; it’s about creating a movement that empowers women to embrace their unique beauty. Dove has become a prime example of how brands can use storytelling to drive a larger conversation and make an impact beyond their products.
The Need for a New Storytelling Lexicon
As we look toward the future, the way brands use storytelling will need to shift. Just as we’re rethinking the language used in branding, we must also rethink how we tell stories. Traditional storytelling tropes may no longer resonate with modern consumers who crave authenticity and emotional connection. As new technologies like virtual reality and artificial intelligence offer fresh ways to tell stories, brands will need to adapt their narratives to keep pace with these innovations.
At the heart of it, storytelling in branding is about creating a dialogue—one that’s authentic, human, and true to the brand’s core values. The language brands use to tell their stories may evolve, but the goal remains the same: to connect with consumers in a way that feels genuine, personal, and powerful.
Examples of Brands Redefining the Lexicon
As the language of branding evolves, there are a few brands that have led the charge in rethinking how they communicate and what language they use. By breaking away from the old lexicon, they’ve managed to create more authentic, engaging, and relevant brand stories. Let’s look at a few examples of brands that have redefined the lexicon, either by pushing boundaries or simply embracing a more human-centered approach to language.
Apple: Simplicity as a Storytelling Tool
Apple is the epitome of brand storytelling done right. From their iconic products to their minimalist designs and consistent messaging, Apple has redefined the language of branding. The brand's lexicon is clear, simple, and aspirational. The words Apple uses—like “innovation,” “simplicity,” and “empowerment”—reflect its goal of making complex technology accessible to everyone. Their use of language transcends just describing a product; it’s about creating a lifestyle, an experience, and an identity that people can relate to. The brand’s approach is less about technical jargon and more about how their products can improve people’s lives. Apple doesn’t just sell phones; it sells a vision of the future.
Nike: Empowerment Through Action
Nike’s "Just Do It" slogan is one of the most recognized phrases in the world, but it’s not just a catchy tagline. It’s part of a larger brand story that reflects values of perseverance, empowerment, and resilience. Nike has consistently redefined how sports and athletic wear are marketed by focusing on inspiration rather than just product features. Words like “courage,” “strength,” and “belief” are woven into their messaging, reflecting the emotional journey athletes face in their pursuit of greatness. This redefined lexicon appeals to consumers on a deeper level—it's about breaking personal barriers, not just about performance gear.
Dove: Challenging Beauty Standards
Dove’s “Real Beauty” campaign challenged the beauty industry’s traditional standards of perfection by using diverse, real women in their ads. The language Dove uses in their branding is centered on empowerment, self-esteem, and natural beauty. Dove doesn’t just sell soap; it sells a message that promotes inclusivity and authenticity. Their shift in branding language has resonated with consumers who are looking for a brand that reflects their values of body positivity and self-acceptance. By pushing back against the beauty industry's unrealistic standards, Dove has carved out a unique space where its brand speaks to larger cultural conversations.
Glossier: Conversational Branding
Glossier, the direct-to-consumer beauty brand, has taken a more intimate, conversational approach to branding. Rather than using traditional, polished marketing language, Glossier speaks to its customers in a way that feels personal and relatable. The brand’s tone is fun, informal, and customer-centric, with a focus on community-driven product development and feedback. Glossier’s language reflects a shift away from traditional beauty industry norms, offering a more inclusive and approachable dialogue. They have made their customers feel like they’re part of a brand conversation, turning what could be a transactional experience into a deeper, more meaningful connection.
Airbnb: Belonging Over Travel
Airbnb’s shift from "just a place to stay" to "a place where you belong" is a perfect example of how the language of a brand can evolve to create more emotional resonance. The company redefined what it means to travel by focusing not just on accommodation but on the idea of creating meaningful experiences. Words like “belonging,” “community,” and “connection” have become core elements of their branding. Airbnb’s lexicon emphasizes inclusivity and human connection over simply offering a service, allowing the brand to speak to a larger cultural desire for deeper, more personal travel experiences.
These brands have successfully redefined the branding lexicon by focusing on language that connects with consumers on an emotional level. Instead of relying on traditional, impersonal terminology, they’ve adopted language that speaks to their audience’s values, aspirations, and identity. By doing so, they’ve built stronger, more authentic relationships and set themselves apart in their industries.
The Future of Branding Language
As branding continues to evolve, so too must the language we use. The days of relying on buzzwords and stale terminology are numbered. To stay relevant in an ever-changing market, brands must not only adopt a new lexicon but also embrace a more authentic, human-centered approach to communication.
A Shift Toward Authenticity and Empathy
In the future, we’ll likely see branding language shift even further toward authenticity and empathy. Consumers are increasingly seeking out brands that understand their needs and share their values. Language that feels canned or insincere will fall flat. Instead, brands will need to speak in a way that reflects vulnerability, transparency, and human connection. Words like “trust,” “honesty,” and “care” will become even more integral to how brands communicate, as consumers expect more than just products—they expect relationships.
The Role of Technology
As technology continues to advance, so will the way we use language in branding. Artificial intelligence, chatbots, and personalization are already playing a big role in how brands communicate with their customers. But these technologies are evolving too. In the future, we might see more interactive, real-time conversations where brands speak directly to consumers in more intuitive, engaging ways. Natural language processing (NLP) could allow brands to connect with consumers in even more personalized, human-like ways, making their messages feel less transactional and more like real conversations.
A New Kind of Brand Storytelling
Storytelling isn’t going anywhere—in fact, it’s only going to become more crucial. But the way we tell those stories will continue to shift. Brands will no longer be able to rely on the traditional “hero’s journey” model, as consumers demand more complex, multifaceted narratives. The future of brand storytelling will be about creating deeper connections—stories that are shaped by real-time feedback, consumer experiences, and social impact. Brands will need to move beyond the typical advertising tropes and engage in more meaningful, dynamic conversations that reflect the evolving nature of their relationships with consumers.
Creating Meaningful Connections
Ultimately, the future of branding language will be about creating more meaningful connections with consumers. This means embracing terms and narratives that are aligned with social change, environmental impact, and cultural relevance. Brands will need to speak not only to the desires of their audience but also to their sense of purpose in the world. “Sustainability,” “impact,” and “social responsibility” will likely become even more important components of branding language, as consumers increasingly demand that the brands they support stand for something greater than just making a profit.
As we move forward into this new era of branding, language will be one of the most powerful tools for building trust, loyalty, and connection. The brands that succeed will be those that understand the value of evolving their language and ensuring it aligns with the values and expectations of the modern consumer. The future of branding language is not just about what we say—it’s about how we make people feel, how we bring them into the conversation, and how we create stories that resonate on a deeper, more human level.
Summing Up: A New Lexicon for a New Era
Branding, at its core, is all about connection. The language brands use shapes how they communicate, how they engage, and ultimately how they build trust with their audiences. But as the world around us evolves—socially, culturally, and technologically—the language of branding must evolve too.
We’ve seen how traditional terms like “authenticity,” “engagement,” and “innovation” have become overused and diluted over time. While these terms once carried weight, they no longer resonate as deeply with today’s discerning consumers. In an era where transparency, empathy, and purpose are more valued than ever, the language of branding must reflect these shifts.
Brands that have successfully redefined their lexicon—like Apple, Nike, Dove, and Glossier—have done so by embracing authenticity, creating meaningful narratives, and speaking in a way that aligns with the values of their consumers. These brands have learned that it’s not enough to just communicate a product or service; it’s about telling a story that connects on an emotional level, one that reflects who they truly are and what they stand for.
At ThoughtLab, we believe in the power of language to shape a brand’s future. Just as we work behind the scenes to craft clear, compelling brand stories for our clients, we understand that a refreshed lexicon can help brands create stronger connections and navigate today’s ever-changing market with confidence.
As we look to the future, the language of branding will continue to evolve. Brands will need to embrace a new lexicon—one that speaks to the values of authenticity, empathy, and social responsibility. Storytelling will remain at the heart of branding, but the way brands tell their stories will need to become more human-centered, more interactive, and more dynamic. The language of branding will no longer be about buzzwords; it will be about creating real, lasting connections.
So, is it time for a new branding lexicon? The answer is yes. The language we use shapes how brands are perceived, and to stay relevant, brands must evolve their language just as their audiences evolve. By embracing new terms and a fresh approach to storytelling, brands can build stronger relationships and navigate the future with confidence.
