Using language to build your brand


Sofie Ford, Property Team

Using language to build your brand

Can you sum up your brand with a just few words? How many other companies would use the same ones? The words you choose to define what you do and your company’s brand, culture and values, leave lasting impressions. Getting the words right so as to create a distinct company profile is paramount to building your brand identity, distinguishing your company from competitors, and attracting the right audience.

Companies have long understood the importance of visuals. Branding, logos and website design are part of the foundations of any strong business, and for the property industry – particularly, the luxury sector – quality photography is key to marketing and selling homes.

But, visuals are only one piece of the puzzle; visual and verbal communication go hand-in-hand to establish a unique and consistent identity.

In the world of luxury property, how you talk about a home or development can determine the buyers it attracts and, even, its perceived value. More so than in other industries, in property, first impressions count and yet the language of luxury can be tricky to navigate. Luxury is a relative concept with constantly shifting definitions. When does prime become super-prime? What is the difference between prime, premium and luxury?

Moreover, in luxury copywriting, social sensitivities must also be considered. Many of the most luxurious new residences are described as “exclusive”, a term some may link to elitism. So, though you may consider your company to be inclusive and open-to-all, it is important to understand your audience and be sensitive to what language they find appealing and which words might offend.

Language moves on fast. The more we read the same words, the more these words lose their value and impact. Some of the most overused words in luxury property now include luxury, exclusive and trendy. 

So, how can we convey the quality and value of a home whilst also staying ahead of the word game?

  • Be genuine and stay true to your brand and values;
  • Communicate clearly with simple but engaging vocabulary that grabs your audience’s attention. It’s about the quality of your language, not how many superlatives you use;
  • Show character. A home is a personal purchase, so create an identity and a story through your language;
  • Consistency is key. We now communicate through a variety of platforms, from social media to advertising, from marketing brochures to press articles. The words you use and your tone of voice should remain consistent throughout.

This is not to say that ‘luxury’ and ‘boutique’ don’t have their place. These words can be impactful when used appropriately and, importantly, when the supporting imagery show them to be true. It’s only when words are used for the sake of convention that they fall flat.