A version of this article was originally seen on MediaPost.
They say language is a window into different worlds – it is a reflection of ourselves, cultures, perspectives, traditions, norms, and relationships. It is a tool we use to understand one another, even if we aren’t always consciously thinking about the words we exchange with people each and every day.
But in my role as Head of Content for Dynamic Yield, it is my job to constantly think about and carefully dissect exactly how a business communicates. I recognize the power language wields in shaping the way individuals, industries, and even societies perceive a brand. This makes the work I do with words both incredibly terrifying, while also truly rewarding – I know, call me an adrenaline junky.
Recently, I had the pleasure of evaluating, re-defining, documenting, and disseminating a whole new set of guidelines constituting how the company talks about itself as well as its products and services. As part of a nearly year-long rebranding project, this linguistic identity would become the crux of major design decisions, make its way across all of our digital properties, pour into various areas of the business, and even help reshape the company culture.
Now, a few months into our new brand, I thought I’d share my experience and some of the impressive results we’ve seen already. There were various levers that needed to be pulled, so I’m hoping this post acts as a reminder of just how powerful language can actually be when it comes to marketing – both internally and externally.
We rolled out a style guide
A style guide encapsulates many different components, each integral to ensuring consistency and cohesion. Without it, each individual becomes the purveyor of the brand, making decisions based on personal judgment about how it sounds. The purpose of an effective style guide is to weed out all of the undesired tendencies in communication and plant better habits.
Find Dynamic Yield’s complete style guide, here.
Grammar, punctuation & formatting
What you might consider the boring stuff, on a very basic level, these act as rules for an organization to live by and needed to be outlined before anything else. Personally, what I found most interesting in thinking about all of this, is how much of what I learned in college has gone out the window since working in digital marketing.
In our world, it’s not strictly APA, MLA, or Chicago style anymore (and it hasn’t been for a long time, *sigh*). It’s a mixture of everything – we adopt ways of writing from a variety of sources, much of which is influenced by other online publications and outlets. Because people don’t consume content on the web like your college professors preferred your essays.
That’s why if you want to stand out from the crowd (or simply fit in, whatever your prerogative), you need to establish what style you subscribe to. Doing so is directly tied to the experience your audience has with your content.
At Dynamic Yield, we…
✎ Place periods within quotations if used at the end of a sentence.
✎ Use the Oxford (or serial) comma as the final comma in a list of things.
✎ Rely on a colon (rather than an ellipsis, em dash, or comma) to offset a list.
✎ Sparingly adopt the ellipses to indicate we’re about to finish a thought, not for drama.
✎ Hardly introduce exclamation points, and never more than one at a time.
✎ Opt for an em dash (—) as opposed to the semicolon.
Voice & tone
This is the essence of who a brand is through written word, and is one of the hardest pieces to iron out. It must incorporate both the characteristics which make up an overarching personality, one that remains consistent throughout communication, as well as elements of voice that should fluctuate according to context and situation.
So, how on earth does one determine who they are and what to convey to those who interact with them? It can be a pretty subjective process, but in order to avoid any superfluous versions of your voice and tone, it’s critical to exercise due diligence.
Answering questions such as these involves a deep level of assessment. I liken it to scanning the room in a social situation – who would you most enjoy entertaining a conversation with and who would you want to avoid? Obviously, our job as marketers is to, dun dun dun, market ourselves, so there will always be an element of self-promotion and persuasion, but an important realization to make is that the person on the other end of our messages literally doesn’t owe us anything.
What you say and how you say it, therefore, should largely stem from the audience you’re ultimately engaging with.
Here are a few traits we ensure make its way into our communication:
A person with professionalism
Addresses others as a well-respected colleague or friend, engaging in natural conversation while speaking with competence on any given topic or subject at hand.
Leads with positivity
Always attempts to embrace positive rather than negative language, avoiding words like “can’t,” “don’t,” “never,” etc. that are not constructive or conducive to conversation.
Helpful but straightforward
Efforts to connect are purposeful, offering actual value while cutting out the clutter so the recipient doesn’t need to work hard to get to the point of what is actually trying to be said.
Achieves credibility with quality
Acts as a source for guidance by sharing information of the highest quality – it’s dependable and reliable, so much so that others can take it at face value.
We reinforced it in our company values
The systems of belief that permeate throughout an organization are often implicit – attitudes, behaviors, and mindsets cultivated by management, processes, environment, goals, expectations and, dare I say… language.
But when you want to change how a company uses language, those belief systems need to become tangible and explicit. A great way to accomplish that is by creating or updating your brand’s deck or handbook on culture. On every page or slide lies an opportunity to not only implement and reinforce a fresh style of communication but also renew the values which matter most to the brand itself.
An asset such as this has the potential to touch and influence so many individuals – it instills a sense of meaning for current employees, assists in orienting new hires, aids in the decision making process during recruitment, and distinguishes a brand from its competitors while prospecting. The impact of your new linguistic identity, compounding.
Dynamic Yield is…
Dynamic
We practice what we preach and value versatile experiences. We don’t believe how we communicate has to be static – we’re a team of global individuals serving companies with unique needs in a rapidly evolving field. And for us, personalization is the universal language binding everything we create together.
Data-Driven
Our personalization platform thrives on data in order to deliver the most personalized experiences possible and so do we. The proof is in the pudding and we use it to drive all of our initiatives, from the features we provide to content you experience on our site, and even how we nurture relationships with our customers.
Purposeful
Personalization may be trending, but for us, it’s more than just a phase. Customer experience is forever, and that’s why our contribution to the space has to be meaningful, speak to the times, and add value in a burgeoning field. In everything we do, all of the resources we develop, our work is well-researched, vetted by experts, and created with purpose.
We implemented it across properties
It’s one thing to document a style guide and revise the company culture deck, but an entirely different beast to roll out that language across web, social, email, and more. There is a lot of text to replace in all of those different locations, let me tell you.
But whatever work is completed up until this point is rendered useless unless all public facing properties align with the new set of guidelines put in place. This is where your brand’s story comes to life – each channel, an outlet for individuals who wish to learn more about you, go to understand and get to you know you. And with limited attention spans and constant distractions, experiences like this are all happening very quickly, and often in fragments, meaning the information in front of them being processed at any given moment is so important.
To ensure the first impressions and ongoing associations made with your brand are positive ones, each word has to count.
We localized everything possible
Businesses are increasingly selling into global markets, employing local representatives, and opening regional offices to serve the unique needs of the customers who operate there. For these teams, success heavily relies on access to properly translated brand messaging.
A task that requires language be flexible enough to reflect the patterns and elements used in various parts of the world – and that there’s enough of it. One-off pieces of collateral here and there are simply not enough to establish thought leadership, increase brand awareness, and nurture relationships.
The diversification of language in and of itself communicates a sense of understanding, empathy, and appreciation for different cultures and communities. Versioning your website and content into French, German, Russian, Spanish, and so on ensures those who may not speak your native tongue fluently are able to gain pertinent information about your brand and interpret you as you want them to.
We have site versions in Russian, German, French, and Spanish
We felt the tenacity of our words
More than the great sense of pride this project has instilled, both for myself as well as the larger company, we’ve been experiencing uplifts in the key metrics used to measure performance on our site such as:
✎ Average session duration
✎ Session per user
✎ Average pages per session
✎ Demo request rate
✎ Overall conversion rate
✎ Number of returning visitors
People from the different geographies we serve are spending time more with us, engaging with more of our content, requesting to speak with us on a more frequent basis, and are even coming back to the site more often.
Of course, I can’t attribute 100% of the improvements we’ve seen to the investment made in language, but I am hopeful and feel optimistic about its impact. Though, only time will tell what the long-term effects may be.
It’s certainly not an opportunity one gets every day, but I strongly urge anyone who is reading this to spend more time thinking about the words they use and how intrinsically tied they are to a brand.
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}</script> <link rel="shortcut icon" href="https://www.dynamicyield.com/wp-content/uploads/2018/11/favicon-194x194.png" /><link rel="amphtml" href="https://www.dynamicyield.com/blog/overhauling-the-way-a-brand-speaks/amp/"></head><body class="post-template-default single single-post postid-93583 single-format-standard wp-featherlight-captions et_fixed_nav windows et_right_sidebar chrome et_includes_sidebar elementor-default default_header"><div id="page-container"><header id="main-header" class="et_nav_text_color_dark"
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="company" title=""> <a href="">Company</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li id="product" class="dropdown links"><a href="" class="label">Product</a><div class="content"><ul><li class="intro"><div class="exp_os-wrapper"><h2>Experience OS</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-93583" class="et_pb_post post-93583 post type-post status-publish format-standard has-post-thumbnail hentry category-company tag-branding"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><h1 class="article-title">Why overhauling the way a brand speaks is worth its weight in gold</h1><h2 class="article-excerpt">Language is an identity that can pour into various areas of the business, altering decisions and even helping to reshape the company culture.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p><em>A version of this article was originally seen <a href="https://www.mediapost.com/publications/article/333335/it-pays-to-overhaul-way-your-brand-speaks.html" rel="noopener" target="_blank">on MediaPost</a>.</em></p><p>They say language is a window into different worlds – it is a reflection of ourselves, cultures, perspectives, traditions, norms, and relationships. It is a tool we use to understand one another, even if we aren’t always consciously thinking about the words we exchange with people each and every day.</p><p>But in my role as Head of Content for Dynamic Yield, it is my job to constantly think about and carefully dissect exactly how a business communicates. I recognize the power language wields in shaping the way individuals, industries, and even societies perceive a brand. This makes the work I do with words both incredibly terrifying, while also truly rewarding – I know, call me an adrenaline junky.</p><p>Recently, I had the pleasure of evaluating, re-defining, documenting, and disseminating a whole new set of guidelines constituting how the company talks about itself as well as its products and services. As part of a nearly year-long <a href="https://www.dynamicyield.com/blog/the-new-dynamic-yield-brand/">rebranding project</a>, this linguistic identity would become the crux of major design decisions, make its way across all of our digital properties, pour into various areas of the business, and even help reshape the company culture.</p><p>Now, a few months into our new brand, I thought I’d share my experience and some of the impressive results we’ve seen already. There were various levers that needed to be pulled, so I’m hoping this post acts as a reminder of just how powerful language can actually be when it comes to marketing – both internally and externally.</p><h2>We rolled out a style guide</h2><p>A style guide encapsulates many different components, each integral to ensuring consistency and cohesion. Without it, each individual becomes the purveyor of the brand, making decisions based on personal judgment about how it sounds. The purpose of an effective style guide is to weed out all of the undesired tendencies in communication and plant better habits.</p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/03/DY-BrandLanguage-InlineImage-1.jpg" alt="" width="1330" height="744" class="aligncenter size-full wp-image-93596" /></p><p><em>Find Dynamic Yield’s complete style guide, </em><a href="https://styleguide.dynamicyield.com/"><em>here</em></a><em>. </em></p><h3>Grammar, punctuation & formatting</h3><p>What you might consider the boring stuff, on a very basic level, these act as rules for an organization to live by and needed to be outlined before anything else. Personally, what I found most interesting in thinking about all of this, is how much of what I learned in college has gone out the window since working in digital marketing.</p><p>In our world, it’s not strictly APA, MLA, or Chicago style anymore (and it hasn’t been for a long time, *sigh*). It’s a mixture of everything – we adopt ways of writing from a variety of sources, much of which is influenced by other online publications and outlets. Because people don’t consume content on the web like your college professors preferred your essays.</p><p>That’s why if you want to stand out from the crowd (or simply fit in, whatever your prerogative), you need to establish what style you subscribe to. Doing so is directly tied to the experience your audience has with your content.</p><p><strong>At Dynamic Yield, we…</strong></p><p>✎ <u>Place periods within quotations</u> if used at the end of a sentence.<br /> ✎ <u>Use the Oxford (or serial) comma</u> as the final comma in a list of things.<br /> ✎ <u>Rely on a colon</u> (rather than an ellipsis, em dash, or comma) to offset a list.<br /> ✎ <u>Sparingly adopt the ellipses</u> to indicate we’re about to finish a thought, not for drama.<br /> ✎ <u>Hardly introduce exclamation points</u>, and never more than one at a time.<br /> ✎ <u>Opt for an em dash</u> (—) as opposed to the semicolon.</p><h3>Voice & tone</h3><p>This is the essence of who a brand is through written word, and is one of the hardest pieces to iron out. It must incorporate both the characteristics which make up an overarching personality, one that remains consistent throughout communication, as well as elements of voice that should fluctuate according to context and situation.</p><p>So, how on earth does one determine who they are and what to convey to those who interact with them? It can be a pretty subjective process, but in order to avoid any superfluous versions of your voice and tone, it’s critical to exercise due diligence.</p><p>Answering questions such as these involves a deep level of assessment. I liken it to scanning the room in a social situation – who would you most enjoy entertaining a conversation with and who would you want to avoid? Obviously, our job as marketers is to, <em>dun dun dun</em>, market ourselves, so there will always be an element of self-promotion and persuasion, but an important realization to make is that the person on the other end of our messages literally doesn’t owe us anything.</p><p>What you say and how you say it, therefore, should largely stem from the audience you’re ultimately engaging with.</p><p><strong>Here are a few traits we ensure make its way into our communication</strong>:</p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">A person with professionalism</div><p>Addresses others as a well-respected colleague or friend, engaging in natural conversation while speaking with competence on any given topic or subject at hand.</p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">Leads with positivity</div><p>Always attempts to embrace positive rather than negative language, avoiding words like “can’t,” “don’t,” “never,” etc. that are not constructive or conducive to conversation.</p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">Helpful but straightforward</div><p>Efforts to connect are purposeful, offering actual value while cutting out the clutter so the recipient doesn’t need to work hard to get to the point of what is actually trying to be said.</p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">Achieves credibility with quality</div><p>Acts as a source for guidance by sharing information of the highest quality – it’s dependable and reliable, so much so that others can take it at face value.</p><h2>We reinforced it in our company values</h2><p>The systems of belief that permeate throughout an organization are often implicit – attitudes, behaviors, and mindsets cultivated by management, processes, environment, goals, expectations and, dare I say… language.</p><p>But when you want to change how a company uses language, those belief systems need to become tangible and explicit. A great way to accomplish that is by creating or updating your brand’s deck or handbook on culture. On every page or slide lies an opportunity to not only implement and reinforce a fresh style of communication but also renew the values which matter most to the brand itself.</p><p>An asset such as this has the potential to touch and influence so many individuals – it instills a sense of meaning for current employees, assists in orienting new hires, aids in the decision making process during recruitment, and distinguishes a brand from its competitors while prospecting. The impact of your new linguistic identity, compounding.</p><p><strong>Dynamic Yield is…</strong></p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">Dynamic</div><p>We practice what we preach and value versatile experiences. We don’t believe how we communicate has to be static – we’re a team of global individuals serving companies with unique needs in a rapidly evolving field. And for us, personalization is the universal language binding everything we create together.</p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">Data-Driven</div><p>Our personalization platform thrives on data in order to deliver the most personalized experiences possible and so do we. The proof is in the pudding and we use it to drive all of our initiatives, from the features we provide to content you experience on our site, and even how we nurture relationships with our customers.</p><div style="border-bottom: 5px solid #408a87; padding-bottom: 0px; margin-bottom: 18px; background: #e3f9f8; display: -webkit-inline-box; ">Purposeful</div><p>Personalization may be trending, but for us, it’s more than just a phase. Customer experience is forever, and that’s why our contribution to the space has to be meaningful, speak to the times, and add value in a burgeoning field. In everything we do, all of the resources we develop, our work is well-researched, vetted by experts, and created with purpose.</p><h2>We implemented it across properties</h2><p>It’s one thing to document a style guide and revise the company culture deck, but an entirely different beast to roll out that language across web, social, email, and more. There is a lot of text to replace in all of those different locations, let me tell you.</p><p>But whatever work is completed up until this point is rendered useless unless all public facing properties align with the new set of guidelines put in place. This is where your brand’s story comes to life – each channel, an outlet for individuals who wish to learn more about you, go to understand and get to you know you. And with limited attention spans and constant distractions, experiences like this are all happening very quickly, and often in fragments, meaning the information in front of them being processed at any given moment is so important.</p><p>To ensure the first impressions and ongoing associations made with your brand are positive ones, each word has to count.</p><h2>We localized everything possible</h2><p>Businesses are increasingly selling into global markets, employing local representatives, and opening regional offices to serve the unique needs of the customers who operate there. For these teams, success heavily relies on access to properly translated brand messaging.</p><p>A task that requires language be flexible enough to reflect the patterns and elements used in various parts of the world – and that there’s enough of it. One-off pieces of collateral here and there are simply not enough to establish thought leadership, increase brand awareness, and nurture relationships.</p><p>The diversification of language in and of itself communicates a sense of understanding, empathy, and appreciation for different cultures and communities. Versioning your website and content into French, German, Russian, Spanish, and so on ensures those who may not speak your native tongue fluently are able to gain pertinent information about your brand and interpret you as you want them to.</p><table><tbody><tr><td> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/03/DY-BrandLanguage-InlineImage-3.jpg" alt="Dynamic Yield Russian Homepage" width="1330" height="966" class="aligncenter size-full wp-image-93606" /></td></tr></tbody></table><p><em>We have site versions in Russian, German, French, and Spanish</em></p><h2>We felt the tenacity of our words</h2><p>More than the great sense of pride this project has instilled, both for myself as well as the larger company, we’ve been experiencing uplifts in the key metrics used to measure performance on our site such as:</p><p>✎ Average session duration</li><p>✎ Session per user</li><p>✎ Average pages per session</li><p>✎ Demo request rate</li><p>✎ Overall conversion rate</li><p>✎ Number of returning visitors</li><p>People from the different geographies we serve are spending time more with us, engaging with more of our content, requesting to speak with us on a more frequent basis, and are even coming back to the site more often.</p><p>Of course, I can’t attribute 100% of the improvements we’ve seen to the investment made in language, but I am hopeful and feel optimistic about its impact. Though, only time will tell what the long-term effects may be.</p><p>It’s certainly not an opportunity one gets every day, but I strongly urge anyone who is reading this to spend more time thinking about the words they use and how intrinsically tied they are to a brand.</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/branding/" rel="tag">Branding</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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