How much weight do words have in building our personal brand? A lot of!

Building our own brand and that of our company, especially if you are executives or founders, is about what you do and what you say about what you did. As someone who focuses on building brands for entrepreneurs, executives and startups, and crafting impactful messages, I am aware of the transformative power of words. They have the ability to evoke emotions, change our body’s chemistry and create connections, all of which directly shape brands. Brands evolve over time through the messages we consistently and consciously share with the world.

Let’s delve into the world of brand building, backed by research, and explore how we can use words to influence listeners and cultivate authentic brands. Whether crafting engaging investor pitches, inspiring articles and stories or mastering the art of persuasion in sales, these strategies will help you harness the potential of words to create real connections, emotions and increase your value to others.

Related: 6 powerful brand storytelling tips for marketers

Charge your stories with emotions

We all know it sometimes: a story sounds too “smooth” or too “perfect”. So when you create stories, make sure you demonstrate vulnerability and authenticity and use descriptive language that stimulates the senses with universal themes and values. Those points can make you more recognizable and somewhat trustworthy.

For example, instead of explaining product features, share a story that shows its transformative impact on a customer’s life – a storyline that others can relate to in their own lives – and use emotional descriptions (e.g., “Before buying the product used, they were frustrated and overwhelmed by the overload of work, but once they used it, they were focused and felt free to tackle other aspects of the business”).

Another example: an australiabusinessblog.com who sells sustainable clothing can tell a story about how their eco-friendly clothing reduced allergy symptoms in sensitive people who got their “lives” back on track after switching to that product, and how they positively impacted the environment. influenced.

Generate curiosity and intrigue

Creating curiosity can be a powerful tool to grab attention, share your knowledge in your domain, and connect others with you. It can be done when you use exciting language that makes the other side want more from you, be it one person or an audience of customers, and even a social media post, and ask thought-provoking questions that challenge conventional thinking. In practice, start presentations to investors or clients with intriguing questions that spark curiosity and pave the way for engaging discussions. For example, a speaker addressing an audience about the future of artificial intelligence might ask: “Can you imagine a world where machines surpass human intelligence?” or “Do you think modesty is a relevant practice in the workplace today?”

Besides, some words like “imagine” and “what if you…” can really move and pique the other side’s curiosity, opening their mind to new possibilities – all thanks to you.

Use social proof and influential language

Include testimonials, case studies, or success stories to build credibility and authority, highlighting the impact and value your work has had on others. Highlight prestigious affiliations, endorsements, or partnerships to further establish credibility and influence.

By highlighting the success stories of past ventures or collaborations, you highlight positive results and gain trust. For example, a startup founder might include quotes from happy customers or highlight partnerships with leading organizations to demonstrate the value and reliability of their brand.

Related: A brand story is what you need to share your entrepreneurial vision. Here’s how to make one.

Tailor language to individual communication styles

Take a good look at the communication and personality types of others and adjust your language to suit different styles. Once the other side feels you understand their world, they bond and trust you more. Use words that resonate with their values, motivations and communication preferences, empathize with their perspective and respond to their specific needs.

In practice, when communicating with analytical individuals, you should provide data-driven evidence and use precise language that appeals to their logical reasoning. Or use terms like “return on investment,” “risk mitigation,” and “data-driven insights” when presenting to a CFO or other finance executive to appeal to their analytical mindset.

The power of words goes beyond ordinary tips and tricks; it lies in its ability to evoke emotions, forge connections, and build a distinctive personal brand, whether you use it in a face-to-face interaction or online. By implementing these strategies, such as crafting emotionally charged stories, arousing curiosity, using influential language and tailored communication styles, you can captivate your audience, evoke emotions and leave a lasting impact of a credible personal brand. Embrace the transformative power of words and witness the big difference it makes in building authentic connections and shaping your personal brand in the business world.