Alex Cattoni breaks down phraseology: the specific words and phrases your brand repeats to build identity and loyalty. She uses terms like "rad ignite" and "juicy bennies" in her own work, and recommends documenting your brand's language in a Voice Guide so every program speaks with the same distinct vocabulary.
Your brand. Phraseology is so important. And to be honest, most brands do not take the time to get this right. So what is phraseology, you might be wondering? It is all of the common phrases, words, sign offs, sayings that you say in your brand that are 100% unique to you. And the best thing you can do is document all of this phraseology into what I call a Brand Voice Guide. Here's a little sneak peek at the copy Posse Brand Voice Guide. We have all of our phraseology documented here in its own site section. You've all heard me say the word rad ignite, juicy bennies, power words de douche ify the Internet and that. We're building an empathy empire. And I don't stop there. We actually create unique language for every single program that I create. So where are all my igniters at? My inbox, influencers, my brand alchemists, my launch filers, launch patters and rainmakers. We create language in every single program to create a sense of belonging because that creates trust and ignites irrational loyalty.
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