Anger! Jargon (page 2 of 2)

Instead, ask consumers what they would call each of your services, how they would categorize them, and how they would like you to talk about them. Go even further - ask them to re-write you legal jargon too. If you're hesitant it might be because you already now know that the consumer wont stand a fair chance of understanding one word. If that's the case may I ask you what went wrong? The case is if you annihilate your customers, make them feel dumb or let's say less intelligent - or even worse - make them feel that you (dear brand owner) have a hidden agenda - you're about to dilute your brand.

Legal stuff, privacy warnings, disclaimers, and all the other necessary accouterments for today's brand communication are here to stay, no matter how much we prefer to avoid them. They don't have to be written in an understandable - non-human language, as if the documents were only going to be read by lawyers. Regardless of whether we're private consumers or businesspeople, we all like to be treated as human beings. If you can convert your legal documents into easy, fun-to-read pieces, you'll break down a barrier between you and prospective business that 99.9 percent of your competitors won't have cracked. The achievement makes your brand more human. It enhances mutual understanding and even empathy between your brand and its customers. Isn't that the essence of good branding?

Would you hire a lawyer to craft your branding campaign? Unlikely. Why allow an attorney to control your brand's all-important tone of voice? Let your brand speak. You can achieve the same legal protection and, at the same time, build that brand.

Customers will feel your brand is speaking their language, not a company-invented dialect comprehensible only to insiders and experts...and lawyers not to forget Good branding is about constantly talking your consumers' language.