Years ago, there was a company called E.F. Hutton, an American stock brokerage firm and their commercials used the tag line of “When E.F. Hutton talks, people listen.” Although they have been consumed into the global mega market brokerage arena, their slogan lives on as one of the best in their industry and many others as well. This vocabulary of the brand echoed for many years because it was consistent and used across their entire brand marketing, sales, and general market influence efforts.
This is as true today as it was when E.F. Hutton opened their doors in the early 1900’s. This consistency of message and the vocabulary for your organization is critical to how it is viewed in the marketplace. This is not just about coming up with catchy marketing ads or temporary slogans. It is about taking the time to capture the intended vocabulary everyone in the business needs to use and articulate in all forms of communication.
For example, when JKL Associates first ventured into the marketplace, we adopted the tag line of “Your Partner in Progress.” This has stood the test of the 30+ years we have been assisting businesses and people to be the best they can be. During this same time, we have expanded our vocabulary to include such additional phrases as “A life where a Promise means something” or “Journey on!” Both of which are part of various marketing items and in the case of “Journey On!” it is in all our signature blocks we use to communicate with the business world.
By taking the time to formalize the vocabulary of your organization you do a few things. Standardize the way each and every one communicates with your audience whether it be internal or external. Everyone uses the same language. This is so critical so that your intended audience is not confused by different vocabulary simply because it came from a different person or source from the same organization. I have witnessed two different salespeople from the same organization selling the same product or service describe the offering in completely two different ways. I’m not referring to how it may solve a particular customers challenge or problem but more in terms of the actual product or service deliverable.
Lots of organizations take pain staking time and major investments to create wonderful marketing materials for their offerings but don’t standardize on how their people will use the vocabulary of the company. When left to their own devices, people take shortcuts or make stuff up which may or may not be completely correct. This not only causes customers to be frustrated but adds to the internal cost and complexity of delivering goods and service to meet expectations which in some cases just can’t be achieved without extensive additional efforts. This results in a rocky start to a relationship with a customer and lower profit for the company.
Vocabulary is a part of the overall package an organization offers to its clients and employees. It simplifies things for everyone. With a common vocabulary the users can now focus their energy on the creativity needed to wrap it around the clients’ needs. They can keep to a common voice of how it is delivered and hopefully received it the same way each time it is used in the marketplace. This vocabulary by no means reduces a person style or creativity. It actually removes many distractive words from the communication and keeps leading the conversation back to the key elements of the business.
This week evaluate the vocabulary your organization uses both internally and externally. Is there a level of consistency on when and how it is used? Does it achieve the desired results it was intended to accomplish?
Seeking a vocabulary for your organization to amplify its resonance in the marketplace? Give JKL Associates a call to set up a conversation with a Promise Guide to walk you down the path of success. Call us in Mi (313) 527-7945 or Fl (407) 984-7246