What are your Words of Lizdom? Why You Must Create Your Own Branded Vocabulary

Words of Lizdom

Competition is everywhere, but here’s a secret weapon for you: epigrams. That’s right – amusing ways to capture your words and messages. These are words and phrases that are proprietary – that belong to your brand only. “Elementary” as Doctor Watson would reply.

If, for example, my by-line at the end of this blog, read: “Liz Goodgold is a curiously strong branding expert,” you might instantly think of Altoids Mints which has been using that tagline for over 25 years. It is not trademark infringement, but mindshare infringement!

3 Reasons Why A Branded Vocabulary Works

Creating a “branded vocabulary” takes work, but allows brands to:

  1. Differentiate – It strikes a line in the sand between “us” and “them”
  2. Reiterate – After all, BMW, is still the ultimate “driving machine”
  3. Repudiate – There are designer shoes… and then there are Manolo Blahnik’s

“On brand” words and phrases can be created, twisted, or merely stolen from the dictionary and turned into “ownable” words. New Orleans chef Emeril Lagasse repeatedly exclaims “bam” after adding ingredients so that it’s become his signature phrase. His colleague on the Food Network, Sandra Lee, built an empire based upon her Semi-Homemade created term. And, rival Rachel Ray turned Extra Virgin Olive Oil into her trademarked phrase of “EVOO.”

In this blog post, you’ll see all of my Words of Lizdom curated and designed by the best darn copywriter, Anne McColl. It was a beautiful thank you gift that I cherish.

What are your epigrams? Fire away in the comments below.

6 Comments
  1. I use “bucket” to help explain a trust. Put all of your stuff into a bucket; your hand is on the handle; you choose who gets to hold the handle when you can’t. I have a purple (my color brand) plastic bucket in my office. I even have some monopoly houses in it. My clients love that they finally understand the concepts, and they proudly come back at me with “I put my bank account in the bucket!” This one word works for me and my happy clients–and their referrals.

  2. Here are a couple of mine, that speak to my encouraging others to write heartfelt letters of appreciation. One is “When the magnitude of your gratitude is BIGGER than a thank-you note….” The other is “Your letter will be saved and savored forever.”

  3. There’s a nice cadence to your sentence with the magnitude/gratitude. I like it!

  4. love it. thanks. have to think about that for my business. I use the term “Natural Facial Sculpting” to describe how I utilize of Botox and Fillers to achieve my results I feel look more natural, ‘wholesome”, and elegant. Thinking of how to coin that term somehow more effectively.

  5. Don’t forget that you can also have fun with the word “face.” Whether it’s saying “of course, our favorite social media is FACEbook,” or “it’s time for FACE time,” you get your readers remembering that your primary biz is making the face looks better.

    Hope this helps, Dr. Mary Anne!

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