As a lover of advertising and a great marketing communications strategy, I have always been a fan of Google’s online commercials. They never fail to impress me when it comes to producing creative mini-masterpieces of their products and services. What makes them so special? What do they do differently? I kept debating these questions and came to the conclusion that it’s their storytelling; stories from the heart, stories about people, stories about real relationships, stories that relate to the consumers’ heart first and then the mind.
One of the key elements in storytelling is the ‘language.’ Does Google have a separate language like its algorithm? No it doesn’t. Google adopts the universal languages of love, emotions and connectedness in all its commercials- a language of undisputed love that goes beyond religions and communities. Google’s most watched video, Parisian Love as a part of the “Search Stories” series that was aired during the Super Bowl 2010, sold nothing. Rather, it reflected the essence of the brand –connectivity. It fused the brand with the story of an American exchange student falling in love with a woman in Paris. Similarly, one of the TV ads “Dear Sophie” showed a father creating a scrapbook in Gmail by sending his daughter notes, photos, videos as she grows up. These ads are based on the most fundamental relationships of human being. As consumers we do not need a solution book to interpret these relationships because they come naturally to us. Like Google, companies have to seek a language which resonates its brand and target audiences. Once that language is in place, conveying the brand’s story and engaging your audience would no more be difficult.
At Proof Strategies, we are consistently working towards helping brands and companies find a language that relates with their audience and culture. It is very essential for brands to listen to their audiences. Listening not only includes monitoring mentions, but also processing good and bad conversations. This enables companies to gain potential insights about what the audience cares about most of the time. We believe that the more we listen to our audiences, the better we can serve them as communication and PR professionals. Once, we’ve heard about the issues that matter to our audiences, we then take the route to understand them. This allows us to participate in the communities we seek to reach rather than making the audience approach us. The language across the many Google commercials is unchanged but at the same time it caters itself diversely across varied communities. The insights gained from listening and understanding fosters leads in content creation. This content helps us to efficiently engage with our audiences in a language that substantially connects with them.
Google has always used its services as a catalyst for anybody to make the most of life. It conveys the power of the web in a human and inspiring way with a language that speaks for the brand. This language caters across different cultures and its wide array of products and services. The tech giant not only shares its corporate values through its language but also how it sees the world with the ability to deliver products and services that make a difference. Your brand language is the glue that connects to customers. That language will shape brand stories into meaning. We as communication professionals are always told that customers are the heart of every strategy that is implemented. Alongside it is equally imperative to identify your brand’s language. A language that will help your brand motivate its audiences towards a goal. A language that is less likely to be resisted. A language that will correspond to your company’s culture. A language that will be a symbol of you.
What language is your company speaking to engage your audience? Leave a comment below. We would love to talk to you about your unique language.