A Personal Brand Vocabulary
When it comes to telling people who you are and what you do, there are SO many “scripts”.
- Frameworks for Elevator Pitches
- I Help Statements
- Storybrand Brand Scripts
- Sales Scripts
- Email Funnel / Webinar Templates
- Resume Templates
Each of these things may provide you with useful information; but the biggest problem with all of them is that they aren’t built on YOUR words. Which makes it harder for them to roll of your tongue when you are asked unprompted, “what are you all about”.
Now, I know only a handful of people (most of them in Your Business Peeps) who even ASK questions like this, but as Simon Sinek is attributed to saying, “no one buys WHAT you do, they buy WHY you do it”.
Trying to share YOUR why in someone else’s words is just super hard.
So, you need to use your own vocabulary.
Read on to find out how.
Definition of Vocabulary
A vocabulary, by definition is, “the body of words used in a particular language.”
This particular language, is the language of YOU.
So let me ask you this: as a native English speaker, would you ask a native Mandarin speaker to help you craft the body of words you use to describe yourself and your business?
Uhh…of course not.
This is the same reason why scripts don’t work. You are allowing someone who doesn’t know enough about your language to choose your body of words.
Now that you know, you can STOP ;)
Understand Your Current Vocabulary
When you talk to your family and friends, what does it sound like? Do you use lots of large words? Complex language structures? Or, do you use simple words and phrases?
My favorite example to use here is the word, “bespoke”. Every time I see it, internally I go, “ARG! That just means custom! Why don’t people just say what they mean?”
I never use the word “bespoke” when I’m talking. I never use it in my messaging either (even though all the work I do is custom) ;)
And then, a friend of mine, who is a personal stylist and experienced designer (and German to boot), used it in a Facebook Post, and it TOTALLY felt right - for her.
Everyone is different. And it’s a huge value of mine for people to embrace their uniqueness by using the words YOU use everyday.
How to Choose Your Words
As mentioned above, you’re not trying to pick something because of what someone else likes or is attracted to. You want to pick the language that you would use in a close group of friends…around what I like to call your “campfire”.
If you were going to invite all your favorite people (friends, family, colleagues, clients included) to a campfire, how would everyone be talking? Is it loud? Calm? Competitive? Funny? Deep? Divergent?
This is the experience you are trying to create with your brand vocabulary. So choose the words that you would use when you share in this environment!
One More Thing
One important part of the definition of vocabulary is, “a body of words”. Which means, it’s not always the SAME words you use over and over (like an I Help Statement).
Based on the specific scenario, you may use different words. And that’s not only OK, it’s normal human behavior.
We aren’t computers. There are very few scenarios where people use the exact same words. You’re surrounded by different people, different energy, different circumstances. And, again, that’s normal.
Locking yourself down to one group of words sounds robotic.
Definitely NOT the fastest way to build an authentic HUMAN relationship ;)
If you’re looking for help in understanding YOUR Brand Vocabulary, the Amplify Your Personal Brand Mastermind is the place for you! Let’s chat and see if it’s the right fit :)
