Corporate wording - finding the right address for your target group

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As soon as your company officially publishes something - to customers, press offices, advertising representatives - you use a certain expression, words, style that conveys a desired impression. This is corporate wording: it ensures that B2B and B2C communications are on the right track. The better you define it, the more advantages beckon for your company.

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Corporate wording: the search for language identity

First and foremost, companies always want to stand out from their competitors. With Unique selling propositions they succeed better in remaining in the memory of customers. This is achieved through numerous measures - one of which is corporate wording. It addresses the following topics, among others:

  • Choice of words: What terminology do we choose for our target group?
  • Tonality: How do we address our target group?
  • Style/culture: What impression do we convey of our company?

Corporate wording helps to define more precisely the relationship between a company and its target audience.

Corporate wording is an important part that makes up the corporate image.
Corporate wording is an important part that makes up the corporate image. (Image:

Companies communicate differently than public authorities, for example. While the latter have to provide factual information, companies are concerned with building a relationship with the people they are addressing.

Companies that succeed in doing this package their own identity in the language and ensure that they are remembered by the target group - for months or even years.

Relationships with customers always remain "fresh". This makes it easier for you to maintain a uniform picture of your company: a clear line to which customers orient themselves and which they value. For these reasons, it's a good idea to develop strong corporate wording that fits the company in question.

Why is corporate wording so important?

There are numerous good reasons for this:

1. Differentiation: You stand out from competitors with your own lively language that stays in people's minds and thus makes you present.

2. Identity: You express who you are through language. Just choosing between a "you" and "you're" salutation makes a huge difference in company perception.

3. Trust: Consistent language over a long period of time makes it clear that you are thinking and planning for the long term. This creates confidence in your future.

4. Emotions: Emotions sell products and services and bind us. Use your language to evoke specific emotions to strengthen customer loyalty.

However, the path to this goal can be difficult, depending on the current level of your own corporate wordings.

How does my company find a corporate wording?

At the beginning there is a concept that is elaborated and later passed on to employees in a clearly defined way. First you develop the suitable language style: Think about what philosophy you represent with your company. What values do you want to convey - and which terms reflect these values? This is followed by instructions on how this definition can be implemented in everyday life. Some companies use lists of words that must not be mentioned under any circumstances and words that should definitely be included in any text. Draft Standardized templates for all areas, where it makes sense - but it's best to leave room for free creative expression.

Salutation and word resistance

Do you think about salutations: personal or not? Do you mention titles in your salutations? How do you handle gender-appropriate language? A clear rulebook shows employees how they should speak and write on behalf of the company - but allow inder this set of rules and regulations, as much freedom as possible. It is dangerous to limit the language in your company so strictly that no more development is possible.

Find the right language for your company and carry it to the outside world.
Find the right language for your business and get it out there. (Image:

It is also important to find resistant words. These are terms that are difficult to copy from others and that stick with readers over a long period of time. If you study the websites of large corporations that spend considerable effort on their corporate wording, you are guaranteed to come across certain terms that are repeated frequently. Subconsciously, we associate these terms with that company. Words of this kind are always positive in nature: quality, fair, versatile, expressive, fair, breathtaking & Co.

Corporate wording as an everyday example

A simple example of corporate wording in the German-speaking world is Microsoft. A visit to the website reveals that product descriptions for professional users always use the "Sie" form of address. Other products - such as the Xbox gaming division - on the other hand use a "You" form of address. This is no coincidence, but is analyzed in great detail at companies of this size before it is finally defined that the generally applicable corporate wording is "Du" in one case and "Sie" in the other.

Corporate wording can vary and depend on the target audience.
Corporate wording can vary and depend on the target audience.

Answers to support requests are also well-known. At large companies, they often start by expressing understanding for the question asked - à la "We see that you have a problem with our product. We'd be happy to help you with it." This will be exactly as defined in the corporate wording of that company. It is probably regulated there that the company wants to create a personal bond with the customer by showing understanding and sympathy.

Corporate design and corporate wording: What are the differences?

Not everything that has to do with words automatically belongs to corporate wording. For example, a company might specify that headings should be written in a certain font with a font size of 12 and a spacing (the space between letters) of 0.5 points.

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However, this is part of the Corporate Designsnot corporate wording. Wording refers exclusively to expression and not to form. This example shows that not everything that has to do with words automatically belongs in the area of corporate wording. However, the boundaries are fluid because the desired effects can support each other. The more you know about these topics, the more you can use them for the overall impression of your company.

Conclusion: no language without corporate wording

Only with corporate wording that matches your company do you ensure Long-term commitment to your target group. By addressing the issue early on, you will succeed: Language is a core aspect of every marketing tool. Using it correctly will help you as a company to communicate positively with customers and achieve more growth in the long term.


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