Here is a quote from Apple about how they go about creating everything they make. The language is simple, conversational and informal - giving it exactly the feel that their operating system has always had. And like that operating system, the statement is immensely powerful.
What Is Your Brand REALLY Promising?
'Joy' sounds like a soft, fuzzy, emotional word, sort of like 'fun' or 'magic'. How on earth can you justify those values when making a profit has to be your focus if your business is going to thrive profit? Ask Apple, Virgin and Disney those questions, and they will show you billions of justifications on their balance sheets. Sir Richard Branson worked out that the core value that unites all the very different businesses he has is fun. Walt Disney knew that magic was what people wanted from him and his theme parks are called Magic Kingdoms because of that. In our own lives, when we go to a sensationally good restaurant, even if the price is high, the joy we feel allows us to justify the expense.
Everyone Buys To Feel Happy
If we are consistent in providing a positive experience for our clients and customers, we create loyalty and loyalty sustains our business and helps it to grow, because loyal customers will stay with us and recommend us to their friends and contacts. Why? Because they feel good about us. They feel that they know, like and trust us.
My job, working for you, is to find the right words to create the appropriate feeling and build loyalty through language.