For those in the know when it comes to ice cream, “like it,” “love it,” and “gotta have it” aren’t just words that express how much we need something. This is, in fact, the innocently playful but savvy measurement of each cup size at Cold Stone Creamery. So when you decide to be gluttonous with caramel/chocolate swirl loaded with marshmallow and Heath Bar topping, “gotta have it” plucks the crave note perfectly while avoiding the guilt one feels when ordering a huge cup of ice cream.
Coldstone is certainly not the first brand to use distinct lingo to define its products, but guessing from the additional value it provides a brand in the minds of consumers, it won’t be the last. It’s one surefire way to distinguish the brand from the competition by creating valuable equity and a loyal group of brand evangelists. Once consumers become comfortable with your language, they feel a special bond and are eager to share that bond with their friends.
We explored a couple of notable brands that have a language all their own and how they use it to define the space for their customers. In some cases, we noticed the brand language has transcended the brand that created it and lives in pop culture.
So what exactly does creating brand verbiage do for you?
It's not rocket science to coin names that represent the size of your product offerings. But the trick is assuring that the words grow into a language and strike a deeper chord your customers use either because it makes them feel like they are contributing to a greater good (Zipcar) or conveys a way of expressing themselves (Twitter). But it goes without saying, once your customers start speaking your language; you’ve got a friend for life.