ON NAMING IT:
What's in a name?  What does it convey?  How does it create associations? It isn't all in a name, but it does begin there.  Is there a story behind the words?  Is there evidence of people within the name? Is it a real word – or are you creating one? How long has it been in use?  How memorable is it?  What does it associate with?  Does it imply quality?  Humor?  Sincerity? Stability? Strength? Is the URL available?  These are just a few of the basic questions that go into the making of a company and the posture it strikes in its name.  

naming
matters

WORDS CAN
MOVE YOU
 

Style
conveys
Personality

ON POSITIONING IT:
What are the words that describe what you do?  What is the signature phrase? Is it original and memorable, or does it sound like other companies?  A good positioning line is not a campaign tag – it's a line that sticks with you, that drives your internal branding and your external relationships.  It's a promise, a commitment, a bit of evidence that makes you different, sets you apart, draws people into you.

ON YOUR LANGUAGE:
An often forgotten element of lexicon is the actual vocabulary of your brand's language.  Consider it a dictionary of terms for everyone inside your business – the way your phone is answered matters. So, too, does the sales process and communications hierarchy.  Vocabulary drives the decisions behind the curtain – whether the materials chosen, the press releases written, or how the events are staged.

ON EFFECTIVE WRITING:
Just because it's well-written doesn't mean it's effective.  Whether for an investor report, a consumer ad or a business speech, convincing copy implies more than good grammar, it means adding an element – a style or perspective – that occasionally invites people to read between the lines. But it should always encourage them to listen to the next point; read the next line; click to another page.