Messaging and Terminology

The way we talk about things can be important to convey what they mean to us. Calling someone who works in your organization a team member rather than an employee may seem trivial, but it can send a different message. When we work with a company, it is important for us to understand why they use certain terminology. Additionally, they might never have outlined for the organization which words to use and why. In some cases, it can make a huge difference. When beginning the marketing process, it’s important to talk through what words we use for which things. Defining the words and terms that are important to your brand can even be part of your branding process with an agency. If you want your “team” to use the word “customers” instead of “patients” then you have to weave those terms into the fabric of your business. Another example would be a personnel company who refers to its staffers as “associates” instead of “temps.” It has a different ring to it and can help direct the parts of your company to treat those people differently.

It is also important to share those terms and meanings with your marketing partners. Using those words internally is one thing, but making sure that the use of those words is consistent externally is also important. The words you use paint a picture of your company to the world. 

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on

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