From the mid-1980s to the early 1990s, the language of brands was in a bit of a golden age.  During this time, creative teams at agencies we're given days – sometimes even weeks – to craft the language and visual expression of the brand. What resulted was a breadth of imaginative work that has yet to be rivaled. Just check out the Communication Arts annuals from those years and you'll be blown away.

With the advent of the Internet, everything sped up. Digital tools allowed us all to execute more quickly. As execution time sped up, there was a tendency to shorten concepting time as well. Unfortunately, you cannot rush the process of incubating a great idea. And so, as we saw the quantity of executions increase, we saw a corresponding decrease in the quantity of great ideas.

Brand language took a hit

It was assumed that our language needed to be simplified to just the basics in order to work in this new fast-paced world. It became generic, with website headlines reading like a course catalog description:

"We are a web design company using the latest technologies to help companies grow."

These types of headlines littered websites by the thousands. Forget that they were dry and unimaginative. Forget that they were downright boring. Their biggest offense was that they put the emphasis on the company and not those that they hoped to serve. How did we so easily throw aside one of the golden rules of creating a compelling brand?

And what happened to the magic of all that brand language from the decade before?

What goes around comes around

After a couple of decades of accelerated executions, it has become apparent that more and faster does not equal inspiring and engaging. It's time to get back to thoughtful ideas that spark surprise and delight among those we hope to serve.

We can't return to the old days. Things will continue to move fast. But we can be deliberate about putting in quality time with our concepts before we rush to execution. One of the easiest ways to do that is to be mindful of the intent and crafting of our brand language. Here are three measures to help challenge us to keep working on our idea until it elicits that surprise and delight.

1. Does it offer value? Is the story we're telling about us or is it a story about those we hope to serve? Does it help them solve a problem or take advantage of an opportunity? It's easy to talk about yourself. That's the problem. Try writing without talking about what you have or what makes you unique. Let it be demonstrated by helping your prospects feel empowered and helping them imagine a better tomorrow.

2. Does it resonate? Is your language their language? Or is it laden with industry-insider acronyms and jargon? Your language should feel familiar and effortless to those you hope to serve. That means understanding them. Really understanding them. Their fears and desires. Their challenges and their hopes. It will help you be on the right side of the question, "Are you talking at them or are you talking with them?"

3. Does it have layered meaning? Great brand language has layers of meaning. On the surface, it will deliver a compelling message. But below that initial meaning is another equally powerful (and sometimes more powerful) meaning. It can have a magical effect. Your prospect gets the initial message. Then upon the second or third or fourth encounter with the language, they suddenly discover that deeper meaning. It's like the language becomes brand new again. And they experience the surprise and delight. It makes your brand magnetic.

Let me give you an example. One of my favorites from recent years was the brand language for an all-natural fertilizer that was directed at top-tier growers. These were the farmers that would pay more for higher-quality inputs because they believed in doing things the right way and knew there were no shortcuts. Our brand rallying cry for the all-natural fertilizer was, "Because you believe in bringing more to the table." This language signaled that this was a quality product (answering the question, "Does it offer value?") And it spoke to their desire to meet a high standard (answering the question, “Does it resonate?") Then, of course, there was the layered meaning. On the surface, the language was a colloquial way of saying you set high standards. But on another level, it assured them that their way of farming would lead to success. They would be able to increase yields, and in effect, bring more food to more tables around the world.

When you hear the line "Because you believe in bringing more to the table", it seems so natural. Like something one of the growers would say. That's the beauty of it. It feels so effortless. But I can tell you, it took thoughtful consideration. And time.

But it was worth it. Because, in the end, it wasn't some throw-away slogan or tagline. It possessed depth and resonance. And that became an invaluable springboard for the unique language of the brand