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Key phrases & language rules

The words and phrases that define how your brand speaks and connects with its audience

Words are part of your brand identity — and the specific words your business uses matter more than most people realise. Key phrases and language rules define the vocabulary that makes your brand sound like itself, consistently, whoever is doing the writing. This isn't about being rigid. It's about being recognisable. When your team knows which words to use, which phrases to avoid, and how to express your brand's ideas, the result is content that sounds cohesive, confident, and distinctly yours — across every touchpoint.

What Is Our Key phrases & language rules Service

Key phrases and language rules are the specific vocabulary guidelines that shape how your brand communicates at a granular level. They define the words and phrases your brand uses consistently, the terms it avoids, and the language conventions that make your communication feel distinctly like your business rather than a generic version of your category.

Why Choose Our Key phrases & language rules Service

You need this when your brand guidelines include tone of voice principles but lack the specific vocabulary and usage rules that make those principles actionable, when proofreading reveals recurring language inconsistencies, or when you’re operating in a regulated industry where the exact words used carry legal or compliance implications. It’s also relevant when you’re expanding into new markets where the language your brand uses needs to be adapted carefully.

What's Included In Our Key phrases & language rules Service

This service includes the development of a brand vocabulary — a defined set of words, phrases, sentence constructions and terminology that are characteristic of your brand voice — alongside explicit guidance on usage, contextual variation and terms to avoid. Delivered as a lexicon document formatted for practical reference, typically as part of or alongside a broader tone of voice guide.

The words your brand chooses are as important as the values it claims to hold. Specific language creates specific impressions. When your team knows which words to use and which to avoid, your brand stops sounding like everyone else — and starts sounding unmistakably like you.

Harry Morrow, Director - We Do Your Marketing

Why We’re Different

Most marketing companies focus on channels and tactics.
We focus on reaction.

Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.

Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.

The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.

Want to see how this approach works in practice?

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Key phrases & language rules Prices

Helpful resources, expert guidance, and tools to support your Marketing decisions.

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Frequently Asked Questions About Key phrases & language rules
We have complied a list of questions that are often asked about Key phrases & language rules and how it can help your business. If you can’t see the answer to a question you have, please contact us today!
A brand lexicon is a curated vocabulary — a list of specific words, phrases and expressions that are characteristic of your brand’s voice, alongside words to avoid and guidance on how particular terms should be used in different contexts.
A copy style guide covers mechanical rules — grammar, punctuation, formatting. A lexicon focuses specifically on vocabulary — the choice of words and expressions that make your brand sound like itself rather than like anyone else.
A useful lexicon typically includes 40 to 100 terms — a mix of preferred expressions, specific vocabulary that reflects your brand’s personality, and alternatives to words or phrases the brand avoids. Quality of curation matters more than volume.
Yes. Many lexicons include approved ways to explain technical or industry-specific terms to a non-specialist audience, as well as guidance on when jargon is appropriate and when plain language is preferable.
Writers reference it when drafting, editors use it when reviewing, and it’s used in agency briefings to set vocabulary expectations before a project begins. The aim is that your brand’s writing sounds consistent regardless of who produced it.
Where helpful, yes. Some terms are straightforward; others benefit from a brief note explaining why they’re preferred or how their use should be adapted across different audiences or channels.
Either works. For businesses with a lot of writers or agencies, a standalone lexicon can be more practical to share and reference. For smaller teams, integrating it into the tone of voice guide keeps everything in one place.
It should be reviewed annually and updated when new products or services introduce new terminology, when market language shifts or when the brand undergoes a tone of voice refresh.
Yes. Many lexicons include channel-specific sections, acknowledging that the vocabulary appropriate on social media may differ from what’s used in contracts, proposals or formal correspondence.
This usually means the lexicon isn’t complete or isn’t accessible enough. Maintaining an open process for submitting new terms for consideration keeps the lexicon current and encourages team members to engage with it rather than ignore it.