The shorthand brands use isn't just about clever phrases or logos; it’s about familiarity. When customers repeatedly encounter these shorthand symbols—whether verbal or visual—they begin to trust the brand.
Once upon a time, I had a girlfriend. I know, I know, hard to believe, but it is true, dear readers, I was once attached to the hip, part of a pair, coupled, walking with the ol’ ball and chain. All was well, but as these things go, it ended. And I was sad.
A friend was consoling me and I said, The problem isn’t just that she’s gone, the problem is we built this lexicon and now, there is no one on earth who speaks the same language. I feel as if I can no longer communicate.
Here’s the thing, pet names and favorite places, routines like shopping and brunch, berry picking and coffee, and the beach while scanning for seals. All that comes with a shared language. Shared images and ideas. When we spend a significant amount of time with another person, we develop a language. It’s a language made of shorthand thoughts, shared experiences, and emotions that are too loud to share in the library, so ways around disturbing others are found, and that becomes part of your relationship lexicon.
For example, I have a best friend who happens to be a woman. I have known her for over twenty years, and she is my first text in the morning, last text at night, and the one person I go to for any and all reasons. In our time together, we have developed a language, a shorthand between us that, well, I cannot even explain how it started, but it is now part of my everyday life. Every morning, without a thought as to why, she will text us when she wakes up. I am usually up much earlier than she, and normally I am at work. I will hear the tone, check my phone, and there I will find, from her, “moo.”
Since I don't know when, maybe a year into our knowing each other, we send a moo. I say moo in the morning, she sends a moo. In the evening, after dinner, I will be on my couch, and the phone will notify me of a text, and it will be a moor. We moo, we call each other moo. Once, i was out buying a sports coat and she was with me and I had a coat on and she brought another one and she said, “Moo, I like this one.” the sales clerk looked her and said, “Did you just call him a cow?” and we laughed. No, we told him, we just moo and call each other moo.
It’s fun, funny, and connects me to her in a way I don’t connect with anyone else. But here’s the problem. When we spend time with someone, maybe when we date, we develop this language between us that not everyone is privy to. What happens to that language when we part or when you break up with someone? That language is essentially dead.
There are 573 known extinct languages, who knows how many more when we add up all the breakups, all the endings, or relationships and friendships. If you really think about it, a language dies almost every day. But who knows about it? If a language dies in the middle of Times Square, does anyone notice? When my friend gets sick of me and moves to Paris, who will receive and understand the moo? Or, will the moo, like Latin, just die? I have no idea.
This makes me think about brands and their connections to their customers, their shared language, how it starts, and what happens when and if it dies.
Building Trust Through Familiarity
The shorthand brands use isn't just about clever phrases or logos; it’s about familiarity. When customers repeatedly encounter these shorthand symbols—whether verbal or visual—they begin to trust the brand. The shorthand becomes a reliable part of their lives, evoking feelings of comfort and loyalty. Just like how we trust the familiar language shared between close friends, consumers learn to trust brands that speak to them in a consistent, meaningful way.
Take Coca-Cola, for example. The brand's red-and-white color scheme, the contour of its glass bottle, and the iconic script font have been around for over a century, creating a sense of timelessness and reliability. Consumers don’t just choose Coca-Cola for the taste; they choose it because it’s part of their life’s narrative. It's familiar, it's comforting, and it evokes happy memories of holidays, family gatherings, or a cold drink on a hot day. These experiences reinforce trust—Coca-Cola has consistently shown up, and over time, the brand has embedded itself into people's routines.
This same principle applies to modern-day brands. Apple’s minimalist design and consistent messaging make it more than just a tech company; it becomes a trusted partner in the consumer’s daily life. The aesthetic of the product, the simple interface, and the seamless integration of its ecosystem all communicate reliability. You don't just buy an iPhone; you invest in a brand that has earned your trust over time, whether it’s through product quality, customer service, or the brand's promise of innovation.
When a brand consistently speaks the same shorthand and delivers on its promises, it fosters trust in a way that feels almost instinctual. Consumers don’t need to think twice when choosing a familiar brand because they already know what to expect: comfort, quality, and consistency. This trust isn’t built overnight—it’s the result of repeated, meaningful interactions, much like a friendship that deepens over time. The shorthand, whether it’s a logo, a slogan, or a particular way of speaking to the audience, becomes the foundation of that trust.
As trust builds through familiarity, the next step is creating a deeper connection—something that makes consumers feel like they’re part of something more intimate. This is where brands tap into the power of inside jokes and shared experiences. Just like with close friends, these inside jokes foster a sense of community and belonging, making consumers feel like they’re in on something special.
The Role of Inside Jokes in Branding
Brands, like close friends, often create "inside jokes" or familiar references that only their loyal customers truly understand. These inside jokes foster a sense of belonging and community. When a brand builds an inside joke, it’s more than just marketing—it’s about creating a shared experience between the brand and its audience.
Think of brands like Taco Bell, known for its playful and sometimes cheeky social media presence. Their tweets often use humor and wit that feels like a conversation with a friend. Wendy’s is another prime example, with its snarky, clever roasts that have become a signature part of their brand identity. These are inside jokes that customers enjoy, and they help create a strong sense of loyalty because they feel like they’re in on something special, something others might not understand.
These inside jokes also allow brands to humanize themselves, breaking the corporate barrier and connecting with consumers on a personal level. It's an invitation to not just buy a product, but to join a tribe, where shared humor and common understanding make the brand feel more like a friend than a faceless corporation. This ability to connect with consumers through humor creates a deeper emotional bond, and over time, it’s these bonds that keep customers coming back.
Of course, not every brand needs to be comedic to succeed—inside jokes can also come in the form of shared values, references, or experiences. Brands like (surprise, surprise) Patagonia tap into a shared sense of environmental responsibility, while Apple’s clean, minimalist design feels like an inside joke among users who appreciate simplicity and innovation. These elements aren’t just about selling a product; they’re about creating an identity that consumers feel a part of, something they can recognize and relate to without explanation.
The key to building a strong connection through inside jokes is consistency. Whether it’s through humor, shared values, or cultural references, these subtle cues become shorthand that make consumers feel seen and heard. And just as friendships deepen through these shared moments, brand loyalty grows through these inside jokes.
This sense of belonging and connection naturally leads to another powerful aspect of brand communication: authenticity and relatability. When brands feel genuine and approachable, consumers are more likely to trust them.
Branding with Authenticity and Relatability
What makes these inside jokes and connections even more powerful is when they feel authentic, grounded in real values, and relatable experiences. When a brand’s voice rings true, it can create a bond that transcends marketing and speaks to something much deeper. Authenticity in branding isn’t just about being “real”—it’s about consistency, trustworthiness, and maintaining a genuine connection with your audience.
Brands like Patagonia exemplify this. Patagonia’s commitment to environmental sustainability isn’t just part of its marketing—it’s at the core of the brand’s identity. This authenticity resonates with customers who share similar values, and it makes the brand feel like more than just a company. It becomes a movement that consumers can be a part of, not just a product they buy. When a brand lives its values consistently, it builds an emotional connection that goes beyond the transactional.
Similarly, Glossier, the beauty brand, has built its reputation on a foundation of authenticity and relatability. The brand’s messaging focuses on the everyday beauty of real people, rather than unattainable perfection. Their Instagram is filled with user-generated content and testimonials, showing a community of real individuals who love and trust the brand. This authenticity makes Glossier feel approachable and relatable, and it’s part of why it has such a loyal following.
For a brand to be relatable, it must speak the same language as its audience. This means understanding the values, desires, and challenges that your consumers face and speaking to them in a way that feels familiar and personal. This isn’t just about appealing to emotions; it’s about connecting on a deeper level, sharing a common understanding of the world and how it should be.
The brands that succeed in this are the ones that don’t try to be something they’re not. Whether it’s through humor, values, or lifestyle, they maintain a genuine connection with their audience. And this relatability isn’t just about making customers feel good in the moment—it fosters long-term loyalty by showing consumers that the brand understands them and shares their priorities.
The Emotional Impact of Shorthand Communication
As we’ve seen, shorthand communication—whether through slogans, inside jokes, or authentic brand voices—can foster trust, build loyalty, and create a sense of community. But there’s something even more powerful at play: the emotional connection that these shorthand elements trigger. Just like a pet name or an inside joke shared between friends, the shorthand brands use taps into deeper emotions that resonate with their audience, making them feel seen, understood, and valued.
Brands like Coca-Cola have mastered the emotional impact of shorthand through their feel-good campaigns. Their holiday ads, for instance, evoke nostalgia, warmth, and togetherness, creating an emotional connection that goes beyond the product itself. When consumers see the familiar red-and-white Coke truck, they’re reminded not just of the drink, but of the memories, feelings, and experiences associated with it. This emotional bond is what makes the brand feel like more than just a beverage—it becomes a symbol of tradition and happiness.
Similarly, Apple has built its brand on the emotional impact of simplicity and innovation. Every product release isn’t just about new tech; it’s about an experience that promises to make life easier, more intuitive, and connected. The emotional shorthand Apple uses—whether through its sleek designs or its aspirational marketing—makes consumers feel like they’re part of something cutting-edge and important. It’s not just about the product; it’s about how owning an Apple device can make you feel like you’re ahead of the curve.
Lessons for Brands: Developing Their Own Shorthand
Creating shorthand communication that resonates with an audience requires more than just clever wording or striking visuals—it’s about understanding your audience on a deep, personal level. Successful brands take the time to craft messages, experiences, and identities that align with their customers’ values and emotions, making them feel connected to the brand in a way that goes beyond the transactional.
1. Identify Core Values
For brands looking to develop their own shorthand, the first step is to identify core values. What does your brand stand for? Is it quality, authenticity, innovation, or something else entirely? Establishing a core set of values will guide your brand's communication and determine the emotional shorthand that resonates with your audience. Patagonia, for example, doesn’t just sell outdoor apparel—it sells an environmental movement. Every product, campaign, and message the brand sends reflects that core value, making it immediately recognizable and meaningful to its audience. Patagonia’s customers are not just buying a jacket; they are investing in a shared belief about protecting the planet.
Another example is Toms Shoes, which built its identity around the “One for One” initiative. For every pair of shoes purchased, one pair was donated to a child in need. The core value here is social responsibility, and it became part of the brand’s shorthand. Customers who bought Toms were not just getting a product; they were joining a movement of giving. This emotional shorthand spoke directly to their audience’s desire to make a difference, and Toms’ commitment to its cause made it easy for consumers to rally behind the brand.
2. Speak the Language of Your Audience
Next, speak the language of your audience. This doesn’t mean parroting buzzwords or industry jargon, but rather using a voice that resonates with the people you’re trying to reach. Language is a powerful tool in connecting brands to their audience. Glossier’s approach to beauty is a perfect example—by focusing on real, everyday beauty and embracing imperfections, the brand communicates in a way that feels authentic and relatable. It’s more than just a cosmetic product; it’s a shared experience with a community. Glossier’s use of user-generated content, such as photos of real customers on social media, reinforces this inclusive language and makes consumers feel like they are part of something bigger than just buying makeup.
Similarly, Nike has mastered speaking the language of motivation and empowerment. Their “Just Do It” slogan is more than just a call to action; it’s a rallying cry for athletes and non-athletes alike. Nike speaks to the inner drive and determination of its audience, using language that encourages perseverance. It taps into the audience's desire to push beyond their limits, making the brand feel like a personal ally in the pursuit of greatness.
3. Stay Consistent
Consistency is key when developing shorthand that resonates. Staying consistent with your shorthand—whether through a slogan, visual style, or tone of voice—breeds familiarity. Apple has done this exceptionally well by creating a cohesive experience that spans their product design, marketing materials, and even customer service. Consumers come to expect the same level of simplicity and innovation in every touchpoint with the brand, which reinforces trust and loyalty. Apple’s minimalist design, clear messaging, and seamless user experience all communicate the same values and keep the brand’s shorthand consistent across various platforms.
Consider Old Spice as another example of consistent branding. The brand has developed a humorous, bold, and memorable voice that cuts through the clutter of traditional men’s grooming products. From the “The Man Your Man Could Smell Like” campaign to the humorous social media interactions, Old Spice has built a personality that is instantly recognizable and consistent. This consistency across campaigns helps the brand maintain its identity while keeping customers engaged.
4. Embrace Authenticity
Finally, embrace authenticity. Customers can sense when a brand is being inauthentic or trying too hard. Brands that are genuine about their mission, values, and voice will build a deeper emotional connection with their customers. Dove’s Real Beauty campaign is an excellent example of authenticity in branding. Instead of using airbrushed models, Dove chose to showcase real women with a range of body types, skin tones, and ages. The campaign resonated deeply because it felt honest and true to the brand’s values of promoting self-esteem and embracing natural beauty.
Being authentic also means staying true to your brand’s promises. Warby Parker, the eyewear brand, offers a “Home Try-On” program where customers can try glasses at home before making a purchase. This simple yet authentic offering shows the brand’s commitment to providing a personalized experience, which builds trust with customers. Their transparent approach and commitment to giving back (for every pair sold, a pair is donated to someone in need) further deepens the emotional shorthand.
5. Make It Meaningful
Finally, successful shorthand creates meaning. It’s not just about being clever or memorable; it’s about connecting on a deeper emotional level. A brand that taps into its audience's core beliefs or desires will foster a shorthand that speaks to something significant. Whether it’s the pursuit of adventure (Patagonia), empowerment (Nike), or self-expression (Apple), the shorthand becomes an extension of the consumer's identity, making them feel like they are part of something bigger than just a transaction.
Summing Up
Shorthand communication—whether through slogans, inside jokes, or authentic brand voices—plays a crucial role in how brands connect with their audiences. Just like personal relationships, brands develop their own shorthand to communicate quickly and effectively, creating a unique identity that resonates emotionally with consumers. When done well, this shorthand fosters trust, loyalty, and a sense of belonging, transforming a brand from a product into a part of the consumer's lifestyle.
As we’ve seen with brands like Nike, Apple, and Patagonia, the key to successful shorthand lies in consistency, authenticity, and understanding your audience on a deeper level. Whether it’s through humor, shared values, or relatable language, brands that embrace these elements create meaningful connections that go beyond the transaction. They build communities, establish trust, and leave a lasting impact that keeps customers coming back.
In the end, brands that master their own shorthand language are not just selling products—they’re cultivating relationships, sparking emotions, and becoming an integral part of their customers’ lives. And just like a personal language shared between friends, these connections are what make a brand truly memorable.
At ThoughtLab, we understand the power of authentic, emotional connections in branding. By focusing on what truly matters to your audience and speaking their language, you can create a brand identity that resonates and stands the test of time.
