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Market Your 10 Products Through 1 Common Brand Language

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The success of your company or brand depends on the effectiveness of communication or conversation you have with your customers. Ultimately, it cautions you that you have to be very careful and intelligent in framing your ‘language’. Also, you need to be very clear about the strategic use of your language at brand and product levels. Should we use different brand language to market all our products? Or could there be any advantage of using 01 common brand language for all our products?  Lets understand from the following two examples.

Every company needs to have a hardcore value based belief system, on which it has to act to achieve excellence. Before they define and realize their belief system, they have to set their identity with technology, process and product. It means they need to specify their topics to communicate and deliver. For example, Videocon’s topic ranges from ‘Electronics to Energy’ and their belief system revolves around their passion to maintain the highest international standards of excellence through quality, technology and innovation. The strong believe that their customers would continuously ‘Experience change’, has guided their thoughts, decisions and actions. It has helped Videocon to emerge as a powerful corporate-brand in the local and global market space, with its wide range of products in the categories of television, washing machine, air conditioner, refrigerator, microwave oven and numerous other home appliances. Some of its popular brands are Sansui, Toshiba, Electrolux, Akai, Kelvinator, Kenstar Etc.  A company may have different businesses, products and processes, but it cannot have different value and belief system. Here, the essence of a brand is ‘building a common identity’. It means setting a common umbrella and take every product under its shadow. It means to communicate in a single brand-voice.


(Fig.1. Experience Change: Videocon’s CBL for all products)

Similarly, the brand McDonald’s topic is ‘food and beverage’ and its belief system is to win customers’ trust, everyday by respecting them and delivering outstanding quality, service and value’. When this belief system is philosophically and functionally integrated with the topic you deliver, you emerge as a brand. McDonald offers five famous products, such as Mac Fries, Mc Veggie, Mc Chicken, Chicken-Maharaja-Mac and Filet-O-Fish. The each and every product has its own compositions, shapes or look, making process and serving process. However, McDonald communicates in a single brand-voice, i.e. “Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at great value. Our goal is outstanding QSC&V for each customer every time.”


(Fig.2. McDonald’s Products)

The Common Brand Language has several advantages, which are as follows:

  1.  In the age of digital media, a common brand language helps you to establish your authenticity and credibility in the market.
  2.  Your identity in different social media platforms becomes transparent and hence reduces the risk of your ‘identity crises’ among the customers and page traffic.
  3.   Best SEO results.
  4.  Helps in creating more page traffic and thus better rate of engagement.
  5.  CBL sustains and strengthens your ‘product eco-system’ and thus helps you to gain better competitive advantages.
  6.  Initially, it increases the number of traffic on your site or page. Then, you can earn optimize their engagement based on your inbound strategies.
  7.   It improves your popularity on the social media platforms.
  8.   It helps you in better brand positioning in the market.


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Have not yet given up my learning spree. Recently doing internship at Digital Vidya.

  • inbound-marketing

  • There is 1 comment

    • 5 years ago

      Indrajit Goswami   /   Reply

      An addition: CBL helps in improving the audience connectivity over different digital and social media space. The brand is easily identified and recognized by the people. Also, it improves the bond between the brand and people.

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