Brand health02 / 03

Build your brand messaging in your customers' words.

See which words, claims and proofs your audiences actually repeat, and which ones never leave your presentations.

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By the Licter analysis team · Updated

What you get

  • The vocabulary your market uses, ranked by traction.
  • The claims that get repeated and those that do not land.
  • The proofs that make a message credible.

Trusted by 50+ organisations · 160+ projects since 2022

The question we get

“Which words do our customers use to talk about us?”

Today, you seeWhat is missing

  • A brand platform written internallyThe words your customers actually use
  • Claims repeated in every campaignWhich ones get repeated, and which do not land
  • Expensive message testsA grid based on the real conversation

What you receive

Brand lexicon

We set your brand platform against the real conversation of your category. We rank words, claims and proofs by traction, for you and your competitors, to see which ones travel and which ones stay in your presentations.

  • The vocabulary your market uses, ranked by traction.
  • The claims that get repeated and those that do not land.
  • The proofs that make a message credible.
  • A grid to test your next messages.
Get a real case of this kind
Brand lexiconThe words your public picks up, and those it ignores

Adopt

  • silence92
  • boot space78
  • running cost71
  • comfort64

Drop

  • 0 to 62 mph14
  • disruptive9
  • premium11
  • connected18

Traction: share of conversations that pick up the word, out of 100.

Source: Forums, reviews, social · 12 months · 210,000 postsLicter · p. 9 / 24

How it runs

  1. Day 0Framing

    We start from your brand platform and current messages.

  2. Day 3Collection

    We collect the conversation of your category and competitors.

  3. Day 7Analysis

    An analyst ranks words and proofs by traction.

  4. Day 10Decision

    We propose a vocabulary to adopt, and one to drop.

Indicative timings for a first read; continuous monitoring starts as soon as framing is done.

What we read

  • Customer conversation
  • Search
  • Competitors
  • Generative AI

They talk about it, and a typical case

51:29 “Advocacy is overtaking influence.” L'Oréal · C. Besson

Typical case · illustrative figures

A carmaker highlights its EV's acceleration.

Its customers mostly talk about silence, boot space and running costs.

Our recommendationRewrite the family messaging around those three words.

The real figures of a comparable engagement, anonymised: get a real case 

  • Messages that landYour messaging uses the words your customers already use.
  • Fewer rounds with the agencyA brief built on evidence, not hunches.
  • Ground your competitors do not holdThe unclaimed claims of your category show up clearly.

And for you?

Get a real case of this kind, in your sector.

Anonymised, sent by a consultant within 48 hours. To see what the read actually gives for a company like yours.

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Rather read first? The guide to the 12 questions 

Frequently asked questions

Do you work with our agency?

Yes: we give them the material, they write. It is often the best pairing.

Can a message be tested before launch?

We can measure its chances: do its words and proofs match those already travelling?

How long does it take?

A few days for a first read, two to three weeks for a full piece of work.

Which of these questions is yours?

Leave your email or phone number. A consultant calls you back within 30 minutes on weekdays to talk it through.

A consultant, not a sales team. Weekdays, 9am to 7pm.

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  • 160+projects since 2022
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