The harsh truth is that identity guidelines mean nothing to people. We can explain over and over again how the book of guidelines sets the rules how to use and how not to use the logo and other visual elements and that it is the foundation of consistency and therefore professionalism. Nope, zero.

Personally, I’m not happy with the term copywriting. Or better to say, I’m fine with it when it needs to describe those see-through ad-sy texts luring you to buy stuff, but what is the word for the writing that is smart, creative, witty but still commercial? I miss the term for those verbal identities you create for a company or a brand that are original, fit the company’s image and true values (whatever they might be) and in the long run become their unique communication style. The ones that don’t sell you anything but just communicate to you. It’s not copywriting. It’s not creative writing. Is it wordsmithing? Or verbal identification? Or specific writing?

The answer to almost every question to clients to list characteristics of their company includes the word “quality”. “Our work meets the highest standards of quality.” “We produce high-quality products.” “What sets us apart from others is quality.” Apart from quality, we often get “professionalism” and “reliability”, but let’s get back to quality. It deserves a special treatment.

It seems to me that words like “good”, “nice”, even “happy” are becoming extinct. Everything needs to be “excellent” these days. People need to feel “ecstatic” or “thrilled”, everything less than that isn’t considered well enough. If you comment on a film or a band that it’s “good” - it definitely has to be a euphemism and you really think that it’s not much but want to be polite. “Good” always assumes a “but” following it. Why? Why and when did it occur?