In this tumultuous election, word choice is everything. You may have noticed how the single use of the word “weird” when Democratic nod for Vice President Minnesota Governor Tim Walz referred to Republican Presidential Candidate Donald Trump and his running mate J.D. Vance as such sparked outrage from conservative Republicans. Trump’s response was to call the Democratic Presidential Candidate Kamala Harris and her team “weird” right back. Since their campaign strategy and values are vastly different, you can’t help but wonder what does the word “weird” actually mean then?
@demgovs While Republican governors try to ban Charlotte’s Web in their schools, Gov. Tim Walz is banishing hunger from Minnesota schools. That’s the contrast right now between GOP Govs and Dem Govs. #democrat #democratsoftiktok #politics #bookbans #voteblue #governor #vote #politok ♬ original sound – Democratic Governors
When you think about it, the word “weird” is so versatile. It can have positive, negative, and even neutral connotations depending on its use. The word can be used to describe something as less desirable or strange, as something supernatural or paranormal, as something unusual or odd, or as something unique and special like a badge of honor. The key point here is how the word is used is what changes its meaning. In this instance, while the Trump campaign team may not have liked being called “weird,” the use of the word and their subsequent response helped to change the narrative around conservative Republicans and consequently catapulted the Harris team’s campaign to the forefront. Everyone from both sides of the aisle are talking about it.
Politics aside, from a PR standpoint this is a good reminder to us all to choose our words carefully. Whether it’s determining a new name or tagline for an organization, participating in a media interview, sharing a quick thought on social media with a limited character count or just having a conversation at the dinner table with friends, it’s not only what we say but how we use our words that matters. To prevent miscommunications and misunderstanding, we must stay true to our brands, know our audience and be intentional with our words.
While the above scenario is an example of what can spiral when a word is used with a negative connotation, here are two examples of when our clients’ word choices went right.
Illuminated: How the Past Informs the Future
In a past blog post, I highlighted the rebranding of the Old North Foundation, which operates Old North Church & Historic Site, to Old North Illuminated as a great example of what goes into an organization’s name change. As the nonprofit sought to strike a balance between preservation and longtime relationships with donors and congregants while adhering to the institution’s commitment to build a more equitable and just world, words truly mattered. After a process of strategic planning and surveying, the historic site settled on the new name – Old North Illuminated – paired with the tagline “let history light the way.” In this case, the words “Old North” coupled with the word “Illuminated” acknowledge the national landmark’s legacy and how lessons learned from its 300-year history help to inform our future, which directly ties into the organization’s recent efforts to share untold stories of 18th and 19th century Black and Indigenous congregants to more accurately tell the story of Old North’s place in American history. This word choice was a hit!
Uncornered: A New Word, a Big Idea
Back in 2018, College Bound Dorchester rebranded to Uncornered and Teak Media develop a narrative around the nonprofit’s work to end generational cycles of poverty and urban violence. The Uncornered Photo Project displayed on Boston Common and the Seaport explained the new name by featuring large photos and stories of both famous figures, like Boston Mayor Michelle Wu and New England Patriots legend Devin McCourty, alongside the justice-impacted people Uncornered serves, each reflecting on a time they felt “cornered” in their lives and needed support to overcome challenges and become “uncornered.” The name also evokes the idea that people need to “uncorner” their minds – or shift their perspectives on gang involved youth – to believe in their ability to positively change the world by helping them move away from street corners and toward better opportunities in college and jobs. The new name is also flexible enough to be used for multiple locations as the organization scales and is unique enough to be easily found in a google search – another great word choice!
If your organization is looking to revamp its messaging, don’t be “weird” (see what I did there, ha?). Jokes aside, we can help! Check out Teak Media’s list of services here.
