Standing out is an important part of getting and keeping people's attention. Words can help you get noticed. Having a lexicon that is unique to your organization will help. A lot. That way, your organization will have a unique, yet consistent, voice.

1. Tool: Organizational Lexicon
A lexicon is a set of words used by a person, organization or group. By creating your very
own lexicon, you up the odds that you’ll use words that make you stand out from the
crowd. And standing out from the crowd is a good thing when it comes to marketing!
HOW TO USE THIS TOOL:
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• Start by picking adjectives that best describe your organization. This is a simple
way to define your brand personality. For instance, one organization might be
thoughtful, compassionate, and diverse while another is ambitious, irreverent and
forward-focused. The words these two organizations use should reflect their unique
personality. (This step is most effective when you get input from your whole team.)
• Pick verbs, nouns and adjectives that align with your brand’s personality.
• Identify words that everyone in your organization will avoid. For instance, you might
decide that ‘awesome’ isn’t professional enough or that ‘vital’ is overused.
• Share the lexicon far and wide! The more people know which words to use and which
to avoid, the more consistently you’ll stand out from the crowd.

2. Organizational Lexicon
Our name is:
STEP #1: WRITE THE THREE WORDS THAT BEST DESCRIBE YOUR ORGANIZATION
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2
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STEP #2: LIST VERBS, NOUNS, AND ADJECTIVES EVERYONE SHOULD USE.
VERBS
Nouns
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STEP #3: ADD WORDS TO AVOID.
adjectives

3. We hope you found this toolkit useful!
Here are two other tools to help you market your mission:
Pitchfalls: why bad pitches happen to good people
1, 2, 3 Marketing Tree
Thanks for making the world a better place,
The Claxon Team
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www.claxonmarketing.com
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info@claxonmarketing.com
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347.766.6485