Supermarkets and language

Supermarkets are 56 per cent generic in their use of language, using words such as ‘customers’ and ‘products’, according to consultancy Lingua Brand, which uses analytics to gauge the verbal identity of a brand by looking at its communications and comparing it with competitors in that sector.   

However, there are wide variations across retailers, with Aldi, The Co-operative and Morrisons being the most distinctive in their use of language, and Tesco, Marks & Spencer and Sainsbury’s being the most generic.

When comparing Tesco, which is 75 per cent generic, and Aldi, 73 per cent distinctive, the two differ in tone and brand language when benchmarked against the supermarket sector as a whole.

Aldi’s most used words are distinctive ones, such as ‘awards’, ‘prices’ and ‘best’, whereas Tesco uses ‘customers’ and ‘products’ much more.

When looking at tone, Tesco is more feminine, affinitive and much more ‘collectively socialised’, valuing groups and community. It is especially clear at delivering its brand language.

Meanwhile, Aldi’s tone of voice is also affinitive, more positive than average and how it communicates with people echoes its focus on money matters.

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