Every brand has its own language. Terms created that have been used, modified, and ingrained into a company’s core year after year. Brand language can be words and even images aimed to define a company’s purpose, tone, or explain its products or services.


Internally, using brand specific language can be a way to create and shape company culture. Ever been to a corporate retreat? Yeahhh. Something like that. 

It can also be a way to quickly get your point across using acronyms and other abbreviations. 

For Stacks, it’s VAL, as in, “I’ve uploaded that asset to the VAL.” Our Chief Library Architect and Co-Founder, Robert Boag, probably started that one, but now we use it like it’s a second language. 

Once your team naturally begins speaking and using random words or abbreviations that if spoken outside your office walls would result in a big, “huh?!”, you know you’ve done something right. 


Now that everyone is in with your company language and is on the same page, these terms can also be used to create certain standards for visual asset management.

We suggest taking some time to really consider your company language. Think about how you and your team communicate. Write down anything that stands out.

For metadata purposes, all these terms you just wrote down should now be compiled into what we call a master keyword list and applied to all of your visual assets.

Because metadata makes your visual assets searchable, and because your team now has a deep understanding of your brand language, as they sit down to search for that perfect asset for their next campaign, they’ll know exactly what to write in that search bar and BAM! the perfect asset in minutes.


So, you’ve defined the language that has built your culture and turned those terms into a powerful keyword list so your metadata game is on point. Each are very internal benefits to having a strong company language, but there may come a time when outsourcing is inevitable.

In such case, already having a list prepared of terms a freelancer or consultant may see when working with your brand will be huge. Remember, a third party might shoot that, “huh?!” look when you tell them to go check the “VAL”.

For Stacks, we love when a brand has a clear definition of who they are and understanding of how their team interacts, but we have heard, “Our language is too complicated for a consultant to come in and make changes now.”

First let’s say, we’ve seen it all and we’ve crushed it all.

Language for outsourcing can be complicated, but it certainly doesn’t have to be. The key here? Preparation.

We’ve helped multiple brands take back control of their visual asset organization, baby steps at a time.

The steps are simple, but compounding.

Taking the time to simply write down terms your team uses most often may seem trivial, but if you’re serious about getting your visuals organized once and for all, the task will be invaluable.

And if you know it’s time, but just aren’t sure where to start, shoot us a message! We’re always here to help.