Community language doesn’t mean inclusive language…

I'm talking about inclusive language (again) — this time in relation to themed brands.

Let me start by saying that themed brands can be absolutely brilliant. They give you a creative hook, help people feel part of a community, and add personality to your content.
But as usual with anything creative, there's tension here: community-driven language doesn’t always mean inclusive language.

What do I mean by a themed brand?

A themed brand is built on a setting or aesthetic, like beach, summer, space, or nautical. The theme shapes the visuals, tone, and mood — think palm trees, anchors, or rocket ships scattered across all touchpoints.

Imagine a copywriter with a basketball theme:

By the way, I don’t know anything about basketball — that’s why I’m using it as an example, because none of it makes sense to me!)

• Their logo is a basketball hoop

• Their brand name is Courtside Copy

• Their website feels like stepping into an arena, with scoreboard graphics, CTA buttons that sound like training cues, and typography that looks fit for a basketball vest

• Their copy is filled with phrases like “Slam dunk results”, “Don’t let your socials airball”, or “Run a full-court press on your marketing”

It’s clever, immersive and memorable — exactly how a themed brand should be.

When themed language excludes people

Themed language often relies on in-jokes, metaphors, or cultural references. This can create a sense of belonging for some but create huge barriers for others.

Here’s how it shows up in our fictional basketball brand:

1. Cultural references don’t always travel
If you didn’t grow up somewhere basketball is popular, phrases like “alley-oop”, “buzzer beater”, or “sixth man” may sound like nonsense.

2. Figurative language can be confusing
Neurodivergent people can sometimes find figurative language harder to interpret. Not everyone reading your content will have English as their first language either. Expressions, metaphors, and idioms can be much harder to understand if you’re not fluent.

3. Group identity language can feel exclusionary
I need to drop the basketball example for this one — but religious, political, or culturally sensitive themes can alienate people quickly. Even if you don’t mean harm, metaphors tied to faith, belief systems, or cultural stereotypes can come across as careless or disrespectful.

4. Over-theming can overwhelm
If every sentence leans into the theme, the actual message risks getting lost in what becomes verbal clutter.

Bottom line

Themed language is great for personality — but not if it gets in the way of clarity or inclusion (or worse, offends people).

What's the alternative?

A theme works best when you use it with intention and moderation. Not every instruction or call to action needs to be themed.

• Keep messaging as clear as possible

• Use plain language when possible (especially calls to action and button text)

• Adapt tone depending on the context (terms and conditions, legal info, explanations, instructions)

For example:

Where Courtside Copy might say:
“Let’s run a full-court press on your launch.”

They could also say:
“Here’s a focused strategy to help your launch succeed.”

Both work. One leans into personality, the other accessibility.

The takeaway

The challenge — and the opportunity — is to find a balance. You can use themes and playful language to make your brand memorable, but it’s worth asking:

• Will everyone understand this reference, and when is it okay if they don’t?

• Does this phrase add personality or cause confusion?

• Could someone feel left out by this choice of words?

• Could someone be offended by this choice of words?

Inclusive language doesn’t mean you remove creativity. But why not make your creativity enjoyable for more people, not fewer?

I know, I know, I know — it depends on who your audience is and what your goals are. Maybe Courtside Copy is built for basketball players. But even then, it pays to be mindful. Things like English as a Second Language, location-specific references, and the need for plain, accessible language can all affect how your message lands.