Inclusive Language Isn't the Same as Community Language

Many brands use themed language to make themselves more memorable. Whether your brand is inspired by the seaside, space, travel or sport, a strong theme can create personality and help people feel part of a community.

But themed language isn't always inclusive language.

When references, metaphors or in-jokes become too specific, they can confuse people, exclude potential customers or make your message harder to understand. In this article, I'll explore the difference between community language and inclusive language, why it matters for accessible brand communication, and how to strike a balance between creativity and clarity..

What Is 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.

How Themed Language Can Exclude 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 Difficult to Understand
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 people
If every sentence leans into the theme, the actual message risks getting lost in what becomes verbal clutter.

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.

Check Out My Brand Audit

If you're trying to appeal to everyone, there's a good chance your brand has become less memorable in the process. My Brand Audit reviews your messaging, positioning, website and visual identity, helping you uncover exactly where your brand is creating confusion and how to make it clearer.

Find out what's included in the Brand Audit.

FAQs

• What is inclusive language?

  Inclusive language is language that aims to be respectful, clear and welcoming to as many people as possible. It avoids unnecessary assumptions, stereotypes and wording that could exclude or offend certain groups. Inclusive language isn't about removing personality from your writing – it's about communicating in a way that more people can understand and relate to.

• Can themed branding still be inclusive?

  Yes. A themed brand can absolutely be inclusive. The key is using themed language intentionally rather than in every sentence. Keeping important information, calls to action and instructions clear means you can maintain your brand personality without making your content harder to understand.

• How can themed language exclude people?

  Themed language often relies on cultural references, metaphors or shared experiences that not everyone recognises. People from different countries, those who speak English as an additional language, or people with different communication preferences may not understand the references in the same way, making your content less accessible.

• Does inclusive language mean avoiding creativity?

  Not at all. Inclusive language and creativity can work together. A distinctive brand voice can still use humour, storytelling and personality while making sure the core message remains clear and easy to understand.

• How can I make my brand language more inclusive?

  Start by reviewing your content from your audience's perspective. Ask yourself whether references, idioms or metaphors are essential, whether your calls to action are written in plain language, and whether someone unfamiliar with your industry or culture would still understand your message. Small changes can make your communication more accessible without losing your brand identity.