Parliament | Word Of The Year
The Power of One Word: When Personal Intention Meets Brand Power
It's that time of year when social media floods with "word of the year" declarations. And while it might be tempting to dismiss this as another trendy ritual, let's talk about why this practice hits closer to the heart of brand development than you might think.
My word for 2024? Brave.
Not because it sounds good on Instagram, but because it's the foundation of everything we're building, breaking, and becoming.
The Parallel Between Personal Words and Brand Power
Think about it: When you choose a word for the year, you're not just picking a random combination of letters. You're articulating an intention, a north star, a filter through which every decision will pass. Sound familiar? That's exactly what we do when we develop a Brand Being.
Just like your chosen word becomes a lens through which you view your year's choices, your brand essence becomes the filter through which every business decision flows. It's not about looking good—it's about being intentional.
Why "Brave" Isn't Just a Word—It's a Business Revolution
In one of our recent newsletters, we talked about the art of female rebellion and how playing nice isn't serving us anymore. When only 1.7% of women-owned businesses break the million-dollar ceiling, being brave isn't optional—it's essential.
Brave means:
Setting prices that reflect your worth, not your fears
Letting go of relationships that aren’t serving you
Speaking truth even when it drives some people away
Standing firm in your values when the market suggests you should bend
The Language of Intention
Remember when we said "language gives intention to intuition"? That's exactly what choosing a word of the year does. It takes all those fuzzy feelings, those midnight inspirations, those gut instincts about where you need to go, and gives them shape. Form. Power.
Just like in our Brand Being Method, when you name something, you give it life. You make it real. You make it actionable.
From Word to World-Changing
Here's what happens when you choose a word with intention:
1. It becomes a filter: Every opportunity, decision, and challenge gets measured against it
2. It creates clarity: When you know your word, you know your 'no'
3. It builds courage: Named intentions have a way of demanding action
4. It attracts alignment: Your word becomes a beacon for others who share your values
Your Turn: Making Your Word Work
Whether you've chosen your word for 2024 or you're still searching, here's how to give it brand-level power:
1. Define it deeply: What does this word mean specifically for you and your business?
2.Make it visible: Put it where you'll see it daily — Canva will make a wallpaper in about three seconds flat
3. Use it as a filter: Let it guide your decisions, big and small
4. Share it strategically: Let your team and community hold you accountable
5. Track its impact: Notice how it shapes your choices and transformations
The Brave Way Forward
At Hoot, we're not here to change how the world sees you—we're here to change how you see yourself. And sometimes, that starts with a single word. A word that becomes a mission. A mission that becomes a movement.
My word for 2025 is BRAVE because I need a constant reminder that I am brave and a reminder to lean into that this year.
Let's make 2025 the year where our words become our reality and our intentions become our impact.
Artwork by Nya McClain, article by Senior Art Director, Bri Thomas
