logologologologo
  • Services
    • Professionals
    • Employees/Groups
  • About
  • Contact us
  • Blog
  • HE
  • Services
    • Professionals
    • Employees/Groups
  • About
  • Contact us
  • Blog
  • HE
Main English Menu
  • Services
  • About
  • Contact us
  • Blog
  • HE
✕
The Confidence of Kings
September 1, 2018
No Conundrums Here
July 25, 2019
Published by Ilana Barda at July 17, 2019
Languages
  • Uncategorized
Skill level

We’re always being told to “Live in the Moment”. 

Some of my clients take this a little too literally.

When I ask them to describe their role, or what their company does, they might answer “I’m running the Sales Team” or “My company is designing software for the construction industry”. 

To a native English speaker, this conveys a pretty weak message – as though they’re only doing it at the moment. It’s temporary. That’s what the Present Progressive conveys.

If you circulate at a party/networking event full of Native English speakers, you’ll hear the following a lot: “What do you do?”  The answer will sound something like “I run the Sales Team at Company X” or “My company designs construction software”. 

This sends a far stronger message: “This is who I am/we are.” 

This is what the Present Simple is all about. Definition. Identity.

It’s interesting to note that many of the world’s most well-known, successful brands will frequently use the Present Simple in their advertising campaigns: 

Coca-Cola: “Coke Adds Life” (rather than “Coke is adding Life” – like, now? This week? How long for, exactly?)

Avis: “We Try Harder”

Levi’s: “Quality Never Goes Out of Style”

The running theme here is: “This is who we are. This is what we’re all about.” It’s branding to the max.

So – whether you’re describing what you do, or what your company does: for high-impact branding that sticks, stick to the Present Simple. It wins every time.

Share

Related posts

January 15, 2023

Four Foolproof Ways to Ace your Next Presentation


Read more
January 10, 2023

Why You Don’t Need to Relocate to Improve your English


Read more
December 28, 2022

You Keep Using That Word…


Read more
Contact Us via Email, LinkedIn or Phone 052-5758811
© 2018 Barda Business English. All Rights Reserved.
  • Services
  • About
  • Contact us
  • Blog
  • HE