How can companies develop a distinctive language style? How can a consistent and coherent corporate code be achieved? How can I reach my dialogue partners and present a sympathetic, convincing overall image? This book provides clear and easily understandable answers to these important questions. The author combines insights from psychology and linguistics with practical methods of brand management and explains the background behind the impact of corporate language and its significance for corporate identity. Using the directly applicable tool "Corporate Code Marker," he demonstrates how you can develop a company-specific language yourself. With numerous practical examples, before-and-after exercises, and an illustrative case study that represents the complete process of corporate code development and application. A useful book for companies.