How do you describe your brand? Check your adjectives.

Before you can even begin to write or talk about your business or brand, you need to frame your message. Framing includes the context of what you’re trying to say. It’s not the nuts and bolts, it’s the accessories. It can be the descriptive words you use to influence readers, the tone of voice you write in, or even the design elements such as color and font choice that shape how a person perceives the message.

Earlier this month, Apple released the newest version of its iMac. Philip Elmer-DeWitt reported on Fortune.com that the official press release included 80 adjectives in 10 paragraphs. That’s a lot of framing adjectives. The eight most often used were “new” (13 instances), “all-in-one” (4), “suggested” (4), “innovative” (3), “powerful” (3), “high performance” (3), “next generation” (3) and “quad-core” (3). Notice that three of those adjectives suggest newness.

That got me thinking about word choice and how other popular brands are framing their messages in their press release boilerplates — those summaries of businesses that fall below the most newsworthy bits of information in a press release. Here are a few that I found, with adjectives and adjectival phrases (apologies to the English teachers for any mistakes) in boldface.

About Travelocity Global

Travelocity® is committed to being the traveler’s champion — before, during and after the trip – and provides the most comprehensive and proactive guarantee in the industry (http://www.travelocity.com/guarantee). This customer-driven focus, backed by 24/7 live phone support, competitive prices and powerful shopping technology has made Travelocity one of the largest travel companies in the world. Travelocity also owns and operates: Travelocity Business® for corporate travel; igougo.com, a leading online travel community; lastminute.com, a leader in European online travel; and ZUJI, a leader in Asia-Pacific online travel. Travelocity is owned by Sabre Holdings Corporation, a world leader in travel marketing and distribution.

About Infiniti

Infiniti offers a full-line of luxury performance automobiles, including the G Coupe, Sedan and Convertible, M sedan, EX and FX crossovers, and the QX full-size SUV. More information about Infiniti and its Total Ownership Experience® can be found at www.InfinitiUSA.com.

About Tyson Foods

Tyson Foods, Inc., founded in 1935 with headquarters in Springdale, Arkansas, is one of the world’s largest processors and marketers of chicken, beef and pork, the second-largest food production company in the Fortune 500 and a member of the S&P 500. The company produces a wide variety of protein-based and prepared food products and is the recognized market leader in the retail and foodservice markets it serves. Tyson provides products and service to customers throughout the United States and more than 100 countries. The company has approximately 115,000 Team Members employed at more than 400 facilities and offices in the United States and around the world. Through its Core Values, Code of Conduct and Team Member Bill of Rights, Tyson strives to operate with integrity and trust and is committed to creating value for its shareholders, customers and Team Members. The company also strives to be faith-friendly, provide a safe work environment and serve as stewards of the animals, land and environment entrusted to it.

How is your message being framed? Be sure it’s telling the right story.