Believe it or not Language is actually the center of the Interactive Universe.
The problem is that it is not necessarily accessible in the vernacular that you may use.
Remember, your consumer's banana is not always the same variety that you may be used to. Some people only eat Plantains.
Never-the-less, own your words.

Know what you use to define you.

But, more importantly, understand the words that your actual customer defines you with.
Otherwise they may never find YOU.