You may have noticed we quite like words, and we’ve decided it’s about time words took their rightful place alongside design as a key part of branding. We’re carving a not-so-little niche as verbal identity specialists. Find out what exactly verbal identity means, and what role it plays in building a successful brand…

Think brand, and you’ll probably think visual identity first. Logos, colours, fonts, stationery, signage and all other aspects of design help to create a consistent image of a brand, triggering associations and making sure the organisation literally looks good.

However, verbal identity is now also increasingly recognised as crucial to brand recognition – and success. Companies such as Innocent or Lush have demonstrated just how effective verbal identity can be in capturing the interest and imagination of customers, helping them to engage with the brand (and, of course, encouraging them to actually buy their scrummy products).

So, what exactly is verbal identity?

Verbal identity, tone of voice, brand language – all these advertising industry terms boil down to one thing: what your brand literally says about you. And it’s all – you’ve guessed it – down to words.

These words feature in all your communications, from your company literature (brochures, flyers) to your online presence (website, blog) and even to your letters and emails.

Words are the substance behind your image, the persuasive element of your brand. Your visual identity may attract customers, but it is your verbal identity that will ultimately convince them to do business with you… or not.

How do you define your verbal identity?

A well established style guide, such as The Economist’s style guide, provides the basics of accuracy and consistency. To this, you can add elements such as terminology that is relevant to your clients and industry.

However, verbal identity goes far beyond a technical style guide; nor does it need to restrict you, focusing on what you don’t say. Instead, it should help you to think about how you can best use words to create and reinforce a particular impression of your company.

Think of your company as having a personality. Now define that personality: formal, informal, quirky, informative, entertaining, reliable, borderline insane, etc. This personality should both represent your company values and appeal to your target customers. It should also be individual, marking you out from your competitors.

Now think: how does that personality speak? What does it have to say that is unique, and how would it say this in the most effective way? This should be the “tone of voice” that you strive to achieve in all your communications.

Get these basics right and you’re well on the way to creating a unique and consistent verbal identity, boosting your brand, engaging your target audience and creating a loyal customer base.

Want to know more? Contact us for a chat about how to make your company’s voice unique – and more effective.