Verbal identity: the key and the language that defines and differentiates your brand for effective communication with your customers.
Hello! In this blog, I will explain everything you need to know about a company's verbal identity. Verbal identity is the use of a specific, tailor-made language that is expressed through words. It is a way of recognising a brand, just like a logo. Verbal identity is the set of rules, tones and styles used in each of a business' messages, both when addressing customers through any digital media and in internal communication between departments.
First of all, what is a verbal identity and what are its components?
Verbal identity is the use of a specific, tailor-made language that is expressed through words. Think that, by building your brand's verbal identity, you are creating a unique language, and all texts should be written in the same language. It is a way of recognising you, just like the logo. There are brands that we quickly identify when we see the logo, and a good verbal identity also makes you stand out in a matter of seconds.
The components of verbal identity are:
- Tone: Tone is the attitude the brand adopts in its communication. It can be formal, informal, friendly, serious, etc.
- Voice: Voice is the personality of the brand. It is the way the brand expresses itself and communicates with its audience. For example, on social media, the brand will use emojis or not.
- Language: Language is the set of words and phrases the brand uses to communicate. It should be consistent with the personality of the brand and the tone that has been chosen. For example, a brand aimed at young people... would not say "Dear Ladies and Gentlemen".
What are the benefits of having a verbal identity and a verbal identity manual?
Verbal identity is important because it helps companies communicate effectively with their audiences. A strong and well-defined verbal identity allows the brand to distinguish itself from the competition and to be easily recognised by customers. In addition, a coherent and consistent verbal identity across all communication channels helps to build a strong and reliable brand image.
A verbal identity manual is a guide that sets out the rules for the use of brand language. This manual should include information on the tone, voice and language (it can also include naming rules in case the company creates a new product in the future) to be used in different situations. The benefits of having a verbal identity manual are:
- Consistency: A verbal identity manual helps to ensure that the brand is communicated consistently across all communication channels.
- Efficiency: A verbal identity manual helps save time and resources by establishing clear rules for the use of brand language.
- Differentiation: A verbal identity manual helps the brand distinguish itself from the competition and build a strong and trusted brand image.
Why is a verbal identity so important for any brand?
Verbal identity is important because it helps companies communicate effectively with their audiences. A strong and well-defined verbal identity allows the brand to distinguish itself from the competition and to be easily recognised by customers. In addition, a coherent and consistent verbal identity across all communication channels helps to build a strong and trustworthy brand image.
And if we don't take it into account, what could happen?
If a company does not have a strong and well-defined verbal identity, it may have problems communicating effectively with its audience. This can lead to a confused and unclear brand image, which can negatively affect customer perception of the brand. There may be companies that are successful without having their own verbal identity, but this is rare (or at least I don't know of any). In general, successful companies have a strong and well-defined verbal identity that allows them to communicate effectively with their audiences.
Case studies
- Coca-Cola: Coca-Cola's verbal identity is characterised by a friendly and approachable tone. The brand uses simple, easy-to-understand language to communicate with its audience. Like "Open Happiness", "Coca-Cola refreshes you best" or "What you want is a Coke".
- Apple: Apple's verbal identity is characterised by a sophisticated and elegant tone. The brand uses precise, technical language to communicate the quality and innovation of its products. "Think Different".
- Nike: Nike's verbal identity is characterised by a motivational and energetic tone. The brand uses inspirational and emotional language to communicate its commitment to sport and self-improvement. "Yesterday you said tomorrow. JUST DO IT."
How is a verbal identity built?
Building a verbal identity is a complex process that requires a deep understanding of the brand and its target audience. To build a strong and coherent verbal identity, the following steps are necessary:
- Define the brand personality: It is important to define the brand personality before starting to work on the verbal identity. The brand personality should reflect the company's values and mission.
- Define the brand tone and voice: Once the brand personality has been defined, it is important to define the tone and voice to be used in communication. The tone and voice should be consistent with the brand personality.
- Define the brand language: The brand language should be consistent with the brand personality, tone and voice that have been defined. It is important to use clear and simple language that is easy for the target audience to understand.
- Create a verbal identity manual: A verbal identity manual is a guide that sets out the rules for the use of brand language. This manual should include information on tone, voice and language (it can also include naming rules in case the company creates a new product in the future) that should be used in different situations.
A professional brand designer has the experience and expertise to create a verbal identity that reflects the company's values and mission and is consistent across all communication channels. This is why it is important to hire a professional brand designer to build a strong and consistent verbal identity.
What materials and resources can help you understand it better?
If you are interested in the topic, there are many resources available that can help you understand the importance of verbal identity and how to build it. Some of these resources are:
- Books: There are many books available that deal with verbal identity and brand design. Some of the most popular books are "Designing Brand Identity" by Alina Wheeler and "The Brand Gap" by Marty Neumeier.
- Online courses: There are many online courses available that deal with verbal identity and brand design.
In conclusion, verbal identity is a fundamental part of brand identity. It is the use of a specific, tailor-made language that is expressed through words. Verbal identity is important because it helps companies communicate effectively with their audiences. A strong and well-defined verbal identity allows the brand to stand out from the competition and to be easily recognised by customers. In addition, a coherent and consistent verbal identity across all communication channels helps to build a strong and trustworthy brand image.
A verbal identity manual is a guide that sets out the rules for the use of brand language. This manual should include information on tone, voice and language (it can also include naming rules in case the company creates a new product in the future) to be used in different situations.
I hope this blog has been useful for you. If you are interested in getting more information like this I suggest you follow me on my social networks or subscribe to my newsletter for more informative content.
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