Whiplash Team , February 23rd 2024

Verbal identity: the key to standing out in a sea of messages

Effective communication has always been crucial in branding, marketing, and advertising. In today’s landscape, where consumers are continuously bombarded with myriad messages, the need to stand out and be memorable is more important than ever for brands.

For brands, capturing consumers’ attention is an increasingly daunting challenge. The sheer volume of messages and information users receive across various platforms and media is staggering. From social media ads to billboards on the streets, the competition for a space in the consumer’s mind is fierce. In this context, a well-defined verbal identity is for brands a powerful tool.

What is verbal identity?

It refers to the brand’s tone of voice, writing style, vocabulary, and the messages it uses to communicate with its audience. It’s how a brand speaks and expresses itself across all touchpoints with its customers, from its website and social media to its advertising campaigns and customer service.

It helps express the brand’s values and personality. It plays a crucial role in differentiating the brand from the competition and positioning it in the consumer’s mind.

Elements of verbal identity

A strong verbal identity consists of several key elements, each designed to communicate specific aspects of the brand effectively:

• Naming: The brand’s name is the first point of contact with consumers and should be memorable and relevant.
• Tagline: The brand’s slogan summarizes its purpose concisely and memorably.
• Claim: The claim encapsulates the brand’s promise and what it offers to its customers.
• Voice and Tone: The brand’s voice and tone are how it communicates and its attitude towards its audience.
• Verbal Universe: This encompasses the brand’s entire vocabulary and writing style.
• Key Messages: These are the points the brand wants to highlight in all its communications.

Building an effective verbal identity

Constructing an effective verbal identity requires a strategic and coherent approach. Firstly, clearly defining the brand’s personality and values is important. This will serve as the foundation upon which all verbal communication of the brand will be built.

Next, the different elements of the verbal identity should be developed, ensuring they all work together to convey a consistent and unified image. Lastly, it’s crucial to test and refine the verbal identity over time, adapting it to remain relevant and resonant with the audience.

Examples of brands that have mastered their verbal identity include, among others, IKEA, known for its clear and simple style reflecting its focus on accessible and functional design; MailChimp, recognized for its friendly and humorous tone that resonates with its target audience of entrepreneurs and small businesses; and Nike, whose inspiring and motivating voice reflects its commitment to performance and personal achievement.

Step-by-step

• Research and definition: Understanding the brand’s personality, values, and target audience.
• Naming and tagline: Choosing the brand’s name is a key decision. It should be memorable and reflect the essence of the brand. It should be accompanied by a powerful tagline that conveys its purpose.
• Voice and tone development: Define the voice and tone the brand will use to communicate its messages to ensure consistency and authenticity.
• Verbal universe and key messages: Create a coherent set of words and messages that effectively communicate the brand’s story and values.

Standing out in a saturated market

For small and medium-sized businesses, a strong verbal identity can be invaluable in helping them stand out in a saturated market. By focusing on what makes them unique and communicating that clearly and convincingly, these companies can capture their audience’s attention and differentiate themselves from larger, established competitors.

Whether through a distinctive tone of voice, a memorable slogan, or key messages that resonate with their target audience, a well-developed verbal identity can be the deciding factor that drives a brand’s success in an increasingly competitive market, as each element of the verbal identity contributes to the brand’s image and perception in the consumer’s mind.

By investing in developing and building a strong verbal identity, brands achieve deeper and more meaningful connections with their audience and position themselves for long-term success.