How do you create a verbal identity?
As mentioned earlier, this is an integral part of the overall brand strategy. This means that it is also important here to research the market and study the profile of potential customers, define the business goals and plans of the company, determine the personality of the brand, and define a specific brand experience and emotional relationship with customers.
Without it, the verbal component would not have a real foundation, because the name of your brand depends on these elements, as well as the language style and brand tone and voice used. It needs to appeal to and align with your customers through advertisements, email marketing, content on the website, or in the sales brochure.
The basic elements of the verbal identity are:
- Brand name or naming
- Brand product / service category
- Brand slogan
… But it also includes:
- Brand voice
- Brand tone
- Brand story
- Brand grammar
Creating the right brand name that hits the mark with your potential customers is not a simple process. That’s why it’s important to get this part of your verbal identity right from the start, because it’s probably not going to change soon; maybe never. You can read more about brand naming here in our blog.
Defining the brand category and slogans are also techniques used to differentiate the brand from the crowd, as well as “speaking in your customers’ language”.