Verbal identity
Verbal identity is simply 'the consistent delivery of competitive brand language'. And brand language? It's what you say (your brand agenda) and how you say it (your brand's tone of voice).
We analyse and map both. So you'll have the figures showing how your verbal identity measures up. Your brand language is there to convince customers, talent, investors and partners that you are different. It doesn't sit on top 'like a piece of decorative icing', in the words of Martin Lindstrom. It runs throughout your communications, setting your strategic brand positioning and delivering sales at the sharp end with competitive value propositions. And, of course, it sets the internal communications agenda by delivering your brand values consistently.
We've listened to brands that have worked hard on consistent delivery of a differentiated brand agenda. Disney World for example. 'Fun', 'magic', and 'kingdom' run right through their communications, carefully crafted to reinforce their brand promise. Others excel in tone of voice differentiation. Virgin Mobile, although always cited as a case study, genuinely deserves applause for its strongly distinctive tone of voice.
So how is your verbal ID measuring up at the moment?
