Simply put Verbal Identity as a brand’s
Language. It is the term in which a brand describes itself, its products and services. The verbal identity of a brand covers the naming, tagline, tone of voice, communication strategy to the general public, mission and vision.

Compare to the visual identity of a brand in the traditional market, verbal identity has always been considered subordinates in strategy. This is due to the one-way directional method of conventional advertising (newspapers, magazines, radio, billboards, etc.)

The main purpose of a brand’s verbal identity is to make sure that the language being used in the brand’s various communication channels are positively executed to impact the values of the brand. These channels could be social media, search engines, public relations, website contents, direct marketing or more.

5 Processes of a Brand’s Verbal Identity You Should Know;

1. NAMING
A name is one of the most important things in building a brand. It is the part of differentiation processes that stand you or your brand out from others. In choosing a brand name, there are many factors needed to be put in place. A good example is choosing a name that is easy to pronounce and also do a critical search if such name appears appropriate across different cultures and language. A name should be relevant to the course.
It is important to do a legal name search for its availability, such as the Corporate Affairs Commission name reservation (check services.cac.gov.ng). You can also check the URL or domain name availability (you can try Whois.net) and social media availability.

2. TAGLINE
This is like a brief advertising slogan
associated with your brand. In creating a tagline for your brand, you should have the mindset of creating what people can always relate with and communicate to. A tagline is like your “drive”. For example “Just Do It” or “Finger-Lickin’ Good” or “The Happiest Place On Earth”.

A tagline should stand the test of time and not too long-not more than five words. A tagline is like a mantra that must communicate the brand’s promise to its audience.

3. THE MISSION & VISION
Vision is the brand’s goal or ideal towards which one aspires. It is where you see your brand going to. A mission is a set of tasks that fulfills that goal or journey.

Both the mission and the vision of an organization are vital directing goals of the organization. The vision statement focuses on tomorrow and what we want to achieve while the mission statement focuses on today and what we do to achieve it.

4. THE BRAND’S TONE OF VOICE
This is the usual language a brand use to communicate to its audience. It the personality of a brand as expressed through written words. It governs what a particular brand says through contents in any medium, over the years.
Various brands portray various tones- Playful, Cheerful, Outlawed, Care Giver, Aggressive, Comical.

For example; Harley Davidson (an American motorcycle manufacturing company) shows how an Outlawed-Aggressive tone can be applied to the kind of hard-edged, ultra-rugged brand and its kind of customers.

5. WRITTEN CONTENT STRATEGY
This is the overall strategy in communicating with your audience. It is the planning, development, and management of written content (in this context). Content is one of the most powerful digital strategies for brand visibility and communications. It includes communicating the brand’s goals and the means to reach out to the audience. It includes the use of blog posts, case studies, eBooks, white paper, checklists, social media posts, etc.
[url]https://creativedohl.com/what-is-a-brands-verbal-identity/
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Damilare H. Oyekanmi
Creative Designer, Content Writer and Brand Strategist @ [url]creativedohl.com[/url]