What is Verbal Branding?
What is Verbal Branding?
The words and messages that articulate the brand in a clear and memorable way.
Clarity around what a company stands for, why people need their products, and how those services solve customer’s problems are critical. Brands that focus on the visual elements but overlook messaging risk getting lost in the crowd and missing out on crucial opportunities.
This messaging is more than just the headers and copy on your website. This is also about conveying the personality and attitude in a brand’s voice.
It’s worth noting that we build the verbal brand before we design the visuals. We do this because the components of verbal branding are influential and inspirational and help root the visuals in more profound meaning. Your messaging – what you say and the way you say it has an incredible impact. The visuals might draw people in, but the reason they stay is because of your messaging.
The words that clarify what you do, who you serve, and the problems you solve help your brand engage with your audience. Many brands are out there shouting, and having the right words can help you cut through that noise.
Verbal branding deliverables include:
Brand Personality and Brand Voice
Brand Story and Positioning Statements
Tagline and Headlines
There are people on the other side of the messaging. A brand’s personality and voice ensure we’re connecting emotionally with those people.
The brand story is the “about us” messaging, and the positioning statements clarify what you do, who you do it for, and how that is different from anyone else.
When it comes to the brand’s tagline, if the company’s name does not convey what they do, then the tagline helps with clarity. If the organization’s name says what it does, the tagline helps differentiate the brand with brand personality.
The messaging guide establishes helpful advice, direction, and guardrails around how the messaging gets implemented in executing brand, marketing, and sales materials.
No single messaging item carries the weight of doing all the hard work on its own. When implemented effectively, all the verbal components work together and complement each other to strengthen the brand. Messaging eliminates confusion, streamlines conversations, and attracts the right customers (and employees).
Getting the right messages to the right people at the right time makes sales and marketing easier and more effective.