Development of verbal brand identity – a set of texts revealing the characteristics of the brand, contributing to the positioning of the brand in the minds of consumers.
Why does a brand need Verbal Identification?
Each element fulfills its role in creating the integral image. Are you creating a business from scratch and want to reflect the central idea of the business in every possible way? Has your company been in the market for some time, but it lacks its own memorable story? Every time you’re asked about choosing a brand name, you agonizingly don’t know what to answer?
Each element has a role to play in creating a cohesive image
The name and tagline grab attention and become your “hook” in the mind of your target audience.
The mission reflects what value you bring to people and the vector of the company’s development.
The story of creation causes trust and makes your business closer, more human, more understandable for clients.
Texts in different information channels written in the same style complete the image.
Along with the development of the company, the name and other attributes of the verbal content of the brand appear. This can happen spontaneously through advertising campaigns or be articulated in internal documents, in unformatted stories. Or everything will be written into a brand book as a set of rules and a repository of accomplishments.
Developing a verbal identity, from the slogan to the verified copywriting – on one emotional level, with one message – sets your business apart from the competition, increases the value of the product to customers and helps you be remembered, building a community of “brand advocates.”
To understand how this emotional connection between a brand and its customers is formed, think back to the well-known example of Apple. We know the legend of the creation of the name, the logo and the company itself, as a friendly team of like-minded people aiming for success. And we unconsciously transfer that knowledge to Apple products.