Verbal Identity
Verbal identity is the foundation of your brand's expression–the guidelines and words that shape your perception over time.
Finding Your Voice: Develop a distinctive tone that resonates with your target audience and can be replicated consistently.
Expressing Your Distinction: Clearly articulating your brand purpose, benefits and values (to name a few core elements), based on existing strategy and research.
Taking the Long View: Communicating your brand's value with clarity to inform all visual communications and marketing.
My Approach
A typical verbal identity includes the following elements. Together, they create a story perfect for launching a new brand or strengthening an existing one.
Brand Voice Statement
Brand Voice Quirks
Vision
Mission
Purpose
Values
Tagline
USP
Differentiators as Benefits
Points of Parity
Audience Value Propositions
Case Study 1
Arch Anchor
Arch Anchor, a commercial real estate investment company, sought to establish a distinctive brand identity that reflected its unique values and attracted new clients and employees.
They needed to differentiate themselves by developing a brand that communicates their aspirational, creative ethos and emphasizes the value this brings to clients.
Our work would win an SIA award for best rebrand.
Verbal Identity Process
We collaborated with Arch Anchor to develop a verbal identity that diverged from the typical institutional mold. Here's how we approached this project:
Challenging Norms: We embraced Arch Anchor's unique investment approach and brought that to life through brand voice and messaging.
Leveraging Insights: Customer insights and the company's core values guided the development of a tone that balanced casual aspiration (“limitless potential"“) with business acumen (“anchored in principle”).
Holistic Approach: The verbal identity was informed by a new brand strategy, emphasizing their creativity, environmental focus, and commitment to the community.
Case Study 2
What the Flip
What the Flip, an audacious property and lifestyle transformation show, sought to establish a bold, personality-driven brand identity to attract social media followers and potential TV executives.
The challenge was to capture host Ellie Greenberg's unique style and translate the show's core themes into a compelling brand story.
Additionally, we needed to create a strategic roadmap aligning Ellie's brand with her audience growth goals and a successful network pitch.
Verbal Identity Process
My background in entertainment copywriting (for brands like A&E Networks and History Channel) came in handy as I channeled Ellie's sassy, audacious personality.
Beyond standard verbal identity elements, I crafted scripts and snappy copy to appear across the show, social media, and marketing materials. Here's where this project got especially fun:
Channel Surfing (But Make it Research): I immersed myself in Ellie's world, studying her voice and humor to ensure the language felt 100% authentic.
Playful and Provocative: We infused the show's brand with a cheeky tone, pushing boundaries while staying accessible.
Multi-Platform Approach: I developed catchy taglines and attention-grabbing snippets tailored for social media, digital, and out-of-home marketing.
Case Study 3
Pallaby
Pallaby, a modern dog wellness company, needed to build its brand from the ground up. The challenge was to develop a compelling brand story and voice that resonated with dog owners while conveying their unique value proposition as a trusted, knowledgeable partner.
Additionally, their messaging must reflect a down-to-earth, approachable persona aligned with their commitment to honest, accessible pet care.
Verbal Identity Process
We focused on developing a voice that felt like a knowledgeable, friendly guide for dog owners. This approach aligned perfectly with Pallaby's commitment to accessible pet care and its expanding range of wellness services.
Empathy and Expertise: We crafted messaging that positioned Pallaby as a trusted partner who understands the joys and anxieties of pet ownership.
Conversational Tone: The voice feels approachable and honest, avoiding jargon or overly sentimental language.
Playful Personality: We infused subtle humor and relatable scenarios, reflecting the real-life experiences of dog owners.