What brand owners hire Verbal Identity to do
There are 4 different kinds of relationship a client can have with their agency.
To explain, a graph:
At Verbal Identity, sometimes people think we’re ‘just’ writers. We are writers – we understand how writing something with insight and creativity can make a difference to the reader, to our clients. But that’s not really the reason people hire us. Brand owners hire us because we offer a range of writing services. We use language to provide insights (after all, people’s choice of words reveals their deepest beliefs), we use language to create and disseminate brand strategy, and we train in-house writers.
For large organisations with a lot of writing staff, we have a role in helping them manage their writing resource. Which means that we are often trusted to be advisers on writing, as we were recently with an international software firm and a department store’s online creative team. Solid Q4 stuff.
We know that as well as language revealing people’s most deeply held beliefs, it also has the power to shape people’s thinking. We’re storytellers. And we use language to shape consumers’ relationship with brands, wherever brands touch consumers’ lives. So even when we’re ‘just writing’, we’re writing a lot of different things: brand guidelines, tone of voice guidelines, hero copy, mission statements, deep copy for websites, and constructing creative guidelines and content strategies.
That’s why we usually start off almost all of our client relationships in Q1 and as our relationships with our clients progress, we find that we start to move into Q3. We don’t spend much time in Q2 for each project.
It’s what separates us from the writing agencies that have a bit of strategy in their building. We are in this for the long-term transformation of the client’s business.
It’s for this reason that we were able to use strategy and experience to advise the launch team at Hunter Boot on the values and positioning of the brand, and do the same for Belstaff 2 years later, and the same for Fred Perry.
It’s one of the reasons why the average length of engagement with any of our clients is more than the magic 12-month mark.
If you’d like to find out more about our range of services or our approach, just send Chris an email. He’ll send you a well-written, strategically-timed response.