What goes into creating a verbal brand?

Ever wondered what goes into a creating a verbal brand?

Is it just a great name or tagline?

Or maybe a great piece of packaging copy?

Think about it like this: you can recognise a carton of Oatly from across the supermarket.
Even without seeing the logo or the name.
There’s something very, very Oatly about the colour palette, the font, the graphic design elements.

And when you walk up to the carton and read what it says on the packaging, it sounds very, very Oatly:
It seems to conjure up a strong sense of who Oatly is, what they stand for, what they stand against.
If you go onto their website or socials, it still sounds like them.
In fact, if someone hid the logo, muted the colour palette, anonymised the font, and just showed you the words, chances are you’d still know it’s Oatly.

A good verbal identity amplifies a consistent personality of the brand through language.

But when people ask, What goes into creating a verbal brand, the answer is more than just good copy on the packaging.

It’s about everywhere there’s language.
It’s all about creating a verbal identity.
And creating a strong verbal identity is more than just writing.

In my 20-year experience, here are the things that go into creating a good verbal brand.
It’s not just the copy on the pack, the naming, it’s about creating a reliable, usable framework that captures the brand voice. And then helping everyone (everyone!) in the company to use it.

Here’s a little summary of how I think the work breaks down:a breakdown of the different elements of a verbal branding program

Got a question about what a verbal branding project can do for your brand’s performance?
Want to know more?
What to read a best-selling book on creating a brand tone of voice?
Keep scrolling… and ask away.

About Verbal Identity

We are writers, strategists and linguistics experts: super-specialists in the magic and mechanics of language. We know how language creates thinking. And how – if you shape the language of your company, your comms and your customers – you shape what people think and do, read more…

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