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:
Got a question about what a verbal branding project can do for your brand’s performance?
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