Verbal Branding - what is it and why is it important?

The verbal brand is like the heartbeat of your brand. But what is verbal branding?

Think of it this way: if your brand were a person, the verbal brand would be its voice. It's what your brand says and how it says it that can make or break its image in the minds of consumers.

It's the way your brand communicates with its target audience through words, phrases, and slogans.

Your verbal brand includes everything from your tagline to your brand story to the way you answer the phone. It's the tone of your emails, the voiceover in your commercials, and the way your customer service representatives interact with your customers.

Think about some of the most iconic brands out there - Coca-Cola, Apple, Nike. What sets these brands apart from their competitors is their ability to use language in a way that creates an emotional connection with their audience.

Let's take Apple, as an example. Their tagline "Think Different" is not only memorable, but it embodies the brand's values and encourages consumers to be creative and innovative. The way Apple speaks in their advertising is also consistent with this message, using language that is simple yet elegant, and appeals to their audience's desire for quality and sophistication.

Coca-Cola, for example, has built an entire brand around the concept of happiness. Their messaging is filled with words like "refreshing", "enjoyable", and "uplifting". The result? Consumers associate Coca-Cola with positive emotions, and are more likely to choose it over other beverages.

So why is the verbal brand so crucial in any branding strategy? Because words have power. They can create an emotional connection with your audience, differentiate your brand from the competition, and help you stand out in a crowded marketplace.

Let's take Nike as an example (current controversy aside, we'll talk about that another time). Their tagline "Just Do It" is instantly recognizable and communicates the brand's core values of perseverance and determination. The way they speak in their advertising is also consistent with this message, using strong, motivational language to inspire their audience to push themselves to be their best.

Now, imagine Nike decided to rebrand, and changed their tagline to something like "Meh, It's Fine". Suddenly, their brand's messaging is confusing and doesn't align with their previous values. Their audience may start to question what the brand stands for, and their reputation could suffer.

That's why it's crucial to have a strong verbal brand. It ensures that all aspects of the brand's messaging are consistent and aligned with the brand's values, and that consumers are able to easily recognize and connect with the brand's message.

Although often times forgotten, in the branding process the verbal brand is just as important as the visual brand. You can have the most beautiful logo in the world, but if your messaging is weak or confusing, your audience won't know what you stand for.

It's important to understand your brand's values, personality, and unique selling proposition, and to craft a messaging strategy that aligns with these elements. This strategy should be tested and refined over time, based on customer feedback and market trends.

So, if you're embarking on a branding journey, don't forget to pay attention to your brand's verbal identity – it could be the key to your brand's success!