What’s a verbal identity and why does it matter?
The lowdown: Your verbal identity is the heartbeat of your brand—it’s how you communicate, not just the words you use. Think tone, language choices and messaging; a strong verbal identity brings consistency and builds trust, making you relatable to your audience. It helps you cut through the noise and shapes how people see you. To nail down your verbal identity, define your brand’s personality, establish a clear tone, create a messaging framework, and don’t forget to test and refine.
At The Stories We Tell, we believe it’s not just about what you say, but how you say it. The words you choose, the tone you use and the personality you infuse into everything—whether it’s your website, social media captions or email newsletters—it all plays a big part in shaping your brand’s voice.
Think of your verbal identity as the voice that speaks for your brand when you're not around. It’s what builds connection, creates trust, and helps people remember you. In a world where everyone’s fighting for attention, a strong verbal identity is how you stand out and make an impact.
What Is a verbal identity?
Your verbal identity is the language of your brand. It's how you communicate your values, personality and your promises to your audience. Just like your visual identity (logo, colours, typography), your verbal identity needs to be consistent and distinct.
A strong verbal identity includes:
Tone of voice: Are you friendly? Authoritative? Witty? This is your brand’s personality in action.
Language choices: Do you use casual slang or formal business speak? Are you concise or more detailed in your messaging?
Messaging framework: What are the key messages you want to communicate again and again? (Think of this like your business's elevator pitch woven through everything you say.)
Why does verbal identity matter
At The Stories We Tell, we think of your brand’s visuals as the "face” and your verbal identity as the "voice." Both need to be in sync or you end up diluting the connection with your audience or worse, confusing them. Getting your verbal identity right helps you to:
Creates consistency across channels
Whether it's an email, a social media post, or a customer service chat, your brand should feel like the same person is talking. Inconsistency? Confusing. Consistency? Memorable.
Builds emotional connection
Your brand's voice isn’t just broadcasting messages, it's building relationships. How you speak to your audience can make them feel understood, heard, and valued. And emotional connections? That’s where loyalty is built.
Differentiates you in a crowded market
When products and services start to feel the same, your verbal identity is the game changer. Speak in a way that’s bold, relatable, or unique, and your brand will be the one that stands out.
Influences perception
How you communicate is how people see you. Are you playful or serious? An expert or a friendly guide? Your verbal identity lets you shape that narrative and control how your brand is perceived.
iT’S NOT JUST WHAT YOU SAY
You can have the best message in the world, but if it’s delivered poorly, it’ll fall flat. The magic happens in the how—in the rhythm, tone, and feeling behind the words. For example, imagine two coffee brands:
Brand A: “We offer high-quality, sustainably sourced coffee. Perfect for starting your day.”
Brand B: “Our beans are so fresh, they'll slap your taste buds awake. Sustainably sourced, because good coffee should make the world better, not worse.”
Both say the same thing, but how they say it changes the entire perception. One feels standard and safe, the other has energy and personality. Which one would you remember?
Building Your Verbal Identity
Ready to find your voice? Here’s where to start:
Define your brand personality: Ask yourself, if your brand were a person, how would it sound? What words would it use (or avoid)? What’s its sense of humour like? Knowing your brand’s personality helps guide the tone of voice.
Set the tone: Your tone should reflect your brand’s mission and values. If you're a serious tech company, a casual tone might not be appropriate. But if you're a fun, rebellious fashion brand, bringing some attitude can help you make your mark!
Build a messaging framework: Think of this as the foundation of everything you say. What are your key messages, and how do you weave them into all your communications? Make sure it’s clear, repeatable, and adaptable.
Test and tweak: Verbal identity is flexible. Don’t be afraid to adjust as you get feedback from your audience. Over time, you’ll refine your voice into something that feels completely authentic to your brand.
Wrapping Up
A strong verbal identity isn’t just a “nice-to-have”—it’s a must-have. It’s the way your brand’s personality, values, and promises come to life. And in a world where people are bombarded by messaging 24/7, the brands that stand out are the ones that know exactly how to say what they’re all about. So if you’re still focusing solely on visuals, it’s time to give your voice some love too.
