Verbal identity and why you probably need it

What is verbal identity?

Sometimes called “verbal brand” or “verbal design,” verbal identity is the foundation for why, what, and how to write (and who you’re writing for) across every marketing and advertising touchpoint. It’s the best parts of research, brand strategy, and storytelling mixed together, and it creates universal tools for a brand that fit hand-in-hand with the visual side of things.

How is it different from copywriting or content writing?

Verbal identity is the step before writing. It gives writers guidance, and gives them answers to important questions.

  • What am I trying to get people to do?

  • What angle should I use to approach copy?

  • What emotional response am I trying to evoke?

  • What topics or themes might make a customer stop and say, “Where has this been all my life?”

  • Who is the audience, and what do they really care about?

  • How should I address that audience?

  • What kind of personality should I use?

  • Which key phrases are important and what kind of language should I use?

How can verbal identity guidelines set you up for success?