“Branding, that's a logo and colours and stuff?” That's right, the visual aspect is essential to branding. But while it’s less obvious, the verbal aspect is just as important. You could even argue that it’s the key to a balanced brand identity: where visual identity is the yin, verbal identity is the yang.
Because your brand may look amazing – if the story you're telling doesn’t align with it, the consumer will eventually tune out. So how do you find the right words to consistently communicate your brand message? Copywriter Maxime Loncke takes you through the process step by step.
Convey your brand
message through
the right words.
message through
the right words.
A strong
verbal identity
in 5 steps
“Success comes from standing out, not fitting in,” Don Draper declared in Mad Men, and if you've ever seen the series, you know he was rarely wrong. Every successful brand emerges from a brand strategy, from which flows a brand positioning: the why, what, and how that sets you apart from the competition. Only when you have a clear understanding of your position in the market, and the needs your products and services address, can you build your brand identity. View this strategy as a launchpad for both the verbal and visual elements of branding. It all starts quite simply... with a name.
1. Baby needs a name
If you're doubting the relevance of verbal identity, try launching a brand without a name. After all, that's where the work begins: the baby needs a name. The brand strategist or copywriter dives into creating a brand name that captures the essence. This could mean literally referring to what you do – did someone say BOWERS®? Or evoking an association with what your company stands for. Or taking the route of originality. Zalando, for example, was once just a meaningless word with a catchy ring to it but has since become second nature to every online shopper.
The same applies to the tagline you pair with your brand. Do you opt for an informative description of your services, like Reverence's refined interior concepts? Do you highlight your main USP the way Colruyt does with its lowest prices? Or do you inspire a lifestyle, like Knack's Dare to doubt or Airbnb's Belong anywhere? Brand naming and choosing a tagline is a crucial step toward a strong verbal identity.
Reverence's versatile tagline
2. Start to story
With a name and a tagline you have everything you need to shape your brand story. It distills what you do into a message that speaks to your audience. During the early stages of branding, your brand strategy and positioning are typically written out in a straightforward manner. The brand story brings these neutral statements to life. This is where storytelling comes into play. A strong brand story captivates, clarifies your message, and drives action.
The trick is to make your strengths shine without stretching the truth. You want to tell a story that sparks something in your audience, without making promises your brand can’t fulfill. At MOQO, we first draft up a brand manifesto, stripping down your why, what and how into punchy formulations. These provide the framework for your brand story and future communications.
“Keep it real. Don't make promises your brand can’t fulfill, and instead, differentiate yourself by clearly showcasing the true qualities of your product.”
Maxime Loncke
Copywriter MOQO
A brand story tailored to Interieur Tailleur's customers
3. Write like your audience
Looking for the right words for your brand language? Start with the people who will experience your brand firsthand. If you already have customers or employees, ask them how they would describe your products or services in their own words. Are you just starting out? Interview potential customers and industry peers. Listen to their experiences and how they talk about similar brands. Do they prefer a 'traditional approach' or do they value 'innovative ideas'? By delving into these aspects, you make your communication more authentic, allowing your brand to resonate better with your audience. Also, analyse how your competitors communicate, or look at brands outside your industry that stand out verbally. What makes their language unique?
Our team of copywriters is happy to take on the task of determining the words that perfectly match your brand. We gather them in a word palette as a guide for a recognisable verbal identity, and we use technical terms and key expressions consistently for a stronger brand experience.
We didn't just wing Maison Poulet's oneliners
4. Find your voice
Imagine your brand as a person: what values and emotions would they communicate? This is what your brand voice boils down to. You can think of it as your brand’s personality or soul. The brand voice remains the same, but its tone may vary depending on the context.
You’ve probably heard the term ‘tone of voice’ before. A tone of voice always exists somewhere between two contrasts: formal or informal, conventional or cool, direct or fluffy. These ratios determine how you address your audience, whether there’s room for English terms and wordplay, and whether you're concise or more elaborate in your writing. When you have multiple target audiences, it’s essential to tailor your tone of voice to each of them. For example, on your website, you might adopt more technical language, while on social media, you share lighter content that appeals to younger talent. It’s a copywriter’s job to ensure that your brand voice shines through, no matter the tone of the message.
Melt for Chocolaterie De Schutter's communication style
5. Script your style
Once your verbal identity is on point, ensure everything is documented properly. Clearly define the guidelines for communication as a chapter of your brand identity guide so that word choice, writing style and tone of voice are crystal clear to anyone communicating on behalf of your brand. This sets the foundation for consistent on-brand language.
Keen to perfect your brand's verbal identity? Let's make every word count!
