Verbal Identity
The words that only your company would use — tone, vocabulary and the rules that keep them consistent.
What is verbal identity?
A visual system tells you what a brand looks like. A verbal identity tells you what it sounds like — the vocabulary it reaches for, the jokes it does and does not make, the sentence length that feels like it. We write the rules, then write the first hundred examples so the team can hear the difference.
The question it answers
Would someone recognise our writing with the logo removed?
What does verbal identity deliver?
A voice specific enough to be worth protecting.
What the engagement includes
- 01Tone of voice principles
- 02Vocabulary and lexicon
- 03Messaging house and headline library
- 04Copy guidelines and training
Also in Brand & Identity
- Brand StrategyThe commercial logic underneath the brand — what you sell, to whom, and why it wins.
- Brand PositioningThe single space you own in a buyer’s mind — defended with evidence, not adjectives.
- NamingNames for companies, products and ranges — decided, not voted on.
- Brand ArchitectureHow a company organises its brands, sub-brands and products so growth adds clarity instead of confusion.
- Visual IdentityA complete visual system — logo, type, colour, layout — that survives without the logo.
- Creative DirectionThe taste and judgement that hold a brand together across everything it makes.
- PackagingStructural and graphic packaging design that earns the price on the shelf, not just on the screen.