Why your verbal identity matters.

Every time you push out words you’re doing more than sharing information—you’re shaping perceptions.

Your voice is your superpower. It has the ability to evoke powerful emotions, build (or break) trust, set the mood, and influence how people feel about your brand and products within seconds.

Words mean far more than their Oxford dictionary definitions. How those words are delivered — their attitude and character — is just as important. A bank that’s too jokey risks not being taken seriously. An athleisure brand that’s too serious risks being seen as boring.

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Let’s look at some examples of verbal identities that do a whole lot more than just share information:

Plant-based meat alternative brand Th!s uses humour to sway your opinion towards plant meat being healthier than meat:

“Our founders’ last job entailed selling tonnes (literally tonnes) of meat. Then they felt bad (probs all that sat fat). Also, they felt like meat-alternatives weren’t really for people who love the taste of meat. They felt that they were for people who like sandals with socks (and the taste of sandals).”

Airbnb wants to inspire you, so uses storytelling to evoke feelings of nostalgia and inspire your next adventure:

“Give a place to nap in the trees. Give a place for fireside chats. Give a place to dip your toes in. Give a place to count the stars.”

Monzo wants to be your mate, so speaks like one of you, making awkward money stuff feel way less awkward:

“We’ve been saving the nation from sending awkward ‘pay-me-back’ texts since 2018. Split bills, send payment reminders, and stay on top of joint costs. We’ll work out who owes what and make it easy to settle up, even if someone’s not on Monzo.”

Your brand’s TOV is one of the most important ingredients you can use to strengthen and deepen your connection with your audience. It’s not just what you say, but how you say it that makes all the difference. A brand isn’t just heard, it’s felt.

Words are incredibly visceral. Every time you communicate, you are influencing a person’s perception and feelings towards you. They’re not just filling space, they’re creating an experience, building trust, or even sparking a powerful connection.

To communicate effectively, brands need what they say and how they say it to work together, in a way that’s true to who they are. This is what’s known as a verbal identity.

Verbal identity matters

Visuals may grab attention, but words build connection. Yet, for a long time, verbal identity has been the overlooked partner of visual branding, relegated to a few lines in brand guidelines — if it was considered at all.

Now, in a world where brands speak through every email, push notification, chatbot, and social post, verbal identity has stepped into the spotlight. Every interaction offers an opportunity to either strengthen or dilute your brand. And in this noisy landscape, consistency isn’t just nice-to-have; it’s essential. When words are clear, authentic, and aligned, they foster trust. And trust? It keeps customers coming back.

Verbal identity helps you stand out

The average person makes 35,000 decisions every day. Imagine trying to capture attention in the split second before someone moves on to their next choice. Verbal identity helps your brand stand out, acting like a beacon in the endless sea of options.

Think of it as a signal that cuts through the noise, giving people a reason to choose you — especially when they’re on their 34,000th decision of the day. Clear, consistent messaging isn’t just more memorable; it’s a relief.

Verbal identity is a shared language for your team

Verbal identity doesn’t just apply to ads or emails. It’s in every Slack message, invoice, and “Keep This Area Clean” sign. It’s a shared language that helps everyone communicate with the same clarity and tone, making every interaction feel aligned and purposeful.

This isn’t just for the marketing team, either. When HR messages some tough news with empathy, or when internal emails are clear and concise, everyone works better, and the brand feels unified. Over time, this coherence drives efficiency, connection, and even the bottom line.

Verbal identity creates consistency

Without a defined voice, every tweet, blog post, and support message is a gamble — and consistency isn’t a matter of luck. Verbal identity helps ensure that your brand consistently sounds like *you* across all platforms and moments.

With a strong verbal identity, you don’t leave connection to chance. Instead, you create a brand voice that inspires loyalty, attracts new followers, and lets everyone know what you stand for. In every word.

So, unless you want to risk being perceived in a way that doesn’t do you any favours–or worse, leaves your audience confused or disengaged, your brand’s verbal identity is really not an add-on to that website project you’re paying someone to do. And it’s not something you can just expect a verbal identity strategist to whip up in a day.

So please don’t ignore your verbal identity – it’s just as much a strategic tool as your brand strategy, values, purpose, and website.