Verbal Identity

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Verbal identity or verbal brand identity is the linguistic component of an organisation's brand. It incorporates brand language, the terms in which an organisation describes itself and its products, but also covers the names of corporations and the products they sell, taglines, and the “voice” of the brand, defined as the personality and tone discernible in its communications.^[1] In conjunction with visual and sensory identity, it is a key component of overall brand identity.^[2]

Verbal identity has traditionally been considered subordinate to visual identity due to the monodirectional nature of conventional advertising.^[3] However, the increasing importance of a two-way conversation between brand and consumer, for instance that of social media, has led to a sharp rise in its prominence over the last decade.^[4] This ability to engage in an ongoing dialogue with customers provides an opportunity for companies to more firmly cement their products and services into the consumer consciousness, but doing so successfully requires a consistent, well-defined approach to the use of language.^[5]