In an overcrowded marketplace, successful brands don’t just talk at their audiences; they have conversations and build relationships with them. Verbal identity plays a crucial role in this. It conveys a brand’s message and personality and shapes the way its target audience perceives it. You know that voice you hear when you read engaging copy?
That’s the brand’s voice shining through, and it needs to be conveyed consistently no matter who’s writing or speaking– even beyond borders. But what if we can’t hear that voice? What if the guidelines (if any) are vague? In this talk, we’ll go through various examples to see what a strong verbal identity looks like, which tones of voice create an emotional connection, and how we can develop our own.
