What is verbal branding and how can it help brands?

When one thinks of 'branding', visual elements such as logos and colours often take centre stage, leaving verbal branding such as language, choice of words and tone overlooked. However, with the emergence of verbal branding agencies, it is perhaps time for brands and marketers alike to look at the 'ABC's in a different light. 

Verbal branding is the strategic use of language to shape and communicate a brand's identity. It includes everything from a brand's name, tagline, voiceover in commercials, website and app copy, the way it writes email and the headlines on its posters. 

That said, verbal branding doesn't just function externally but exists internally too such as the way the brand speaks to its own people and how it hires new talent. "Every time an organisation uses words, it's adding a little more to its 'verbal brand'," said Mike Reed, co-founder and executive creative director of Reed Words, adding that: 

If you're only thinking visually, you're missing at least half the picture.

Reed Words has worked with global brands such as Formula 1, Heinz,  Sony, Colgate, Google and the English Premiere League amongst others. For Heinz, it defined the brand's voice and gave it clear, highly practical guidelines on how to apply its new voice and re-wrote the copy on Heinz's website. 

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Why words matter

Words are not just about conveying information - they shape how a brand is perceived and how it connects emotionally with its audience. It also ensures that every piece of communication aligns with the brand's core values and identity, providing a clear and cohesive message across all channels. Taking Formula 1's (F1) rebrand in 2017 as an example, Reed worked closely with creative and advertising agency Wieden+Kennedy and the new F1 team to refocus the brand on the reasons people love motorsport, namely the edge, danger, thrills, noise and human stories.

Taking all of that in consideration, F1 received a new voice that is sharper, harder and more visceral. "The voice was critical to the change that brand has made since. Our brief was to bring back the emotion, the storytelling, the edge – and we did," said Reed.

"We brought in big, emotional words, and pushed the brand away from the stodgy, Wikipedia-style voice it had before. Of course, Wieden+Kennedy’s visual design was brilliant too, and F1 themselves have done so much to build the new brand, but everything begins with the words on the page," he added. As such, the change, combined with visual redesign, helped rejuvenated the brand and enhanced its connection with fans.

Visuals and languages need to work together to create an integrated, self-reinforcing whole, added Reed. In fact, verbal branding can complement and enhance the visual aspects too. 

"It's personality, impact, and persuasion. I often say we deal in two things: clarity and character. Clarity of information is obviously essential - and hardly ever as easy as it sounds - but character is equally so. People respond emotionally to communications. Make me smile. Surprise me. Make me think again. Shock me. Reassure me. Show me you care. Words do all these things," said Reed.

"But if you’re not paying attention to them, they can do more than simply not work. They can actually undermine all the other work you’re doing – by making you sound cold, woolly, unhelpful, unprofessional, or incompetent. People make these judgements fast, and they’re hard to un-make," he added. 

At the same time, a well-crafted verbal identity can significantly elevate a brand’s image and differentiate it in a competitive market. It can also capture attention, build relationships, and drive customer loyalty.One such example was the verbal rebrand of Zoox where the agency built its voice in the lead up to its autonomous vehicle launch in the midst of COVID-19. The rebrand included a digital campaign, OOH ads and UX. 

Most recently, Reed is working on the language of the vehicle itself. This includes how its voice move between fun interactions such as choosing music to instructions such as opening the doors and emergencies. 

Getting started 

To start on verbal branding, one must "think verbal" from the start, said Reed. 

A brand is both visual and verbal, so work on both together. That way you get a harmony, not a Frankenstein.

Reed adds that agencies should tap on its writers from the beginning of strategy, adding that the right words in strategy are essential to line up with the vision thereafter. 

"Vague, waffly brand strategy is death to everything that comes after. You need to know who you’re talking to. Start with the fact they’re human beings like you,' said Reed.

"Use whatever research there is, and if necessary, commission more. Don’t get too bogged down in personas and archetypes of any kind," added Reed.

That said, Reed is of the opinion that research can add detail, and occasionally throw up useful surprises. However, research can also muddy the water by creating variables and 'maybe's affecting confidence.

To get past that stage, Reed said brands must have an extremely clear and true sense of they are and then speak in a voice that captures that essence. He added that the voice has to be sensitive to the human being on the receiving end too. 

"It’s not easy for a brand – especially a large organisation – to scale that human knowledge up and apply it coherently, but it can be done," said Reed.

"Look at Oatly, look at Nike, look at Apple. Look, dare I say, at F1 and Zoox. When it works, it works wonders," he added. 

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