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Verbal Identity Systems
A verbal identity system is an extension of a brand. In fact, it is the brand. Such systems define the way a business or organisation speaks and communicates, both within but also to customers and the wider audience. A logotype and associated visual systems deliver a look and feel. The verbal identity is an extension of this.
Why is a verbal identity system important?
A verbal identity is important because it defines the way we communicate. And that lets people who don’t know us find out who we are, what we stand for and the way we do business. If we are to be believed and taken seriously then the way we speak and communicate must always be consistent. It must also be appropriate for the audience. Imagine talking to school children in technical speak. We’d lose them in seconds. So our verbal identity must be consistent enough to come from the same source but flexible enough to allow us to talk to different people at different times.
