Giving voice to uniqueness: Verbal Identity & Tone of Voice

To stand out, be remembered, and be chosen in a world crowded with stimuli and information, it is crucial to focus on several fronts, but the first ground on which to establish one’s presence is verbal identity.

Verbal identity can be regarded as the conceptual DNA of a brand. It is the complex web of words, styles and themes that characterise its linguistic expression. In addition to defining vocabulary and sentence structure, verbal identity embraces the very essence of the message: personality, values and specific position in the communication landscape. 

When the brand fine-tunes its verbal identity, it is essentially deciding which words to use and which to leave out.

One example among many? Consider the case of Google. Its communication is characterised by clear, simple and authoritative language. Words such as ‘accessibility’, ‘innovation’ and ‘transparency’ convey an image of trustworthiness and openness, which is fundamental for a brand that sees itself as an indispensable reference and driver of the digital age.

At the other end of the communication spectrum, we find the tone of voice, which embodies the inspiring emotion and attitude that permeates the message. It is the emotional nuance that lends specific depth to spoken or written words. While verbal identity defines what to say, tone of voice determines how to say it. While verbal identity builds the conceptual structure and meaning to be conveyed, tone of voice works on modulation: it adds colour and suggestion to the message, turning a simple sequence of words into an inspiring and memorable experience.

Together, Verbal Identity and Tone of Voice are essential tools for brand positioning and work on the uniqueness dimension to achieve a greater share of visibility in the market, freeing the brand from the label of ‘abstract and impersonal entity’. On the other hand, only the study and development of a unique, human and powerful voice allows one to be understood, heard, recognised and finally remembered, instilling confidence in your brand communication strategies.