229:, or in those situations where a particularly strong leadership exists. Conversely, companies may have trouble maintaining a cohesive verbal identity if they deliver a particularly broad range of products and services, or are extremely large and rely on heavily devolved corporate governance structures. The pre-existence of linguistic associations with the brand in a permanent form on social media outlets over which a brand exercises no control cannot be ignored, because a verbal identity which ignores this material will appear to be inauthentic or out of touch
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business are unclear or disrupted. It will be similarly impossible to make meaningful advances if an analysis of the specific company and sector needs in the area has not been made. Organisations which are particularly fragmented or which rely on heavily devolved structures in their governance will also find verbal identity implementation difficult without clear lines of responsibility and authority.
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181:, has led to a sharp rise in its prominence over the last decade. 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.
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can easily recognise and follow. Brands which are struggling to become known within their market can often benefit from a change in narrative model, without any alteration to the product or service. The optimum narrative model for any given brand can only be determined following a full “audit” of the brand's history and communications.
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The most important aspect of verbal identity implementation is that consistency be maintained across all communication channels, both internal and external. Lack of internal consistency in verbal identity will generally lead to consumer confusion or dissatisfaction with the brand, and may even make a
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Strong verbal identity is often informed by the narrative models employed in the company's copy. Narrative modelling relies on the assumption that human beings frame their experiences in terms of various classes of “story”, and the notion that people will respond more positively to a story which they
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associated with the brand in culture. Depending on what the company wishes to achieve in terms of its verbal identity, the company's voice can be calibrated to take on any style and tone it chooses. The way brands talk to customers is evolving, though, and the conversation needs to change depending
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Verbal identity's primary function is to ensure that the language being used throughout a brand's communication channels is executed in a way which positively impacts the value of the brand. Properly implemented, verbal identity will also inform the language with which the organisation communicates
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Because developing and maintaining a coherent verbal identity across an organisation requires a high degree of unified strategy, a number of problems may be encountered. For example, it will be nearly impossible to implement a sound strategy for verbal identity if communication channels within a
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Verbal
Identity was originally defined by John Simmons, a writer and marketing consultant, while working at the brand strategy agency InterBrand The concept and strategies for its cultivation were developed to address a lack of coherent treatment within the advertising, marketing, and branding
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Verbal identity is delivered externally through official marketing channels, such as advertising, public relations, and social media. However, it should be evidenced in all situations where a company relies on language to communicate propositions or engage with an audience. This means that when
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have begun to offer tailored verbal identity services to their clients, with a number of smaller boutique consultancies also emerging to cater for the increasingly high demand. In addition, since the concepts inherent to verbal identity creation and management have always been key skills in
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Verbal identity is also delivered internally in any situation in which language is being employed on a day-to-day basis, including presentations and meetings among staff at all levels, as well as company briefs, memos, and other official communications channels.
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Depending on their history and the circumstances under which they operate, companies may naturally develop a strong verbal brand identity over time. This can regularly occur in organisations which have grown to fit very specific niche markets, for instance
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language, and the language used by consumers when speaking of the business and wider industry. With this data available, it is possible to pinpoint the key words and phrases associated with the brand, and their connotations in the wider marketplace.
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programs and techniques are therefore becoming a valuable methodology in the development of such strategies. Once sufficient data has been gathered from appropriate sources, it is necessary for the company to analyse the ways in which their
203:, a number of freelance copywriters have begun to reposition themselves as “verbal identity specialists”. In 2016, the London International Awards introduced a Verbal Identity category where entries were judged upon their naming and
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In developing a verbal-identity strategy, companies should be willing to take stock of the consumer chatter surrounding both their own brand and the industry at large, which in the modern day is principally derived from
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internally. In this way, it will become a vital element of company culture which affects not only consumer perceptions, but the processes through which all aspects of a business are governed and broadcast.
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properly implemented and delivered, a company's verbal identity will be reinforced through channels such as phone conversations, sales pitches, and recruitment drives undertaken on behalf of the company.
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Verbal identity has traditionally been considered subordinate to visual identity due to the monodirectional nature of conventional advertising. However, the increasing importance of a two-way
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Here
Simmons argues not only for the power of words, but also for the power of storytelling - the ability to deliver a yarn eloquently to win hearts and minds, to coin a cliché.
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to be used in brand communication channels, the optimum names for products and services, and the brand's overall “voice”. The “voice” of the brand can be defined as the
194:. The concept of positive verbal identity management has seen a rapid upsurge in popularity since it was first introduced to marketing in 2003. As of 2013, many larger
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John
Simmons and Tony Allen, ‘Visual and verbal identity’ in The Economist: Brands and Branding ed. Rita Clifton, (London: Profile Books 2003), 112.
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through verbal identity, taking into account any current mismatch between brand and consumer language. This will include determining the precise
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John
Simmons. "The Invisible Grail: How Brands Can Use Words to Engage with Audiences" (Marshall Cavendish International: 2006)
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John
Simmons. "The Invisible Grail: How Brands Can Use Words to Engage with Audiences" (Marshall Cavendish International: 2006)
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brand appear to be untrustworthy if allowed to go unchecked.
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personal reflection, personal essay, or argumentative essay
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