Brandmaster Podcast - Episode with Chris West on Verbal Identity

Introduction

• Host: Stephen Horahan
• Guest: Chris West, verbal identity specialist and best-selling author of "Strong Language".
• Discusses the importance and influence of verbal identity in branding.

What is Verbal Identity?

• A tool for brand influence that is often overlooked.
• Chris's background:
  • Former advertising business owner.
  • Experience with clients like Sky, Christie's, Adidas, and British Airways.
• Chris's journey into verbal identity began about 10-12 years ago when clients needed help controlling their verbal brand.

Why is Verbal Identity Becoming More Important?

• Shift from interesting to critical:
  • Increased communication channels where strong verbal identity is essential.
  • Consumers desire dialogue with brands, wanting to engage in conversations.
  • Societal shifts have made brands more accountable for their positions on issues such as Black Lives Matter and climate change.

Examples of Brand Responses

• Historical missteps by brands (e.g., palm oil incident, Pepsi and the Kendall Jenner ad).
• Verbal identity serves as a guidepost for brands on social issues.

Components of Verbal Identity

1. Overarching Narrative (10,000-foot level)
   • Defines the world the brand is trying to create.
2. Personality (1,000-foot level)
   • Represents the brand's tonal values and attributes.
3. Ground Level Details
   • Specific language choices, grammar, jargon, and phrases used.

Importance of Differentiation

• Brands must differentiate themselves in a crowded market.
• Examples of challenger brands (e.g., Dollar Shave Club vs. Gillette, Virgin Atlantic vs. British Airways) using verbal identity effectively.

The Role of Copywriters

• Visuals attract, verbs engage:
  • Importance of working with copywriters to enhance verbal identity.
• Encouraging collaboration between copywriters, designers, and brand strategists.

Process for Developing Verbal Identity

1. Understanding Client Needs
   • Assess the desired impact of verbal identity on the business.
2. Setting Metrics
   • Define what success looks like (e.g., reduced rewriting, faster content production).
3. Surveys and Workshops
   • Gather insights from the client team on their perception of brand voice.
4. Development of Guidelines
   • Create comprehensive verbal identity guidelines, not just four adjectives.
5. Training
   • Educate writers and non-writers on the new verbal identity framework.

Conclusion

• Chris West emphasizes the value of verbal identity in branding.
• Importance of a cohesive approach combining narrative, personality, and language choices for effective brand communication.

Resources

• Chris's book "Strong Language" available on Amazon and other retailers.
• Website: verbalidentity.com
• LinkedIn: Chris West (Verbal Identity) for insights on language in branding.