This post is part of our series, “Thirteen Tips For Stronger Branding.” See the rest of the series HERE.


The right words are key to your brand’s success. As marketers, branders and community managers, we tend to think about branding in terms of images – company logos, photos, a website’s look and feel. It’s important, though, to also pay attention to your verbal identity. Your company’s name, product names and taglines, and the everyday language you use to communicate your brand promise make up your verbal identity. Look at a differentiated brand like Starbucks. It’s no coincidence that the company’s branding has a lexicon all its own; servers are baristas, a large coffee becomes a Venti Blonde, a medium is a Grande, etc. Take some time to define your brand’s tone of voice and look for opportunities to use it to connect with your customer and reinforce what’s special about your brand. Your hard work will pay off.

Check out tip #4 in the series, Get Out and Go On a Brand Safari.


Brand School is the premier program that teaches you how to grow your business with a stronger brand. In our session about how to build your verbal identity, we look at Starbucks, Apple, Nike, and Innocent Drinks for lessons in how to leverage names, taglines and tone of voice, put this knowledge to work immediately to beef up your brand’s verbal identity. In the words of Nike “Just Do it” –  learn more about the next semester of Brand School and receive news of exclusive offers for BrandTwist social media friends when you sign up for the BrandTwist newsletter HERE.

“The Brand School course gave in-depth actionable tools for real business and cultural development and product innovation… far exceeding all expectation.” – Jamie Freitas, Graphic Design and Social Media Marketing

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


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