In a society of thousands of people, it’s practically impossible for everyone to know each other. But the same isn’t true for brands. Powerful and exciting stories are built around them, stories that are impossible to forget, all thanks to what they say, teach, and do.
Consumers quickly identify them, differentiate them from the competition, and perceive a solid image, which further strengthens their branding. But, of course, this doesn’t happen with all brands; only those that strive for excellence in their design, apply imagination, and know how to wait achieve this distinction. Patience is key. Courage is the key to overcoming adversity. Storytelling in action. The rest? We’ll tell you now.
Shall we begin?
Visual and Verbal Identity: WHAT THEY ARE
Images speak louder than words. What do these images tell you?
Visual identity… Your ways of thinking, being, and acting shape your corporate identity. Your visual identity is the face of your company, so: TAKE CARE OF IT. You’re either unique or you’re nothing. Can you imagine Google without its classic blue, red, green, and yellow colors? Or McDonald’s without the M? What would Apple be without the bite taken out of its apple?
Everything you see is essential for giving your brand a corporate identity. Variety is the spice of life, and we all know that what’s distinctive always sticks in people’s minds. The logo, the typography, the color palette, brochures, the website, and everything that helps brands recognize their brand is part of their visual identity. Consistency under the umbrella of graphic design.
The way these elements (colors, shapes, sizes, fonts, and design aesthetics) should be arranged will be defined in the brand guidelines.
Verbal identity… How should you speak according to your personality? What you say and how you say it has a huge impact on your brand’s image and consistency, and although verbal identity is often overlooked, it’s part of the path to a powerful brand. It’s the other leg of the table and goes beyond naming.
To paraphrase the writer Aldous Huxley: “Words can be X-rays, if used properly: they pass through everything.”
Verbal identity is how brands convey their messages in line with their personality and helps them build their narrative. Finding a way to express yourself in the market isn’t easy. Try to be yourself.
While sometimes the most important thing is to listen to what isn’t said, brands should always remember three things in their verbal language:
Tone of voice. Your verbal expression is as important as your visual identity.
Messaging. How do you address each of your target audiences? Adapting your messages will make it easier to reach them.
The verbal territory. In short… What are you going to say, how are you going to say it, what can and can’t be said?
The best part? Finding consistency between your personality, what you teach, what you say, and what you think. Words are essential here.
Visual and verbal tips you should take with you
There are hundreds of definitions of what a brand is. From “a reflection of our competencies” to “the perception of our identity,” but we’d like to add something more: you choose who you want to be and where you want to go. Need help on your journey? In our
Salago.design, a branding agency in Madrid, is here to help.
Do you know the mistake most small, medium, and large companies make? They focus on having a unique visual identity. But that’s great! Verbal identity shouldn’t be overlooked, because, believe it or not, it’s also part of branding. If you don’t consider it, how can you ensure your brand conveys its messages strategically and in line with your value proposition? Because when it comes to branding, it’s not just about how you look, but how you express yourself.
Whatever tone you choose to work with, talking about brands means talking about:
Clearly and directly communicate your values… Don’t beat around the bush.
- Connect with your audience and potential customers. Can you feel the chemistry?
- Be different and unique compared to the competition… Start by thinking about how you want to be perceived.
- It’s not just about naming; it’s also about taglines.
- Otherwise, what do these phrases remind you of? “Unleash happiness,” “Now is the time,” “All you need is love”? It’s also about voice. Tone. And style.
It’s worth thinking about.
