In the dynamic world of brand positioning and design, the question often arises: “If this brand were a person, how would you describe it to a friend?” While visual elements play a crucial role in expressing a brand’s identity, verbal identity is an often overlooked but equally essential aspect. Collin Peters explores the significance of verbal identity in creating more inclusive brand storytelling in his November 15, 2023, article.

Verbal Identity

Peters emphasizes the impact of verbal identity, particularly among individuals with different thinking types. Just as people differ in how they absorb information—some being visual thinkers and others leaning toward verbal expression—brands must cater to a diverse audience. While a logo might resonate with one person, a carefully crafted tagline or a blend of visual and verbal elements may be necessary for another. Verbal identity emerges as an equalizer, ensuring that brands resonate with a broader range of individuals and their unique cognitive preferences.

Visual Identity
Visual identity serves as the face of a brand, expressed through logos, colors, and design elements. However, Peters argues that more than visual identity is needed when conveying a brand’s story, especially for those challenged with brand recall or new users unfamiliar with the brand. Verbal identity facilitates a proper introduction, using precise language to articulate a brand’s promise or perspective. Moreover, it plays a crucial role behind the scenes, creating a foundation for brand standards that ensures consistency in expression.

Concrete Storytelling
While visual design weaves abstract stories through color and imagery, verbal identity provides a more concrete narrative. It adds context, explaining the significance of elements that might be missed in a purely visual experience. Peters illustrates how brand language can ground users in a historical context, guiding them through a comprehensive retelling of a brand’s story. This strategic blend of visual and verbal elements supports a clear, compelling, and holistically accessible brand narrative.

Driving Communication and Accessibility
In the realm of signage, wayfinding, and communication, visual cues are essential. However, there are situations where explicit communication is needed, especially in spaces with diverse user groups. Verbal identity, in these instances, acts as a balancing act, helping communicate policies while aligning with the brand’s personality. This approach ensures that the brand experience remains intact, catering to a broader range of users and thinking types.

One of the notable strengths of the verbal identity highlighted by Peters is its accessibility. Visual elements may not be fully experienced by individuals with visual impairments, making verbal identity a critical component in making brand stories accessible to all. From Braille signage to multilingual translations and audio descriptions, verbal identity ensures that brand storytelling is inclusive and understandable to a diverse audience.