Consistency Key to Verbal Brand

Did you know that 96 percent of readers in a survey say poor grammar and misspelling affect their decision to hire a business?

Meghan Codd and Deanna Lorianni of Zuula Consulting shared the statistic during a presentation earlier this year.

Trader Joe's ad

Trader Joe’s verbal brand is fun and quirky and has an engaging personality as evidenced in Trader Joe’s Fearless Flyer.

They focused on verbal brand, which they described as the communications component of a company or professional’s overall brand identity.

These branded messages appear as emails, blogs, phone calls, networking events and resumes.

“Consistency really matters,” Meghan said.

The verbal brand consists of three parts:

  1. Brand purpose
  2. Brand story
  3. Brand voice

The brand purpose is the foundation. “It’s the unique value you are bringing,” Meghan said. “It’s what differentiates you.”

The brand story is the framework, or the themes that guide the company. It’s important not to confuse the marketplace with different messages, Deanna said.

Brand voice is about the tone, style of language key words and phrases that are used. They are the tools of communications.

One company whose verbal brand is consistent across message platforms, they said, is Trader Joe’s. “They are fun, quirky and have an engaging personality,” Meghan said.

Have you looked at your brand?

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