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VERBAL IDENTITY by Verbal Identity, The Magic and Mechanics of Brand Language
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Our biggest competitor is ignorance.
8 out of 10 brand touch points are dominated by language
Most brand owners haven’t tracked where brand language is having an impact
We work with our clients to identify where brand language creates value.
Top and bottom line
Hard values – not rearranging the flowers on reception
We’re in the business of Value Creation
• With thanks to ‚Why Killer Products Don't Sell‚ by Ian Gotts and Dominic Rowsell
The process for any new project
Identify Mentor Position Assessment Case Transaction
Identify
Someone spots an idea that
could improve the business
Mentor
A mentor is appointed*
Position
The value of the idea is
positioned to everyone else
Assessment
The new idea is
tested…hard
Case
A fully quantified
business case is made
Transaction
If the case is good, then people are
ready to buy
What’s different with a verbal identity project?
We get involved much earlier, at ‘Mentor’ stage – the case is not proven
We work with our clients to identify where this project will add value for them
Be prepared…
to contribute
as much to the
‚conversation of possibilities‛
as we do.
Mentor
A mentor is appointed*
A Mentor cannot be the project Sponsor
The case is not proven…this will take time
Mentors have time, Sponsors have budget (but no time)
Be prepared…
Don’t expect case studies of how other people did
it…not many people have done this.
To out-perform your competitors, you’ll need to out-
think them. Go against accepted wisdom.
We will be prepared…
We aim to know your market as well as you
But we can also see the opportunities in your market,
because we know what our products and services can
offer.
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