A short presentation about when verbal identity is an essential strategy

1. When do you need a robust Verbal Identity Nick Copland Verbal Identity Consultant www.verbal-id.co.uk

2. Hello. My name is Nick Copland I believe that Verbal Identity is the key to modern marketing and instrumental in any organisation’s success.

3. So what exactly is Verbal Identity? And who needs it?

4. Verbal identity is the part of your identity that can be expressed in words. It includes, but is not limited to, your Values, Vision, Brand Promise and Proposition…

5. In other words… Verbal Identity sets out: What you stand for What drives you, What you want to be famous for, What you all want to achieve, What you promise to your customers Why they should believe you…

6. So when do you need a robust Verbal Identity?

7. 1. If you are a start-up businesses If you are just starting up, you will probably be full of ideas, bursting with enthusiasm and keen to make a good first impression. Now is a brilliant opportunity to get things set out in words, make sure you have a solid, believable proposition, and that you are all primed, prepared and ready to sell your ideas with accuracy and consistency as well as passion.

8. 2. If you are offering a new product or service New products and services need renewed focus, – new campaigns require accurate and authentic propositions, new marketing materials must be kept on target and on brand. A strong verbal identity ensures everyone gets behind any new offer and brings much needed clarity and consistency to marketing briefs and strategy documents.

9. 3. If you are considering a rebrand Rebrands always cost money and can take up a significant amount of resources, time and effort. To be successful, a rebrand needs to get buy-in from your people, and recognition from your customers. A robust Verbal Identity can underpin the new brand, provide rationale, rhyme and reason for it, and ensure everyone is behind the new look and feel. Just the process of developing a Verbal Identity is

10. 4. If you have just completed an MBO or merger Structural change is a great opportunity to redirect and refocus core values and a good time to check people still understand and support shared objectives. Change is often disruptive and can stimulate negative reactions. Verbal Identity helps focus minds on the positive, provides ample opportunity to remind everyone of fundamental key concept, and shared principles and objectives.

11. 5. If you want to build consensus and reinvigorate your business Sometimes a business simply needs the opportunity to refresh thinking, reinvigorate their people and get everyone rowing in the same direction. Verbal Identity development involves everyone, develops ownership, and ensures shared values underpin shared behaviour.