Brands that make their voices heard (and know how to listen)

How verbal identity and active listening to the public make a brand unique, authentic and engaging

What personality does the brand have? How does it speak to its audience? What words does it use to be recognized? Verbal identity is the answer: it is the set of words, tone and style that tell the values ​​and characteristics that make each brand unique and recognizable.

But why is it so important? And how is it built?

A unique identity for a unique brand

Defining verbal communication guidelines allows you to make your brand less abstract and closer to your target audience. In 3 words:

• Reliable, because it communicates in a coherent and transparent way.
• Authentic, because it expresses one’s personality in a genuine and sincere way.
• Engaging, because it uses clear and well-structured communication to capture the audience’s attention and engage them over time.

And who wouldn’t choose a brand that knows how to excite, and, at the same time, knows how to make itself heard and remembered?

Who listens

Brands that make themselves heard are those that know how to listen. Defining verbal identity is in fact a complex process that requires a deep understanding of the target audience. At the base, in fact, there is certainly the company with its positioning, its personality and its values ​​to convey. But at the center is also the public, with its expectations, its needs and its emotions.

Starting from listening to customers and prospects is fundamental. At TSW, thanks to interviews, listening moments and workshops, we collect precious insights that guide the definition of the verbal identity of the brand. These moments of direct interaction with the public allow us to grasp important nuances, such as the everyday language used, the favorite expressions and the topics that interest them most.

The experience that counts

An effective verbal identity conveys clear and direct messages, but above all it creates emotions. People don’t just choose products or services; they choose experiences, they choose how the brand makes them feel and what it means to them. When a brand can make people feel involved, valued and inspired, it becomes a natural fit.

It is through words that a brand tells its values, communicates its vision and builds trust. The goal of a verbal identity is not only to inform, but also to inspire and motivate, creating the personality of the brand in all its aspects.

Many spaces, one identity

Once the verbal identity has been defined, it is essential to apply it and keep it consistent across all communication channels. Every message, be it a social media post, a newsletter or an email, must reflect the same tone of voice and the same values. Every person who represents the company must be aligned with these principles, so that communication is uniform and recognizable.

Consistency and attention to detail are what make the difference between a brand that is merely noticed and a brand that is loved and chosen.

The ability to evolve

While it is true that verbal identity, along with visual identity, represents the cornerstone of brand communication, it is also true that the world of communication is constantly evolving and there is no progress without flexibility. Customer feedback changes, industry trends evolve and the context is constantly changing.

For this reason, a successful brand must be able to adapt, remaining true to its essence but open to new ideas and opportunities. Only in this way can it continue to be relevant and competitive.

Un’identità verbale che evolve sa interpretare e rispondere ai cambiamenti del mercato e alle esigenze dei clienti, pur mantenendo coerenza con i valori fondamentali del brand. Questo significa, quando necessario, aggiornare il tono di voce, il linguaggio e i messaggi chiave per riflettere le nuove realtà senza perdere l’autenticità.

An evolving verbal identity can interpret and respond to changes in the market and customer needs, while maintaining consistency with the brand’s core values. This means, when necessary, updating the tone of voice, language and key messages to reflect new realities without losing authenticity.

Measure, Optimize, Innovate

It is essential to monitor and measure the effectiveness of verbal identity over time. Using analytics to assess audience engagement, sentiment, and perception can provide valuable insights into what is working and what needs to be optimized. This measurement process allows for continuous optimization, ensuring that communication remains relevant and in line with audience expectations.

For example, A/B testing text elements such as copy heads, newsletter subjects and calls to action allows you to identify the most effective solutions, continuously improving interaction with the public. Because every word counts and can make a difference.