Verbal identity
Verbal identity is the system that defines how a brand expresses itself in words
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It includes voice, tone, vocabulary, messages and writing guidelines. It helps keep a campaign, a website and a customer service conversation consistent. It should adapt to each situation without losing its recognisable traits, and make the message easier to understand for those who receive it.
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