# Verbal identity: what it is and how it works · Zorraquino
> Verbal identity is the system that defines how a brand expresses itself in words. It includes voice, tone, vocabulary, messages and writing guidelines.
URL: https://www.zorraquino.com/en/dictionary/branding/verbal-identity.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Tone of voice](https://www.zorraquino.com/en/dictionary/tone-of-voice)
- [Brand guidelines](https://www.zorraquino.com/en/dictionary/branding/corporate-identity-manual.html)
- [Visual identity](https://www.zorraquino.com/en/dictionary/branding/visual-identity.html)