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Verbal identity:

messaging and tone of voice

Don’t be unique. Be consistently you.

Your business is you. You are your business. Or maybe it’s your responsibility to manage the marketing and communications for a business or brand. Either way, communicating in a consistent tone of voice built on your values is the best way to build trust and credibility with your customers. 

The language of your brand is made up of two things: messaging and tone of voice. In other words, what you say and how you say it. You can’t have one without the other. And to communicate effectively they have to work together. 

Bringing out your verbal identity is all about the little extras. Everything you don’t have to say to get your message across, but probably should. The turns of phrase. The idiosyncratic twists. The unusual word choices. The nuances that are essential in bringing out your personality, and should be consistent wherever you show up for your customers..

When developing a verbal identity I always start with the core values and principles that support your business. What is your purpose? Is it to change the world? Love it. How are you going to do it? Defining this first will give your customers an idea of what to expect when buying your products or using your services. 

Working closely with you, I’ll define a verbal identity that’s rooted in your strategy and focused on your business goals.Then, if you have several people or teams writing for your brand, I can provide the guidelines to help you make the most of it. 


Julian has given a voice to our company, improving its communication with its customers and prospects by capturing the essence of our company’s vision and culture. His work has notably contributed to rebranding our company by developing and building a new verbal identity. Collaborating with Julian has been a great experience; he has always been proactive, helpful and met every deadline given to him.

Maria FenetraMarketing Director, Lamberti Construction Ltd.

Julian developed a voice for our company. Vague ideas from our side were built upon to create copy far exceeding what we had hoped for. The highly technical aspects of our business were well understood and the clarity of the copy Julian produced reflected this. Would highly recommend Julian to anyone looking for a copywriter.

Marcus FranckCEO, Franck Energy

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