BUILD YOUR OWN BRANDCAST S2 E8: VERBAL SYSTEMS
Welcome Back to the Build Your Own BRANDcast!
You must be articulate when sharing and pitching your brand to attract an audience and get that audience to buy into your solution. A well-developed verbal system for your brand equips you with the tools to get the job done. Let’s Build!
Download Episode
Subscribe via iTunes
Subscribe via Google Play
EPISODE HIGHLIGHTS
What are verbal systems? It’s something that we want anybody to be able to execute on, being able to communicate your vision clearly, concisely, and in a way where people can connect with exactly what you see in your head.
What’s the big thing about verbal systems? It requires everyone associated with the brand to have a shared language so that you’re saying the same things, communicating the same things, and avoid confusion or brand dilution from happening. Moreover, you have to have a shared pool of meaning behind that language so that everybody knows when and how to use certain things. And so that your audience can start to invest meaning, emotion, some feeling behind those things that you’re saying.
It’s very powerful when you have those things in place and that’s why it’s a system. It’s something that can be strategically implemented consistently over time, which is what brand equity is all about.
What is the way that you can generate brand equity? It has to be consistent but it has to also be consistent across the board, internally and externally.
What is your vocabulary? What are the terms that give meaning to your brand in the marketplace? And not only in the marketplace but also internally. Are the people who are associated with your brand and that are working to build your brand all on the same page?
What are the components to a verbal system?
The name. What do the customers associate it with?
An online domain. We’re in 2017. If you’re in the information age and you don’t have a strong presence online as part of your system, you’re system is incomplete.
The Company bio. What is your company about? Is everybody that’s associated with your company communicating that message the same way? Again, you need that alignment internally and externally.
What is the ultimate goal? The ultimate goal is you want to make sure that anything that’s associated with your business or your brand that has any type of influence or any brand touchpoint that’s associated with your business, you want to make sure that all those things are in alignment with your brand.
The ultimate goal is to create a comprehensive yet clear and concise verbal identity that is directly associated with who you are, what you do, and when you speak it, your “message sent” equals “message received.”
“It’s critical for any brand, any business to have the right language in place and in use that’s going to really create a solid connection between your brand and your target audience.” [0:04:46]
“You can have a great plan, you can have a great product, you can have a great service, [but] if I don’t know what you’re talking about, if it’s difficult to understand you, if when you get done pitching to me the only response I have is to scratch my head or laugh, giggle and say okay, then there is a problem. You didn’t bridge the gap.”[0:05:05]
“At the end of the day, with the correct verbal systems in place,