Brand expression and design
Verbal Identity
Establish the brand's own way of speaking and its vocabulary rules.
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AiTOM BRANDVerbal Identity
Why it matters
A brand's "voice" matters as much as its visuals, but gets overlooked far more often. The same company sounding formal on the website, casual on social, and stiff on customer service reads to customers as three different companies.
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What it delivers
- Define the brand's tone spectrum (formal or warm, concise or detailed), shown through concrete examples
- Build a preferred and avoided vocabulary list to resolve common word-choice questions
- Provide specific tone guidance for different channels (website, social, customer service)
When it applies
When tone is noticeably inconsistent across channels, or you're about to introduce AI-generated content and need a voice standard first.
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