What is Verbal Branding?
The term "verbal branding" has become quite popular over the last years. The reason is obvious: It is a curt and precise term that tells the whole story in a nutshell. You might rephrase it by "branding by naming". However, this does not cover the entire subject. Or, as our Spanish partner, Francesc Arquimbau of Nombra in Barcelona, puts it: "Verbal Branding is the art and science to create own and distinctive verbal communications narratives, codes and style systems for our brands".To give you a really pungent example right at the beginning of this website, which is intended to give you some insights into verbal branding, its scope, and its applications, think of Starbucks. Remember their cup sizes? Those cups sizes were innovative, they were new, and they were unique. And thus, we are right in the middle of verbal branding and its opportunities.
Differentiation of Marketing, Branding, and Naming
Within the realm of marketing, branding has emerged as an essential sub discipline. A terminological hierarchy from hyperonym to hyponym is accordingly: Branding - Verbal Branding - Naming.What is Branding?
Branding comprises all action concerning brand related marketing action, like product design, representation of the brand as an image and/or word, packaging design, and even communication measures, distribution channels, and, of course, also legal safety precautions like trademark law affairs, or in general IP affairs.
Integration within Communication
A brand is reflected in a score of fields, and it is perceived by the consumer via various channels. This includes visual attractions - via image and writing - as well as auditive (e.g. sound logos) or olfactory ones (brands you can smell - a current and popular topic).
Within the communication of a brand, brand names, product names, designators and brand specific terms take significant space. By means of our tool language, company specific content and values can be relayed, and thus the scarce space in the consumers' heads can be supplied with memorable and sales relevant content.
Uniqueness and Personality
Your company can express its personality and its product portfolio in a unique way by using individual linguistic traits and expressing its personality clearly. To attribute identity to companies, products, and brands via language - that is Verbal Branding at its best.
Applications
Verbal branding can do a lot, and it can fulfill many jobs for you and your business. Naming is an essential part of Verbal Branding, and it is definitely the most striking and prominent one - by creating unique individual entities. A collection of some applications of verbal branding:- Names for companies, products, services
- Names for organisation parts or departments or units, e.g. of corporations
- Names for functions, ranks, and positions, e.g. of employees
- Names for any kinds of category systems e.g. of customers
- Name systems and nomenclatures
- Slogans, sublines, claims, taglines etc.
- New descriptive terms, e.g. for products
- New generic categories for unique products
- Positioning statements
- Mission statements
- Tonality of communication
- Brand language
- Brand Stories
Examples of Successful Verbal Branding
To illustrate the concept of verbal branding, I have collected some remarkable examples for you.Case 1: Name an idiosyncratic product category
Example: Bosch Handy Drill
What makes more sense than to stick a new category term on a revolutionary product? Thus, people know how to talk about it, and the product is immediately in a different category from the competitors' ones. A good example for such a case is the term "handy drill" that was used by Bosch, when they launched the tiny and nifty cordless screwdriver IXO.
Case 2: Find a new product category
Example: Secoder card readers
The name SECODER is used for card readers in sensitive application fields like online banking, online payment, electronic signature and age verification. It refers to data exchange and the related protection offered.
More details about Secoder you find on the website of the naming company responsible.
And also on the site of the syndicating organisation Deutsche Kreditwirtschaft.
Case 3: Denominate your special client clusters
Example: Oeffentliche Versicherung Braunschweig
Not just your own products, also your employees or your clients can be named individually. Some call them top clients, some call them A-clients and so forth.
Oeffentliche Versicherung Braunschweig had her four core groups of clients named individually. Easily recognizable, clear, coherent, and yet positive names were designed for the classic four client categories going back to the BCG typology. These systematic new names are used internally in day to day business.
Case 4: Make a special flavor unique
Example: Wrigley 5Gum Flood
Verbal branding is surely most obvious with pure brand and product names. Examples of such names are uncommon variety names like Electro or Flood for chewing gum. Traditionally, flavors are named according to their ingredients, respectively taste, for instance spearmint or green apple. Within a stringent and different branding concept, however, extraordinary names can be exactly the right choice.
Check out the website of 5GUM by Wrigley.
Case 5: Individualize and personalize via a slogan
Example: Zurich "Because Change happenZ"
A Slogan reflecting the clients' situation and at the same time implying the ability of the insurance to adapt to alternating states and states in transition. In addition, the unique spelling with the capital "z" at the end establishes a connection with the sender, Zurich. Thus, the "Z" becomes even stronger rooted in the head of the recipient.
All trademarks mentioned are registered trademarks of the respective firms and not of my agency for finding names.
Annotations and Further Information
Further information about naming and name development as well as naming consulting, you will find at the agency website.
Contact
If you want to drop me a line, feel free to do so. I look forward to reading from you.
Imprint
Werner Brandl
Brünnsteinstr. 5
81541 München
Germany
Phone +49 (0)89 3807 8025
Mobile +49 (0)176 7003 1920
E-Mail info@werner-brandl.de
USt. ID Nr. (German Tax ID Number) DE 206 391 726
All images referring to references of Werner Brandl, are property of the respective rights owners, not of Werner Brandl. All trademarks and brands mentioned are property of the respective proprietors, not of Werner Brandl.
Privacy Policy
Responsible for the data processing in Terms of Data Protection Law
Name: Werner Brandl
Address: Brünnsteinstr. 5, 81541 Munich, Germany
E-mail: info@werner-brandl.de
Telephone: 0049 89 3807 8025
The protection and confidentiality of personal data are of special importance to us. We collect and use personal data only conforming with legal provisions, i.e. applicable German and European data protection law. We operate the website www.verbal-branding.de (hereinafter "website") in accordance with the General Data Protection Regulation (GDPR) and the Telemedia Act (TMG). With this privacy policy we inform you about which personal data we collect and for what purpose we will use the data as well as which options you have regarding your personal information.
Collection, Processing, and Use of Data
No IP addresses or other personal data are recorded on our web server. Your visit to our web site will only be stored for statistical purposes as an anonymous query that does not contain any personal information. The IP address used by your computer for retrieval which is transmitted to our web server, will only be stored as a shortened domain so that it is no longer possible to track you.
We do not collect any person-related information about the visitors to our website. Depending on the access protocol used, our service provider stores the date and time of your request, the access method / function desired by the requesting computer, input values (file name, ...) transmitted by the requesting computer, the access status of the web server (file transferred, file not found, command not executed, etc.) and the name of the requested file. The IP address of the computer from which the request was sent is not saved. Our service provider gives us merely aggregated information about the number of visitors related to the domain name.
No person based analysis of your visit on our website is carried out.
Disclosure of Data
Your personal data will not be disclosed except in cases of legal obligation.
Your Rights
Under applicable law, you have various rights regarding your personal information. If you would like to assert these rights, please send your request via e-mail to info@werner-brandl.de or by mail to the address stated above ("Responsible for the data processing") clearly identifying your person.
You have the right (in accordance with Art. 15 GDPR) to obtain confirmation from us at any time as to whether personal data relating to you are being processed. If this is the case, you have the right to obtain free information from us about the personal data we have stored or also a copy of this data. The duty to inform you relates in particular to processing purposes, categories of personal data, categories of recipients to whom your data has been disclosed, planned storage period, right of rectification, deletion, limitation of processing or opposition, existence of a right of appeal, origin of your data if not collected by us, the existence of automated decision making including profiling.
You have the right (according to Art. 16 GDPR) to demand the correction of your incorrect personal data or their completion.
You have the right (in accordance with Art. 17 GDPR) to demand the deletion of your personal data stored by us if one of the reasons listed in detail in Art. 17 GDPR, applies. For example, if the data is no longer needed for the purposes pursued (right of deletion).
You have the right (according to Art. 18 GDPR) to demand that we restrict the processing if the accuracy of your personal data is disputed by you, if the processing is illegal and you refuse to delete it and instead demand to restrict the use of your personal data, if we do not require the personal data for the purposes of processing any more - but you require the data to assert, exercise or defend legal claims, or if you have objected to the processing under Article 21 paragraph 1 GDPR.
You have the right to receive your personal data provided to us in a structured, common and machine-readable format, and you have the right to request the transfer of this data to another person in charge (pursuant to Art. 20 GDPR).
You have the right to revoke your consent to the processing of personal data at any time (pursuant to Art. 7, paragraph 3 GDPR).
You have the right to file a complaint with a regulatory authority (pertaining to your whereabouts or place of work) if you believe that the processing of your personal data is unlawful (pursuant to Art. 77 GDPR).
Right of Opposition
You have the right, for reasons of your own particular situation, to object at any time to the processing of personal data relating to you pursuant to Article 6 (1) (e) or (f) of the GDPR. If personal data is processed by us in order to operate direct mail, you have the right to object at any time to the processing of personal data concerning you for the purpose of such advertising. If you want to make use of your right of revocation or objection, you can do so e.g. by email to info@werner-brandl.de.
Data Security
We have taken organizational, contractual and technical security measures to ensure that the provisions of data protection laws are followed and also to ensure that accidental or intentional manipulation, loss, destruction or access by unauthorized persons are prevented. 100% security in terms of data transmission in the internet can, however, not be guaranteed.
Werner Brandl
Brünnsteinstr. 5
81541 München
Germany
Phone +49 (0)89 3807 8025
Mobile +49 (0)176 7003 1920
E-Mail info@werner-brandl.de
USt. ID Nr. (German Tax ID Number) DE 206 391 726
All images referring to references of Werner Brandl, are property of the respective rights owners, not of Werner Brandl. All trademarks and brands mentioned are property of the respective proprietors, not of Werner Brandl.
Privacy Policy
Responsible for the data processing in Terms of Data Protection Law
Name: Werner Brandl
Address: Brünnsteinstr. 5, 81541 Munich, Germany
E-mail: info@werner-brandl.de
Telephone: 0049 89 3807 8025
The protection and confidentiality of personal data are of special importance to us. We collect and use personal data only conforming with legal provisions, i.e. applicable German and European data protection law. We operate the website www.verbal-branding.de (hereinafter "website") in accordance with the General Data Protection Regulation (GDPR) and the Telemedia Act (TMG). With this privacy policy we inform you about which personal data we collect and for what purpose we will use the data as well as which options you have regarding your personal information.
Collection, Processing, and Use of Data
No IP addresses or other personal data are recorded on our web server. Your visit to our web site will only be stored for statistical purposes as an anonymous query that does not contain any personal information. The IP address used by your computer for retrieval which is transmitted to our web server, will only be stored as a shortened domain so that it is no longer possible to track you.
We do not collect any person-related information about the visitors to our website. Depending on the access protocol used, our service provider stores the date and time of your request, the access method / function desired by the requesting computer, input values (file name, ...) transmitted by the requesting computer, the access status of the web server (file transferred, file not found, command not executed, etc.) and the name of the requested file. The IP address of the computer from which the request was sent is not saved. Our service provider gives us merely aggregated information about the number of visitors related to the domain name.
No person based analysis of your visit on our website is carried out.
Disclosure of Data
Your personal data will not be disclosed except in cases of legal obligation.
Your Rights
Under applicable law, you have various rights regarding your personal information. If you would like to assert these rights, please send your request via e-mail to info@werner-brandl.de or by mail to the address stated above ("Responsible for the data processing") clearly identifying your person.
You have the right (in accordance with Art. 15 GDPR) to obtain confirmation from us at any time as to whether personal data relating to you are being processed. If this is the case, you have the right to obtain free information from us about the personal data we have stored or also a copy of this data. The duty to inform you relates in particular to processing purposes, categories of personal data, categories of recipients to whom your data has been disclosed, planned storage period, right of rectification, deletion, limitation of processing or opposition, existence of a right of appeal, origin of your data if not collected by us, the existence of automated decision making including profiling.
You have the right (according to Art. 16 GDPR) to demand the correction of your incorrect personal data or their completion.
You have the right (in accordance with Art. 17 GDPR) to demand the deletion of your personal data stored by us if one of the reasons listed in detail in Art. 17 GDPR, applies. For example, if the data is no longer needed for the purposes pursued (right of deletion).
You have the right (according to Art. 18 GDPR) to demand that we restrict the processing if the accuracy of your personal data is disputed by you, if the processing is illegal and you refuse to delete it and instead demand to restrict the use of your personal data, if we do not require the personal data for the purposes of processing any more - but you require the data to assert, exercise or defend legal claims, or if you have objected to the processing under Article 21 paragraph 1 GDPR.
You have the right to receive your personal data provided to us in a structured, common and machine-readable format, and you have the right to request the transfer of this data to another person in charge (pursuant to Art. 20 GDPR).
You have the right to revoke your consent to the processing of personal data at any time (pursuant to Art. 7, paragraph 3 GDPR).
You have the right to file a complaint with a regulatory authority (pertaining to your whereabouts or place of work) if you believe that the processing of your personal data is unlawful (pursuant to Art. 77 GDPR).
Right of Opposition
You have the right, for reasons of your own particular situation, to object at any time to the processing of personal data relating to you pursuant to Article 6 (1) (e) or (f) of the GDPR. If personal data is processed by us in order to operate direct mail, you have the right to object at any time to the processing of personal data concerning you for the purpose of such advertising. If you want to make use of your right of revocation or objection, you can do so e.g. by email to info@werner-brandl.de.
Data Security
We have taken organizational, contractual and technical security measures to ensure that the provisions of data protection laws are followed and also to ensure that accidental or intentional manipulation, loss, destruction or access by unauthorized persons are prevented. 100% security in terms of data transmission in the internet can, however, not be guaranteed.
