Craft Your Verbal Brand

The Workbook

What the heck is a verbal brand?

Your visual brand is how your business shows up. Think logo, colors, fonts, patterns, illustrations— you get the gist.

Your verbal brand is how your business sounds. Think mission statement, brand voice, differentiators, and ideal client.

But it’s not about figuring these things out. Yes, that’s important, but that’s not what we’re doing here.

Your verbal brand is about taking these core aspects of your business and writing them out in a way that drives action.

Similar to a brand deck that delivers your visual brand, you’re creating a brand deck that contains all aspects of your written brand or verbal foundations.

This way, your brand can sound as good as it looks.

We packaged up our entire process for writing a business’s verbal brand and put it into this workbook.

Use it to DIY your own or peek at how we do it to see if you want to hire us to craft yours.

Buy It

Is it a verbal branding problem?

We could say if you want more sales, stronger marketing, and more clarity around your business— focusing on your verbal brand would be a good use of time and money.

And that’s true.

But let’s take things a step further, because everything claims to blow up your business these days.

Copy is hard

Whenever you write something for your business, it feels fragmented or ‘off.’ Maybe you’ve tried hiring. Maybe you have a copywriter on your team. But the written messaging of your business isn’t converting the way you’d like it to.

You should focus on your verbal brand, if:

You’re (re)branding

Anytime you’re experiencing a big change in your brand, your verbal brand needs to be a part of the equation. It would suck to spend all of that money on the prettiest visual brand, only to miss out on sales because the language behind it isn’t moving your people to buy.

You’re being passed over

Content isn’t cutting through the various algos. You’re not landing those big, audacious collabs that would kick your business up a notch. And your perfect-fit clients aren’t feeling the same way. Getting attention is so much easier when your written brand packs a punch.

Sales feel sticky

You can make sales with a weak verbal brand, but they don’t feel ‘great.’ It usually involves long sales calls, slightly rambling product explanations, and too many follow up emails to close. That clear ‘I tell ideal client about product and they buy’ feels elusive (but dreamy).

You’re not satisfied with a ‘good’ business

Real talk, most businesses don’t take the time to craft an intentional verbal brand. They’re satisfied with decent email marketing and a corporate-y mission. But if you want those cult-like fans, referrals on repeat, and great retention— your verbal brand will turn your business into a need.

Your visual brand shapes perception. Your verbal brand drives participation.

When your visual brand turns their head. Your verbal brand tells them to come over.
When your visual brand makes them notice you. Your verbal brand makes them want to buy from you.

By crafting your verbal brand, you will:

Have an easier time communicating your business both orally and in writing
Create aligned marketing campaigns that speak to your ideal buyer
Set the stage for writing some kickass copy that compels people to take action
Nail your brand’s foundational language, bringing clarity to your business’s direction
Get way more attention from the stakeholders who matter
Cut through the noise in your industry and put why you’re the choice on clear display

I want this

When you grab the workbook— Crafting Your Verbal Brand, you will write your:

Mission Statement

That big, sweeping why you exist (mini) manifesto. Consider it nailed, sans corporate lingo.

Company One Liner

A crispy sentence that tells people exactly what you do. With punch, of course.

Problem Articulation

What’s not being addressed in the market? How can you write that out in a way that makes people feel more seen than in therapy? We got you.

Solution Articulation

How you drive value. It’s not about those airy-fairy transformations, it’s how you’re doing people a disservice if you don’t sell your thing. It’s that good.

Differentiators Defined

The core of your verbal brand. How no one has what you created. You know them, now let’s use them as your biggest communication weapon.

Ideal Client Avatar

Talk about them in a way where they’ll self identify in an instant. No more fluffy adjectives and random demographics.

Product Suite Articulation

You have things you're selling. These things have synergies in your client journey. We’re not listing out products, we’re turning offers into immediate needs.

Brand Values

Ditch that HR-approved list of honesty and transparency. Create values that actually matter and connect them to your overall brand voice.

Headline Bank

A list of one-liners that you can pull from whenever you need a BOOM statement on the website or a hook on an ad.

IG Bio

Get concise. Get emoji-ing. Nail the bio that gets people to know what you do, smash the follow button, and click that link in bio to enter your funnel.