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B2B Verbal Brand Identity & Messaging Services

As a business, your brand is your identity. It stands up and announces, “Hey, this is what I’m all about, and here’s how to spot me in a crowd!” Don’t let your brand identity get lost in the crowd. Contact us today to elevate your messaging and stand out from the competition.

How To Build A B2B Company Verbal Brand Identity

Building the right brand identity to represent your business plays a crucial role in achieving success. Successful SaaS and PS companies rely on compelling copy to communicate value to buyers, not flashy visuals, so for B2B companies, a brand’s verbal identity matters most.


To get the job done right, brand messaging needs to be accurate, complete, unique, and consistent. Otherwise, a company risks looking less focused and poorly defined alongside competitors.


Creating a Brand Messaging Guide (BMG) is an essential first step for growth-minded businesses ready to design and refine their verbal brand identities.

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Inside A Brand Messaging

Guide, You’ll Find:

Company DNA

Core Values

Names the set of beliefs a business aligns with and supports. It helps tell the story of where a brand gets its fire and drive and speaks to its target customer.


A consolidated statement that clearly defines what a company delivers.


Describes where a company plans to go in the future. Similar to the mission, but aspirational.


Captures “the why” behind the brand. 

Company DNA in the brand messaging
customer messaging in the brand doc

Key Messaging

Brand Story

Introduction to a brand’s origin story, timeline, or industry positioning. Great place to introduce a business’s distinct voice, tone, and style. 

Elevator Pitch

A short and snappy statement that helps people understand what a brand does – quickly. Ideally, everyone on a team will use the same message. 


A line (or two) of hero copy to provide context, specificity, and unique industry positioning alongside the brand’s name. Great way to leverage prime messaging real estate.

Customer Voice

Target Customer Persona

A profile of the individual a brand was built for. Defines their pain points, needs, and wants so that a business can speak to the buyer directly.


A round-up of all the deliverables your product or service provides


All of the results buyers experience from engaging with a brand

Words That Define

Voice, Tone, & Style

A brand’s personality defined by the way it sounds through a description of the character, attitude, degree of formality, and quirks of the brand. 

Brand Drivers

A unique set of words or phrases defines a brand’s key pillars. Serve as a guardrail and guide for messaging. 

Word Banks

A set of words or phrases expands on brand drivers, so teams can be consistent in the themes they design messaging around but diverse in the language they use to describe them. 

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How To Build A BMG

To build a BMG, teams progress through a series of workshops guided by one of our team’s B2B brand strategists. The structure of the engagement breaks down into six phases:

Kickoff & Discovery

Introduction and overview of current brand verbal identity. 60 min. Zoom Call 

Workshop 1

Meet the Brand, Core Values, Brand Hero Language, Mission, Vision, and Purpose. 120 min. Zoom Call

Workshop 2

Brand Personality, Voice, Tone, & Style, Features & Benefits, Brand Drivers, and Brand Word Bank. 120 min. Zoom Call

Workshop 3

Current Target Customer Persona Profile, Elevator Pitch, and Strapline. 120 min. Zoom Call

Reporting & Editing Call

Presentation of working language and a live-editing session between brand strategist and client. 60 min. Zoom Call 

Final Brand Messaging Guide Delivery

Final BMG review and Q&A. 30 min. Zoom Call 

Once complete, a BMG gives teams the ability to apply straightforward and consistent messaging across every brand expression. 

The “wordy bits” of brand identity matter.

A lot.

In its most glorious and fully realized form, a brand’s verbal identity, or verbal branding, will convey meaning; beyond mere products and services to create an emotional connection between a business and its target audiences — all while differentiating them from competitors in the marketplace. 

A well-crafted verbal identity encompasses who a company is at its core while celebrating language that delivers clarity and builds trust with customers; it’s the stuff of brand marketing dreams. 

Meanwhile, “brand identities” that sidestep the verbal half of the equation are playing a dangerous game. Relying on cornflower blue-inspired hex codes and minimalist logos to communicate everything and nothing all at once, like an obtuse modern dance performance, is likely to leave an audience bewildered and uneasy about the amount of beige they’ve just been served.

AKA – what does this company even do?

You don’t ever want a potential (or active client) to have to ask that question.

Vague and undefined terms of engagement rarely leave people inspired to spend money, so there’s serious value in it for brands to invest in figuring out who they are and how they communicate. Option one, the verbal identity that knocked it out of the park and wowed the masses, is what brands need to stand out, so here are five factors to remember when building your own shining star of a verbal identity.

1. Know Thy Audience

It’s the first rule of branding; know who you’re talking to, and if you don’t, in a big, bold voice, ask, “WHO ARE YOU, DEAR CUSTOMER?!” 

Figure out what they do, where they’re located, and what they value. Obsess over their pain points, fears, needs, and desires, and then talk about them with empathy every chance you get. 

Branding is about providing value to the customer, so don’t take another step until you know exactly who you’re engaging. 

2. Be Consistent to Avoid Looking Choppy

Nobody likes a bait and switch, and nothing messes with a customer’s trust more than being inconsistent in how you show up as a brand. Be discerning in your word choices, develop specific and unique brand guidelines to document your standards, and stick to them. 

Creating a cohesive and consistent customer experience every time you communicate with your audience ensures they never have to worry they’ve got the real you, regardless of platform or medium.

3. Introduce Yourself With Style

It’s rude to make people guess who you are, so whip up a brand story to let the audience in on your origins as a business and current market position. A narrative that captures what makes your brand unique and why customers should choose you over your competitors must be succinct but powerful enough to capture attention and inspire loyalty among potential customers. 

Voice and style are the basic building blocks of a brand’s personality, so don’t forget to bring character and quirk into play as you breathe life into your brand’s big curtain-raiser moment. 

4. Pitch Like You’re Riding a High-Speed Elevator

If you want to control your brand narrative, you need a great elevator pitch, plain and simple. It should be short and snappy enough for someone who interacts with your brand to understand exactly what you offer after hearing it once. 

An elevator pitch is designed for quick conversations, so keep it simple – no more than two sentences long – and good gravy, make sure it’s memorable. 

5. Different Wins

In the never ending battle of brand sameness, businesses spend all day jostling to claim they’re “the best” in the bunch. So, let them scrap it out. Be wild, play smart, and let everyone spin their wheels while you do something different. Doing something specific, conveying it effectively, and showing how you’re different will always be more valuable than claims of being “the best.”

Spend your time defining what makes your brand special, setting it apart from everyone else, and you’ll carve your own route to the top, earning brand recognition. 

Verbal Branding Services

A brand’s verbal identity is a powerful tool that captivates and engages customers and quickly conveys key messages. It tells the story of where your business comes from, why it exists, and what sets it apart from competitors, so it’s worth taking the time to get it right and all your own. Go forth, brands, and get yourself a big beautiful verbal identity that tells the world exactly who you are, and if you ever need a guide along the way, we’re here to help. 

RevenueZen offers verbal branding services to brands looking to better convey what they do. Interested? Let’s talk.

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