In the realm of branding, the greats are recognised by more than just their visual appeal: they are fully experienced through multiple senses. They envelop us in a world that’s seen, heard and felt.
These brands transcend mere recognition – they evoke an emotional response and create a powerful, multi-sensory atmosphere.
Apple’s minimalist elegance, for instance, is not only a visual feast but also a conversational piece that asserts its authority in every interaction. Whether it’s walking through the sleek geometry of an Apple Store, navigating the intuitive interface of an iPhone or the familiar greeting of ‘Hello’ that introduces many of their devices, the Apple experience is unmistakable.
Similarly, Airbnb redefines travel by creating a sense of belonging across the globe, epitomised by its heart-shaped emblem that invites connection. The brand comes to life through immersive ‘Airbnb Experiences’ that connect travellers to local environs, the reassuring confirmation of a newly booked adventure, and a culture of shared appreciation – ‘thanks for being a great guest!’
These brands excel because they seamlessly integrate their look, voice and the overall user experience. This holistic approach is what we call ‘total brand experience’.
Within the scope of total brand experience lies an essential component that often goes unnoticed yet is fundamental to the brand’s expression: verbal identity. Verbal identity is the linguistic embodiment of a brand. It encompasses everything from choosing a name to forging a language that is unequivocally associated with the brand, covering tone, messaging and narrative. A brand’s verbal identity is the necessary companion to its visual identity, carrying the total brand essence through language, and mirroring the impact of its visual counterpart.