[4] This ability to engage in an ongoing dialogue with customers provides an opportunity for companies to more firmly cement their products and services into the consumer consciousness, but doing so successfully requires a consistent, well-defined approach to the use of language.
As of 2013, many larger agencies have begun to offer tailored verbal identity services to their clients,[8] with a number of smaller boutique consultancies also emerging to cater for the increasingly high demand.
In 2016, the London International Awards introduced a verbal identity category where entries were judged upon their naming and tone of voice, among other linguistic qualities.
This can regularly occur in organisations which have grown to fit very specific niche markets, for instance technology, or in those situations where a particularly strong leadership exists.
Conversely, companies may have trouble maintaining a cohesive verbal identity if they deliver a particularly broad range of products and services, or are extremely large and rely on heavily devolved corporate governance structures.
Verbal identity is also delivered internally in any situation in which language is being employed on a day-to-day basis, including presentations and meetings among staff at all levels, as well as company briefs, memos, and other official communications channels.
Because developing and maintaining a coherent verbal identity across an organisation requires a high degree of unified strategy, a number of problems may be encountered.
Organisations which are particularly fragmented or which rely on heavily devolved structures in their governance will also find verbal identity implementation difficult without clear lines of responsibility and authority.