There are many elements that need to be considered when building a brands identity system. All these elements are interconnect and play an important role in supporting each other to clearly communicate the purpose of a brands existence. One of the most complex and extravagant elements in this brand identity tool kit is the visual and verbal language.
A strong visual and verbal language clearly communicates the brands vision, values, personality and purpose to it’s stakeholders and consumers as well as firmly positioning the brand in the market.
To further understand what makes up a brand’s visual and verbal language, let’s take a look at that of Balter Brewing Company. Balter have clearly defined their language and are consistent in their communication, which builds trust amongst their customers. Klopper and North (2011:82) identified three distinguishable properties to consider when discussing the visual and verbal language of their brand; tone of voice, brand symbols and their story.
Tone of Voice
Balter use a very distinct tone of voice that comes across as though they are talking to you as a friend. It’s approachable, authentic, enthusiastic, and thoughtful but most importantly it’s full of quirky humour. Their tone of voice crosses all boundaries and speaks to a wide array of people who are looking for a relaxed, quirky and fun connection with a friend. This tone of voice comes through in all their channels from their online presence, promotional videos, events and even the in(brewery) customer experience. Balter are the funny, confident person in the crowd that we all want to be friends with.
Their tone of voice can be seen through their ‘We love good beer’ campaign. You can see that their messaging is clear, which allows it to cross all boundaries and helps build a unique community of people who follow and support Balters mantra of enjoying good beer.
Balter Brewing Company – ‘We Love Good Beer’ campaign
Balter communicate the use of the best ingredients available to them, the use of the best technology they can afford, and the use of techniques that are geared towards taste during the brewing process. This consistent messaging informs consumers that each product has been purposefully geared to taste as best as it can, building trust and a lasting relationship between Balter and the consumer.
Brand Symbols
Balters brand symbols give character to the brand in both a visual and verbal sense. They have a very clean and clinically look and feel. The main colour they use in their products, premise and online appearance is white. This is contrasted with small amounts of bright vivid colours that are visually appealing and make the products stand out. This clean look and feel also aids in clearly communicating their messages to their consumers with no ambiguity.
Brand Story
Balter has an interesting story that allows them to sell the brand beyond just their products. It was created by a group which includes a larger than normal portion of professional surfers. This has allowed the brand to draw reference from the surf culture it was established in, using some elements of the surf culture brand to build and define their story. This adds value to the brand within the community of like-minded people.
The group set out to make high quality beer that can draw people together and champion the great moments in life. Their visual and verbal language has allowed them to sell the lifestyle, acheivement and championship that comes with their product. This has allowed them to sell more than just their beer but to sell the sense of enjoyment of hanging out with a group of friends, reminiscing after a day on beach, all while enjoying a delicious, flavour-filled beer.
Balter. With enjoyment.
References
Balter Brewing Company Website, 2023, https://www.balter.com.au
Get Smarter. 2023. The componants of a brand identity system (module three). Available on GetSmarter portal.
Klopper, H.B. & North, E. 2011. Brand Management. Cape Town: Pearson
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