The verbal infrastructure is how a brand’s marketing, messages and mediums can be connected in a holistic fashion. Words become the energy that flows through the brand infrastructure, often paired with design images to create powerful and connected communications.

How it helps The advantages of a verbal infrastructure are far reaching for a brand and its audiences. The brand benefits from delivering a consistent message that clearly communicates its values, benefits and advantages. It also caters to specific audiences and their wants, needs and interests. Prospects benefit by hearing a consistent message from various mediums, all of which lead logically toward an ultimate sale.

How it is different The verbal infrastructure is not a path a customer takes on a journey. Rather it is the underlying structure that makes the journey possible. The infrastructure provides a platform that allows brand consistently throughout the reader’s journey.

Verbal infrastructure calls to mind the concepts of 360 marketing and a sales funnel. Verbal infrastructure is different as it provides an interconnected landscape that allows mediums and messages to thrive.