Identity

We started with a mission to bring each client’s voice and style to every bit of their content. Over the past decades we’ve observed that the outcomes we’ve long pursued are all determined by one source: Identity.

Personally, your identity is not what you do. Your identity is what motivates you to do what you do. We call this the “first cause”. As an organization, however, your identity must be your collective actions. We apply principals to establish your organizational identity so that it connects with individual identities – including your the public, your potential customers, existing customers, employee base, and ultimately with you.

Identity is not brand. The most powerful brands build longevity through a profound connection to meaningful purpose – the kind that benefits beyond itself. So Verb establishes your identity first, and then actuates a brand that powerfully reflects your identity.

At Verb, when we talk about vision, we’re not talking about the muddled mashup of mission and vision. The confusion around these two, on balance, has undermined their own purpose: clarity. Vision is a picture of a specific goal you aim to achieve – and for your employees, a specific time it will be achieved. Any meaningful goal can only be set from a purpose founded upon identity.

The values of an organization will shape behavior, culture, and ultimately the perception of your customers. These incredible guiding principals are the connecting bridge between your intentions for who you serve, and perceived reality of how you serve. Without knowing your identity, the customer’s journey across this bridge ends nowhere.

Why we’re obsessed with identity

I have two favorite parts of my job: The first is watching people discover that their true purpose is good, right, and incredibly powerful. The second is watching their reaction to the fact that this purpose has always been there, causing friction when they felt misaligned with it, and propelling with visceral force when they step in stride with it.