Verbal Identity

Language as a conduit for change

Within a larger branding initiative, Arrow’s aspiration for the future and brand strategy was defined. Based on that strategy the brand personality, character, and tone of voice were brought to life to educate internal stakeholders and create global consistency in all messaging.

The language of the brand in all communications was crucial to reinforce the positioning and aid in external perception shift from ‘distributor’ to ‘partner.’ Global guidelines were created in 8 languages along with educational content for sales and engineering teams about the value of a brand.

As the lead and sole strategy consultant  I helped Arrow Electronics create their brand purpose and strategy, operationalize this strategy through a solutions portfolio and visual design system in collaboration with designers,  apply the brand to recruiting, on-boarding, and retention efforts,  develop a verbal identity, and sales enablement program.

* Original writing