Chris West

Founding Partner and CEO of Verbal Identity, Bestselling Author


Chris is a unique combination of insightful strategic thinker and highly-awarded writer. Chris is the Founding Partner and CEO of Verbal Identity, a strategic brand consultancy specializing in the power of language. Clients include Alphabet’s ‘moonshot factory’, LVMH, Vauxhall, John Lewis, and start-ups from fintech, data science, and beauty.


He founded Verbal Identity in 2010 to help company and department leaders define the strategic vision for their business and bring it to life with language. His firm has guided global and national brands, relaunches, and start-ups, from B2B and B2C to tech and luxury and everything in between.

Previously, Chris ran a project-based advertising agency for 10 years working with global clients and before that, he was one of London’s most awarded copywriters for his work across the Guardian, adidas, British Airways and the Conservative Party. In 2016, he was the convening President for the inaugural verbal branding jury at the LIA.

Chris is also a Bestselling Author. He has written two books to date: ‘Strong Language: The Fastest, Smartest, Cheapest Marketing Tool You’re Not Using’ and ‘How Words Work’.

Outside of work, he contributes to The Sunday Times and is a Contributing Editor at a leading UK luxury magazine. He wrote “A Little Worm” which won Best Film at the Barcelona Film Festival.

‘Strong Language: The Fastest, Smartest, Cheapest Marketing Tool You’re Not Using’

“A great brand voice grabs attention, persuades your audience, and builds loyalty.” But as the number of brand channels explodes, organisations are finding it harder than ever to create a consistent, differentiated brand voice and express exactly what they stand for.

In Strong Language, international tone of voice expert Chris West walks readers through the process of creating a compelling brand voice – and getting everyone to use it from day one.

In the book, he wants readers to discover the three levels that every brand voice operates on, and learn step-by-step how to create practical tone of voice guidelines, flex their brand voice for different situations, and get organisational support to create the change they want.

Drawing on his experience working with hundreds of brands – including Alphabet’s Moonshot Factory, Harry Winston, the world’s biggest carmaker, and startups in fintech, edtech, and skincare – Chris West’s Strong Language framework tries to guide readers to the breakthrough voice they need to outsmart and outperform competitors.

‘How Words Work’

How Words Work was initially created as promotional material for the brand strategy consultancy, Verbal Identity, to open the eyes of CEOs and CMOs to the value that smart language can add to their business.

He said about his book: “It was great for my ego that my book hit #1 just 36 hours after launch, but I think the real story there is that an increasing number of business leaders are looking to language as the most underused, yet most powerful, marketing asset that can cut through the noise and win customers, deepen their loyalty and de-position rivals. Just with words! The book, ‘How Words Work’, was recognised at the 2017 D&AD Awards.