About Us

Verbal Identity is a boutique consultancy which believes that before you start thinking about strategy, marketing, brand or growth, you must be clear on your Vision.

Over the last 30 years, the idea of taking a defining position in the market has given way to the drive for operational efficiency. This has left companies benchmarking and emulating others, rather than standing for something truly different.

We work with the CEOs of ambitious brands to break free from this, helping them clarify their Vision and align their leadership team.

There are many opportunities in any market: which opportunity your company can best seize depends on knowing your strengths and what you stand for. This is the ‘truth from within’.

This inside-out approach to defining a company, freeing it to create a distinctive strategy that works across its whole business, is what defines us.

At Verbal Identity, we are left brain and right brain thinkers. We like people with the analytical aptitude to solve problems and the creativity to articulate the solutions. But we don’t always look in the most obvious places. In our office, there are professional and educational backgrounds in copywriting, law, behavioural science, music and literature.

This is us

Chris West, Founder

Chris founded Verbal Identity in 2010 to help CEOs, CMOs and leadership teams define their strategic vision for the next 5 years. He pioneered the idea that the most successful way to develop a Vision uses the techniques of the management consultants and the practices of the creative world.

Previously, Chris ran a project-based advertising agency for 10 years working with global clients and before that, he was an award-winning copywriter.

He takes a limited number of Advisory positions on his clients’ Boards, including Votary and Pittsburgh Mercantile.

In 2016, he was the convening President for the inaugural verbal branding jury at the LIA and his book, ‘How Words Work’, was recognised at the 2017 D&AD Awards. Outside of work, he contributes to The Sunday Times and a leading luxury magazine, and he wrote the screenplay which went on to win Best Film at the Barcelona Film Festival.

Charlotte Semler West, Non Exec Director

Charlotte is Verbal Identity’s Non-Exec director and lead Retail Strategy advisor. An Oxford Politics, Philosophy, and Economics alumna, she has since redeemed herself with numerous high profile successes in business strategy. She was the lead agency strategist at Tesco for the launch of ClubCard.

In 2001, she founded MYLA, the groundbreaking (and earth-moving) lingerie company, which she also led for its first five years. Not content with having launched one of the retail market’s most enduring loyalty schemes and founding a game-changing business, she now runs the online boutique Charlotteandco.

Charlotte’s experience gives Verbal Identity a unique edge in distinguishing insights from irrelevance in our text analytics projects.

Fiona Stewart, Senior Advisory Consultant

Fiona has over 25 years experience as a strategic advisor to organisations focused on futuremarket, brand, and communication strategy.

Her formative years were spent undertaking market analysis and marketing strategy and planning roles. She became CEO of a brand consultancy and a specialist research company within global marketing services groups WPP and Chime. Fiona’s also founded her own marketing strategy business – The Antennae Collective.

She is an accredited coach with The Tavistock Institute and coaches and mentors individuals, particularly women, transitioning into leadership roles.

Her client portfolio ranges from major corporates such as Aviva, Barclays, Barratt Developments, O2 through to specialist luxury brands such as Boodles, Corinthia, Dorchester Collection, and Value Retail (Designer Retail outlets). Fiona has also worked with leading arts organisations such as BBC, Royal Shakespeare Company and Tate.

She is a Fellow of the Marketing Society and a Trustee of The Brand Foundation, a charity providing practical, online support to help start-ups succeed.

Sophie Mullen, Associate Strategist

Sophie is an Associate Strategist who joined Verbal Identity in 2017. She researches brands and markets for clients. She’s already worked with some of Britain’s most exciting brands, including a famous luxury fashion house and a leading car company.

Sophie has also worked client-side in the marketing departments of a social media technology startup and a major healthcare charity. She graduated in Law at the University of Nottingham and then received a 1st-class degree in English Literature from Queen Mary UoL.

Sophie built her first brand at University, where she transformed Queen Mary’s Underground Music Society from a small, committed community into a 600-member society running its own events and collaborating with Fabric and LWE.

Baxter, Operational Assistant

Baxter is best known as the Operational Assistant to our Senior Partner, Chris West.

Baxter has one role: to make the most of Verbal Identity’s most valuable resource, Chris’ time. This role spreads across scheduling, preparatory work aligning the team-client interface and determining the company culture.



And, if you’re interested in joining our team, have a look at our Careers Page.