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How we speak
Our words are powerful
It’s not just what we say that matters, but how we say it. Our voice and tone make us unique, and the way we speak can help people to get that lovely, peaceful Money Calm feeling.
Words shape identity
The words we use, and how we use them, are an important part of our brand identity. They shape the way the world sees us and help bring our customers closer to Money Calm. The words we choose can mean the difference between something being ignored, feeling irrelevant or contributing to financial anxiety – and something being noticed, engaged with and contributing to financial peace of mind.
Like people do, we adapt our tone
The way we speak changes depending on context. Who we’re talking to, and where they are on their journey with us, both have a bearing. We flex our tone by dialling certain elements of our brand character up or down - in just the same way you’d adapt your own tone between a presentation to colleagues versus chatting to friends at dinner.
Our three brand behaviours guide how we speak
Every aspect of our brand aims to instil three things in people: confidence, clarity and control. This is because we know that, when it comes to finances, those three feelings are instrumental to people feeling calm. So everything we say as a brand should be about projecting confidence, clarity and/or control – depending on the circumstances
Don’t forget to apply common sense
These principles are here to serve as a guide, rather than a set of hard and fast rules. It’s up to you to use your judgement if something doesn’t feel quite right in the specific context of what you’re writing.
Our voice
Our brand voice is always Honest, Uplifting, Reassuring and Informed.
How are we honest?
We’ve got nothing to hide. All our cards are on the table and we’re transparent about our services and providers. We inspire trust and tell people exactly what they need to know.
- Use plain English
- Use clear headings that help guide the reader
- Use the active voice, not the passive voice (i.e. ‘You’re saving money’, not ‘Savings are being made’). Always be clear on who is doing what
- Be concise (but not abrupt) with words and style. Use short sentences, use bullet points.
How are we uplifting?
We cheer people on to complete their to-do list and we help them feel optimistic about what they can achieve. We free them from their money worries, and we use words that convince people they can Get Money Calm.
- State the benefit first, don’t focus on the problem
- Avoid anxiety: urgency isn’t catastrophe
- Give a silver lining: help the reader understand what they can look forward to
- Use supporting words and statements
How are we reassuring?
We respect that money matters are personal. What’s worrying people is our problem to solve and we understand that one solution doesn’t fit all. We’re the arm around the shoulder when things get a bit much.
- Let the reader decide. Suggest, don’t prescribe
- Divide text into need to know and good to know
- Use ‘you’ to remind customers they’re in control
- Don’t be categorical. It’s never obvious or simple for all. Say ‘some of us’ not ‘we all’
- Use rhetorical questions
How are we informed?
We know our stuff. Our expert team are up to speed with all the latest information and deals, but that doesn’t mean we bombard people with useless facts. We help them understand things better, so they can make the right decision.
- Give examples that show what we mean
- Signpost important information with headings
- Confront jargon: don’t let words get in the way
- The full picture doesn’t have to be every single detail: an overview can be just as informing
Our tone
How we project confidence
When we need to get people’s attention, we dial up confidence. Confidence increases people’s appetite to Get Money Calm.
By being confidently unexpected
We pair words together unexpectedly. We use unconventional turns of phrase. We’re not like the rest of the fiercely logical financial world, so sometimes we use a dose of the illogical. There’s no room for usual tropes or expected clichés. That’s why we say things like ‘calmer than a banana’. A banana isn’t something you measure calm by. It doesn’t necessarily make literal sense. But it just sounds right, and people won’t have heard it before.
Even ‘Money Calm’ is a concocted expression that doesn’t strictly make grammatical sense. That’s confidence for you.
By being confidently optimistic
We’re utterly convinced that we can save people money, and improve their financial lives. We’re not shy about that conviction. So we avoid tentative language like ‘trying our best’ and ‘seeing what we can do’. Our language needs to be inspiring in its optimism.
By using irreverent humour
Our challenger brand roots shape how we speak - which means being a bit irreverent sometimes. Of course, there’s a time and a place for being playful. Sometimes we need to treat money matters with the seriousness that others do. But, particularly when we’re first engaging with people, we shouldn’t be afraid of showing a bit of bombastic, slightly silly personality.
How we project clarity
When we need to explain things to people, we dial up clarity. Clarity increases people’s understanding of how they can Get Money Calm.
By using plain English
We avoid the jargon-y language of regulators and lawyers. It’s better to use a few extra words to be plain and clear, rather than use one jargon-y word. Part of the reason people come to us is because they’re put off by how the financial world communicates. We shouldn’t be adding to it. We should be respite from it. So never use a long word when a short one will do. Which reminds us: use ‘use’ not ‘utilise’.
When writing content that needs to be search-optimised, we may need to use technical language (e.g. telematics or mortgage porting). But just ensure that it’s explained in plain English the first time we use it.
By sorting the ‘need to know’ from the ‘good to know’
We present essential information first. Then the wider context or implications.
By being specific
Don’t leave the details open to interpretation. People often struggle to understand the real-life implications of finance-related terms. Just being a little bit more specific can often help comprehension a lot.
By signposting what we’re talking about
From SIM-only deals to dual-fuel deals, we talk about a whole lot of different things. We should always spell out what we’re going to be talking about before we do so. In content, use headings to give structure and tell a story to help guide readers through. Use short headings to clearly describe each section.
How we project control
When we need to take people through a process, we dial up control. Control increases people’s feeling of being in the driving seat to Get Money Calm.
By signalling our expertise
Make it feel like we always have the answers. Providing clear examples and implications gives the impression we’re helping people stay one step ahead.
By using the active voice, not the passive
Wherever possible, explicitly reaffirm that the customer has done something. Using the active voice helps remind people what they have achieved.
By making people feel comfortable with downsides as well as upsides
Of course, we’ll want to stress the upside. But we don’t hide the downside. In doing so, we gently make sure people feel prepared for every eventuality.
By reiterating we’re on the customer’s side
Use language that demonstrates shared effort. Show that we’re taking the strain, and working around them.
Using branded words
The words and phrases that are uniquely ours.
The most important thing is that the way we speak embodies this. We don’t always need to use these phrases explicitly to do that.
Referring to Get Money Calm.
We don’t necessarily have to say it to convey it. It’s more important to instil Get Money Calm through projecting confidence, clarity and control than it is to repeatedly use the phrase itself.
Everything we write should help our customers to Get Money Calm. Editorially, if we need to say it, it’s probably because we’re not doing it. In future, we’ll need to say it less and less because more and more of our customers will already be experiencing it.
Alternatives to Get Money Calm
Rather than repeating the phrase, be more subtle and try these alternatives instead:
- On top of your money/finances
- In control of your cash/money/finances
- Financial peace of mind
- Feeling chill about money
- Make the most of your money
- Bring your bills into blissful zen
- Simple, smooth and sorted
