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Adapt our tone
Flexing for effect
Chatting to your granny, banter with your mates, giving a work presentation – you’d change the way you speak for all these, right? We do the same. The way we speak changes depending on who we’re talking to, and what’s going on for them.
Everything we write for the web and app is guided by our strategy:
We provide personalised clarity and control to help you make the most of your money, effortlessly.
Give me clarity
Emotional
Let’s take a deep breath.
This space is emotionally immersive. It should be like diving into a world of serenity and can use any language of relaxation: breathing animations, flowing landscapes, sunrise gradients, etc. It can also be used to host advertising communications, as long as it follows our wider brand strategy.
Give me control
Functional
Let’s get you what you want.
This is a lighter, clearer space. It’s where our customer gets informed, takes action and feels in control. It should be uncluttered, with as much white space as possible so the content is digestible. Elements of branding still come through but with lighter touches: gradients in titles, illustrations, layering effects, CTAs, etc.
Our tone adapts, depending on who we’re talking to, and where they are in their journey. There are times when our tone can feel more emotional to give people clarity, and times when we can be more functional, to help people feel in control.
Emotional
We’re uplifting
We free our customers from their money worries and cheer them on. We let them know they can get things done.
We’re reassuring
We’re the arm around the shoulder when things get too much. We help customers keep moving forwards.
Functional
We’re honest
Our customers trust us to tell them exactly what they need to know, getting them one step closer to Money Calm.
We’re informed
We help people understand things better, so they can make the right decision.
We tend to speak with more Emotion at the start of a journey. It’s when we let people know about the human benefits. We often get more Functional as the journey moves on. It’s when we get into the details that help you get things done.
Emotional
Uplifting & Reassuring
at the start of a journey
Functional
Honest & Informed
as the journey goes on
We’re uplifting
When a customer is being introduced to new offers or ideas, we help them feel optimistic. We set an inspirational tone from the start. Use charm and humour if it feels appropriate, to lift the spirits. Turn negatives into positives – don’t focus on the problem, focus on the solution.
We’re reassuring
When a customer is considering a new offer or purchase, they might be feeling uncertain. We strike a supporting tone that puts them at ease. Have the answers ready – use clear examples to remove doubt. Respect the customer, create a sense of empathy and shared effort.
We’re honest
When a customer is considering a new offer or purchase, they might be feeling uncertain. We strike a supporting tone that puts them at ease. Have the answers ready – use clear examples to remove doubt. Respect the customer, create a sense of empathy and shared effort.
We’re informed
When a customer is considering a new offer or purchase, they might be feeling uncertain. We strike a supporting tone that puts them at ease. Have the answers ready – use clear examples to remove doubt. Respect the customer, create a sense of empathy and shared effort.
Adapting for our audience
If you’re speaking to all our audience groups, use our brand voice broadly. But if you’re speaking to a particular group, try to put more emphasis on the most relevant tone pillars.
Sensible
Nest Builder
- Our youngest group
- They’re impulsive
- They go for a low price over a trusted brand
Tone tips
- Be uplifting to inspire quick decisions
- Be reassuring to highlight the price benefits
Weekly
Waged
- Our ‘growing family’ group
- They’re impulsive
- They’d like more confidence with money matters
Tone tips
- Be uplifting to inspire quick decisions
- Be reassuring to make them feel more confident
Savvy
Savers
- Our middle-aged group
- They want a competitive price
- They want polite service and reliable info
Tone tips
- Be reassuring to highlight the price benefits
- Be honest: tell them exactly what they need to know
Unbendable
Budgeters
- Our oldest group
- They want to feel supported
- They’re traditional and want a brand with a defined role
Tone tips
- Be honest: tell them exactly what they need to know
- Be informed in our role as the money experts
