Page 4 - BrandBook

Introduction
“If you want your communications to be in harmony,
you’ve got to keep control of the tone” - Albrighton
CONTEXT:
Paying attention to the brand voice is one of the ways a brand can achieve a single recognisable tone when interacting with customers.
In the same way having a consistent look and feel in design across advertising, branded collateral and signage is the ideal, it is just as desirable to ensure that the content feels like it’s coming from a single source. This is why managing written tone of voice is a key part of attaining a unified character across all communication – internal and external.
“Tone of voice governs what you say in writing, and how you say it –
the content and style of textual communications, in any setting and in any medium.”
– Tim Albrighton (2010)
Value 1
Down-to-earth
REGISTER
Value 2
Fearless
Value 3
Protector/provider
Tone of Voice
Although the brand is down-to-earth at its core there are attributes of conservatism that characterise the personality of the JN Bank. As such this will affect the register of the tone, along with the fact that the bank will have to communicate with different audiences. The guide below is intended to point the way so that users can deliver effective communication without compromising the tone of the brand’s voice.
EXTREME 1
Formal
Detached
Serious
Laidback
Professional
JN BANK VOICE
Friendly yet appropriate
Considerate and Warm
Has a sense of humour
Temperate/moderate
Relaxed Corporate
EXTREME 2
Chatty
Warm
Humorous
Lively
Wacky
2