Page 5 - BrandBook

Introduction
VOCABULARY
Vocabulary has to do with the words that are selected. Given that JN Bank will have to speak with multiple audiences, with a range of extremely technical and formal (regulators) content to very relaxed and even native (Jamaican/Patwa), on multiple channels, opting to stipulate the exact words might be more limiting than effective. Still the register guide above provides a context to make decisions based on audience and medium. To that end, if a copywriter, who has to draft a brochure for an unsecured loan product, opts for words that are more friendly, considerate, etc, could end up with choices such as “We all need a little extra money sometimes...”. Also, the down-to-earth nature of the brand would make it appropriate to use the Jamaican language in some promotional content such as radio or TV commercials, below the line activations, such as road shows, etc. If JN Bank finds itself alone among its competitors using the Jamaican language in promotional copy this would support the brand personality trait of an independent-thinker (going his own way). Other vocabulary uses include paternal references to taking care, looking out for others, never giving in, figuring out a way, lionhearted, courageous among other sentiments that convey other qualities of the brand essence – fearless and protector/ provider.
Tone of Voice
GRAMMAR
Given its informality copywriters should continue to use contractions in favour of the formal version of the word of choice. Its perennial tagline “We’ll Help You Find a Way” already captures this quality. Additionally, brand stewards and copywriters should ensure the regular use of short, punchy sentences that are simple and clear. This should apply especially for highly regulated documents such as terms of conditions associated with promotional campaigns, etc. This will help to ensure that the customer’s experience with the brand is consistent even when the context calls for the use of technical language.
For example, the line on the JN Bank website would be edited to include a less formal use of language to:
1. Eliminate the use of semi-colons and;
2. Edit the call out to read “We have what you’re looking for”
At the end of the day JN Bank should aim to have the customers say “JN Bank speaks my language.”
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