Page 6 - BrandBook

Introduction
VARIATION IN THE TONE OF VOICE
In the same way one uses a different language style for conversations with a teacher, boss, judge as opposed to a friend, customers and colleague, copywriters and brand stewards of the JN Bank brand should pay attention to the various ways that the tone can vary.
Such variations include:
MOODS
The language required to get a relationship started with the opening of a savings account may not be the same if the person transitions to a mortgage. Such are the factors to consider when managing the tone of voice of the JN Bank brand.
MEDIUM
It goes without saying that the language/tone should match the medium with the message. Social media, for example, provides the greatest latitude for “customer speak” more so than a newspaper ad and a radio ad could introduce even more dynamism with the
language use, even if it is the same campaign or product promotion. Even with a down-to-earth brand essence, which is given to informality and a lack of airs, brand managers should consider the extent to which the simple and accessible language can be formalised for the required medium without losing the core tone.
AUDIENCE
As we have established before, JN Bank will need to talk with different audiences. For example, the school saver member will be different from the professional who is seeking to get a credit card and even more different from the senior manager applying for a certificate of deposit account. Because JN Bank knows its audience it would know when to use the term “fixed deposit” over “certificate of deposit” , given that the former is more relevant and understandable to one segment of the membership base than others.
Tone of Voice
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Prepared by Kalando Wilmoth