Tone of voice
It’s about what we say and how we say it
Let’s start at the beginning
We’re a simple brand
One with a confident message that’s easy to understand. Staying true to our tone of voice is key to creating an outstanding online experience.
We’re warm, friendly and energetic, with a dash of British charm. We like to make our members smile and put a spring in their step.
That’s just how we do things. We create content that connects with our members because they’re at the heart of everything we do.
Our social channels
These are an extension of our brand and give our members a chance to be part of more than just a network. A network that’s supportive and trustworthy and keeps them safe.
Our brand values
We focus on what matters
Conversations and collaboration are at the heart of our business
Some companies keep secrets. We don’t
We don’t waste money. We find new efficient ways of doing things and return the savings to you
Easy to say, hard to do. We always try
Our brand personality
It’s in our DNA
We’re happy to talk to you if you want. We’re happy to listen if you want to talk
We don’t need to be for everyone, so we enjoy our way of doing things
We really love what we do and are determined to do it well
In a positive way. Making things better sometimes upset the big boys, we don’t mind that
Tone of voice
Our brand value + our brand personality = Tone of voice
As if we’re talking to our mates. We’re happy and friendly
We’re easy to understand by using clear and simple language
It’s about using short sentences. Let’s not make it complicated
We make our members smile where we can
So we are
- Friendly - but not annoying
- Honest - but not blunt
- Upbeat - but not overbearing/flippant
- Challenging - But not aggressive
- Informative - But not patronising