Stand out with a strong brand voice
Is your brand voice connecting with your audience? Brand identity goes beyond appearances—it’s about how your values, expertise and approach come through in your content. Inconsistent messaging weakens your impact, and a consistent tone is crucial for making a lasting impression.
A common challenge is that brand guidelines often offer only minimal advice on positioning. Typically, it’s a single page suggesting using an active voice, everyday language and an optimistic perspective. While helpful, this guidance leaves two key challenges.
First, how do you get started? For non-professional writers, such guidance can feel like a tennis coach asking you to “hit the ball in the middle of the racket”. Good advice, but tough to execute without practice.
Second, how do you capture your brand personality? Principles like clarity and simplicity make content easy to understand, but they don’t necessarily bring your brand’s unique personality to life. The real challenge is adding that extra touch to make your writing stand out in a crowded market.
Working in harmony
For private banks, wealth managers and asset managers keeping a professional image is essential—especially when trust and credibility are at the heart of client relationships. Your brand must resonate clearly through your content so your values connect with them.
Our approach focuses on crafting clear, consistent messaging that speaks directly to each audience segment. We help our clients develop detailed, tailored key messages for each of their target groups, from individuals and families to professional partners, institutional investors, charities and more.
Here are some examples:
Investment principles: “We believe in the value of staying invested through even the most challenging market conditions and focusing on enduring investment themes.”
Client commitment: “Nothing is more important to us than safeguarding our clients’ assets. We have systems and processes in place to ensure they are always safe and secure.”
Client relationships: “We focus on understanding our clients’ unique needs, building trust through personalised service, and maintaining strong, enduring relationships.”
Transparency: “We provide straightforward, transparent information to help our clients stay informed and confident about their financial decisions.”
Once you’ve defined your key messages, they become the foundation for clarity, continuity and consistency across all communications. Not every message needs to be conveyed all the time—choose what’s most relevant for your audience and context, then draw out the key theme.
With these key messages in place, we ensure all your content—whether it’s a brochure, webpage, report or guide—aligns with your brand values. This way, your communications will be consistent, cohesive and resonate strongly with your clients, ultimately building stronger relationships and fostering greater trust.
Let’s talk
Don’t let inconsistent messaging hold back your brand. Get in touch today to make sure your content reflects the strength of your brand voice—your audience is listening. Call Chris Nutt on +44 (0)20 3328 5498 or email chrisnutt@investorcoms.com