Clydesdale and Yorkshire Bank’s tone of voice didn’t reflect its straightforward, direct approach to banking. When the public turned against the troubled banking sector, the Bank needed to show that it was different from its competition.
We helped Clydesdale and Yorkshire Bank transform its tone and find an authentic voice. Crucially, we ensured the brand guidelines made sense in a variety of contexts. Since then we have rewritten and produced hundreds of communications to ensure the tone of voice is always spot on. We’ve also run tone of voice training workshops for internal teams and new starters, where we help them to elevate their own writing to ensure consistency across all communications.
Over the course of our seven-year (and counting!) partnership, customer communication has become a clear point of difference for Clydesdale and Yorkshire Bank. The Bank’s communications consistently benchmark higher than those of its competitors and the customer experience has improved overall, as evidenced by better NPS scores. Our training sessions have helped build the team’s confidence to expand into multi-channel communications. We are particularly proud of transforming the Bank’s branch closure letters from the most-complained-about to the least-complained-about communications, demonstrating something we’ve always known: the right words can change minds and win hearts.
Our copywriter training will arm your team with expert writing tricks, so when you need to get communications out fast, you know they will be clear, concise and on-brand.
Our experts can define your tone of voice, implement consistent messaging across your communications and help your content writers become fluent in the language of your brand.