Creating a Powerful Verbal Identity – Event Summary

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Corporate Communications, Employee Engagement & Communications

Jasmine Butler Burnham

Jasmine Butler Burnham

Member Services Executive

The Financial Services Forum


Quirky brands with a distinctly playful tone of voice – examples such as innocent drinks, Apple and Virgin are often cited – seem to be regularly held up as the ‘holy grail’ of verbal identity.

But as marketers of pensions, current accounts and investment funds, those working in the financial services industry are tasked with personifying a somewhat different beast.

Not only do the nature of our communications have a tendency to be a tad more sincere than the marketing of fruit juice and fashionable tech solutions, but we also find ourselves tied to stringent regulatory obligations.

Furthermore, do our customers want to catch their bank or pension provider ‘dad-dancing’ –

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