CASE STUDY
Creating a brand-aligned tone of voice for a private bank
Challenge
A centuries-old private bank knew its clients’ profiles and needs had changed significantly. It planned a complete rebrand to reposition the institution as a fast-moving, forward-thinking financial partner.
As part of the rebrand, the bank sought Wordtree’s expertise to communicate a new relationship with clients – and to bring teams along on the journey.
Solution
We led an intensive engagement process across three countries and multiple sites to identify and articulate the bank’s new tone of voice.
It had to feel luxury, but not stuffy or ingratiating. It needed to be clear and to-the-point, but boutique. And we needed to convince teams who were extremely loyal to the bank to adopt the change.
First, we articulated the tone of voice in a clear strategic framework. We then built this out into easy-to-use guidelines – and we trained 600+ colleagues in two continents to adopt the approach. This included one-to-one executive coaching with senior leaders – and specialist training for clients working in different roles, from customer service, through to private bankers, analysts, marketing and more.
At the same time, we drove a organisation-wide initiative to update vast suites of communications in the new tone.
Results
As the new tone of voice began to embed, the bank saw an improvement in client satisfaction rates and efficiencies across the board.
It reduced the number and length of communications being sent to clients, while increasing their quality. And through thoughtful stakeholder engagement and management, teams fully embraced the new approach.
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“I was fortunate enough to work with Liz and her team when we rebranded. Wordtree are true subject matter experts. They have the rare and special ability to contextualise the brand in the mind of its clients.”
Private bank