Why Monzo Tone of Voice guidelines are a game-changer

Pssst…listen up. We’re going to let you in on a secret.

All of the big brands that you know and LOVE have this secret in common.

It’s something that means they don’t have to fret about being overshadowed by competitors.

They don’t have to worry about sending their target audience to sleep with BORING marketing materials.

And here’s the kicker: they don’t have to worry about sounding inconsistent when Debbie from Reception writes their social media posts whilst Brian, the Director, sends out their email marketing.

Why? Because they’ve crafted a strategic, precise and unmistakable tone of voice.

Essentially, they’ve sculpted a voice and personality that is so uniquely theirs that all of their messaging is consistent, memorable and engaging.

Sounds good, right? Let’s unpack what Tone of Voice guidelines are, why they matter and how Monzo, the digital bank, are absolutely smashing it…

Tone of Voice Guidelines: A rulebook for brand voice consistency

Tone of Voice Guidelines are essentially a personality handbook for your brand.

They’re a set of written guidelines that describe how your brand should sound across all of your written communications. They give your brand one distinctive voice that is consistent and clear – regardless of whether you’re communicating via:

• Social media
• An app
• Email marketing
• Your website
• Printed brochures
• In-person

Essentially, keeping your team on track and ensuring all of your content is on-brand, engaging and most importantly…that it sounds like “you”.

Because it’s so much better for your brand to have one clear voice – as opposed to a noisy chorus of inconsistencies.

Why a unified tone of voice is crucial…

Imagine trying to make friends at the office, and each day you present a completely different version of yourself.

• On Monday, you’re the life of the party, full of office banter and engaging in chit-chat.
• By Tuesday, you’re a recluse, ignoring greetings and avoiding eye contact.
• Come Wednesday, you’re full of rage, shouting at everyone and criticising them.
• But by Thursday? The office clown has returned.

Can you imagine how your colleagues would feel around you?

The inconsistency is not only confusing, but it’d be difficult for them to trust or connect with you genuinely.

Now apply this to your brand’s communication. If the tone of your messaging varies wildly from one interaction to the next, it can create the same confusion and mistrust among your audience.

Just like your real-life relationships, a consistent, recognisable tone of voice builds familiarity and trust – allowing your audience to connect with your brand in a meaningful way.

Monzo: Tone of Voice Guidelines

But that’s enough theory for now.

Let’s take a look at how the digital bank, Monzo have managed to use their Tone of Voice as their Unique Selling Point – and why it works so brilliantly…

1. Normal is better than formal

Realising that many people are distrustful of their banks, Monzo decided to flip the switch.

Lots of business owners make the assumption that because they’re writing about serious things, they need to use formal, stuffy language. And many traditional banks would argue that managing people’s money is as serious as it gets.

But, research shows that pretty much everyone (including skilled professionals) prefer clear, straightforward and simple language.

And Monzo got the memo.

So instead of using the formal, impersonal jargon that we’re used to from traditional banks – they use clear, simplistic and very human language. Not only this – but they give their team a very clear method of doing this, too:

Source: Monzo Tone of Voice guidelines

Their method of asking team members to read their content aloud means that whoever is producing content for Monzo can quickly check whether it aligns with their overall messaging without breaking a sweat.

And it also paints Monzo as:

• Trustworthy
• Approachable
• Straightforward

Because by making a conscious effort to use the same language as their audience, Monzo humanises their brand and immediately puts customers at ease.

2. Emojis

The second way Monzo are smashing it with their guidelines is through their emoji use.

A bank using emojis?!

Quite revolutionary for their time, and not what you would expect from your very traditional Natwest, Barclays or Santander, either.

Monzo knew this, though, which is exactly why they’ve gone ahead and sprinkled them throughout their communications.

As an end-user, these feel:

• Down-to-earth and personable
• Conversational and friendly
• Approachable and very “human”

But there’s a fine balance to strike when it comes to emojis. Use too many, and it can seem inauthentic and overly enthusiastic – but use too few, and your tone may appear dull or too formal.

Like Goldilocks, Monzo have got it…*just right*

Take a look at their Tone of Voice guidelines section below:

Source: Monzo Tone of Voice Guidelines

3. Active Voice over Passive Voice

Next, Monzo’s insistence on using active voice over passive voice is also a game-changer. This simple grammatical choice makes a world of difference in how a message is received.

In the active voice, the subject performs the action:

“We’ve decided to close your account.”

It’s direct, straightforward, and engages the reader immediately. It also allows Monzo to clearly take responsibility for their actions.

In contrast, the passive voice distances the subject from the action, which can seem cold, uninvolved and distant.

“A decision has been made to close your account.”

See the difference? Monzo’s focus on active voice accomplishes several things:

• Efficiency – Active voice uses fewer words, which means messages are quicker to read and easier to understand.
• Transparency – It is much clearer who is doing what, which builds trust and allows them to take ownership for their decisions.
• Empowerment – Finally, active voice often empowers the reader, making them feel like a part of the process rather than a passive observer.

The result? An empowering, straightforward and trustworthy brand that consumers gradually trust and grow fond of.

Here’s what the Monzo Tone of Voice guidelines say…

Source: Monzo Tone of Voice guidelines

4. They know when to break the rules…

Finally, and likely one of the most critical aspects of Monzo’s Tone of Voice Guidelines is that they recognise when it’s time to break the rules. Go a little wild. Deviate from standard grammatical or stylistic rules for the sake of effective communication.

For example, they’re not afraid to start a sentence with “and” or “but” if it makes the message more compelling.

A shock-horror to many of our school teachers, we know.

But this is a nod to the flexibility and adaptability of their brand. And something that likely goes hand in hand with being an industry disruptor and innovator. It’s not about being reckless with language; it’s about knowing your audience and how to best communicate with them.

So how is all of this a game-changer for Monzo?

• They stand out: In a world where banks are often viewed as faceless corporations, Monzo’s distinct tone of voice sets them apart from the rest.
• Builds trust: Their clear, straightforward language and consistent messaging build a level of trust that most banks only dream of achieving.
• Enhances user experience: Their consistent tone across all platforms cements their personality as one that is straightforward, warm and frankly…a little more human. And that feels great to users.
• Scalability: Having a well-defined Tone of Voice Guidelines makes it so much easier for the team to scale without losing the essence of what makes them unique – whilst still giving individuals the flexibility to be authentic.

Need a hand crafting your brand’s Tone of Voice guidelines?

Here at Root Fifty-Two, we understand the power that our linguistic choices have over the world that we live in. We only have to think about novels and books and stories and songs to understand that words make people feel emotions.

And when it comes to business and building the trust of consumers, words are equally as powerful. However, we also appreciate that the digital landscape can feel more competitive than ever. Which is why it’s even MORE crucial for your brand to stand out from the crowd.

The best way for you to do this is to develop a solid brand identity and tone of voice. If that feels overwhelming, don’t panic – because we’ve got your back.

Drop us a message here or give us a call on 01282 911910 and let’s get started.