Advisor360° Brand Voice and Tone
Understanding the space we’re in.
Advisor360° is positioned in the marketplace as not your typical wealth management technology company, serving enterprise companies and their advisors. Our platform allows advisors to stay ahead of the competition, while bringing their clients exactly what they need to pursue their dreams. Our integrated platform helps advisors build stronger client relationships that grow their business. This is where brand voice and tone come in.
Understanding who we are as a brand.
Brand voice and tone ladder all the way up to the bigger picture of mission, values, and vision. So at all times keep who are and how we see the world top of mind. We are honest and transparent, honoring our commitments. Our Brand Promise is our guarantee that Advisor360° products have been built with integrity and an overarching philosophy in mind. This means that anytime a business, client, or investor interacts with our company, the takeaways are clear and consistent: everything we do and build is done for the purpose of improving the lives of those we impact. Even though we are part of the WealthTech industry—we are never stiff or stuffy. We’re fun, yet professional, with a deep focus on community. When writing, remember that our brand must convey that we’re a passionate group of people who care about making a difference, and improving the day-to-day experience for our customers. As a tech company, we are plan-driven to work smart, while building visionary products that create value and save time.
A brand is just like a person.
Think of voice and tone as the personality of the brand. Like a real person, the Advisor360° brand has a style of its own, and this brand personality must connect with the reader. Our brand voice is the North Star, guiding our clients to success, however they define it. Our voice and tone must reflect the spirit of our company in everything we write—while adhering to the language, conservatism, and acumen of our clients’ industries.
What’s the difference between brand voice and tone?
You have the same voice all the time as a person, but your tone changes based on the situation. The same goes for the Advisor360° brand. The syntax of all our materials—internally and externally—must reflect who we are as a company. We want to present the brand in the best light, clearly explaining in helpful, engaging language, what Advisor360° brings to the table.
Voice
Our brand voice is our personality and stays consistent across all copy applications. The words we chose are crucial to enforcing the spirit of our brand. Our voice must convey that we are experts in what we do, and that we’re here to serve and protect those enterprises/advisors who have chosen Advisor360°.
Tone
Our brand tone changes based on who we’re talking to and what their situation is at that moment. Our brand has a lot to say; tone is how we say these things depending on context.
Audience.
We’re about making the day-to-day business lives of our customers easier—whether that’s the CEO or C-suite executive who purchases our platform, the advisors who use our software, or the advisors’ clients who benefit from reporting and tools like Investor360°. You must consider your reader’s state of mind—always and in all ways.
Currently, we have 3 external audiences (“personas”) and 1 internal audience we write to:
CEOs (or major C-suite decision maker in an enterprise company)
Advisors (which include broker-dealers, roll-up RIAs, and insurance advisors)
Advisors’ clients
All staff of Advisor360° (a.k.a. “internal”—this includes full/part-time employees, contractors, leadership team)
Our voice stays the same for all of these personas. The tone must differ depending on the particular audience (scenario they are facing) and medium/channel we’re writing for.
