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Tone of voice is not what you say but how you say it.
Every time we write for Westpac we promise to:
Go beyond expectations (even if we’re a bank).
See the road ahead for our customers wherever you can — guide them with insight, and offer solutions that go above and beyond.
Tell a human truth (but avoid cliché like the plague).
Have a disarmingly honest point of view on everything from the big life stuff, to the tiny details. Don’t sugar-coat it; you won’t need to.
Find the new (especially when it’s old).
Share an insight, say something new, or show a fresh perspective whenever you can — even if it means saying old things in new ways.
Stay sharp as a tack (and cut out the cr*p).
Keep your words short, insightful, clear and simple. Don’t waffle on ... and on ... and on.
The way we talk
Talk like Victoria, not like a bank:
Victoria speaks: its voice is heard in the bars of St Kilda and the pubs of Ballarat, the stands of the MCG and the farms of Yarra Valley. It’s in the songs of Cave and Kelly, the books of Greer and the plays of Williamson. As the only bank born of this city, we too have this voice. We don’t need permission to use it - it’s our birth right. We’re one of the locals, so let’s talk like one.
Talk with the Victorian people, not to it:
When we have the state’s ear, make it matter. Imagine you are having an insightful chat with a local. Be honest and true. Sensitive and intelligent. Be self-aware not self-important. Be passionate and provocative. Literary yet direct. Everything is a conversation.
Be for the city and the state, not just from it:
Our city and its people come first. We should be champions of others, not ourselves. So whenever we talk about our city and its incredible people, it’s with admiration and pride. By contrast, when we talk about ourselves, it’s with humility and helpfulness. We’re facilitators, remember that.
Know Victoria more than anyone:
We’re not Tourism Victoria, we’re not selling the state or the city of Melbourne to others. But we are experts on our home. So be relevant. Don’t talk in clichés and stereotypes. Genuinely look and listen. Know what the people of Melbourne and Victoria know.
In every brief, find a human truth that you can relate back to banking, then make that truth as ‘local’ as you can. Be Poetic. But make a point. Write less. Say more. Keep it simple. Be the Bank FOR Victoria & Melbourne. Always.