Three traits, three rules
A trait without a rule is just an adjective. Each trait below comes with the rule writers follow.
Say what happens to the money, every time.
Use exact numbers and dates, never "soon".
No exclamation marks near balances.
Where Lumen Pay sits on three common voice scales.
Before and after
The fastest way to teach a voice is to rewrite real lines. Here are three moments every fintech startup writes.
The word list
Words we use
Words we avoid
Banks and big wallets own navy, royal blue and purple. A new name in those colours looks like a copy. The way you write is the cheapest way to sound different.
Questions
What tone of voice suits a fintech brand?
For our sample brand Lumen Pay: trusted, precise, calm. Pick three traits that are true for you, each with a one-line rule.
How do I write a brand voice guide?
Choose three traits, write a rule for each, show before and after rewrites, and list words to use and avoid. One page is enough to start.
Where should brand voice show up first?
Your homepage headline, product messages like errors and confirmations, and your pitch deck titles.
Does Astitva define brand voice?
Yes. Astitva writes your tone of voice as part of your brand strategy and records it in your brand book. New accounts get 50 free credits.
Get your voice written down
Astitva writes your tone of voice as part of your brand strategy, then uses it in your brand book and pitch deck.
Start free with 50 credits