ING Bank, Global Tone of Voice
Global tone of voice strategy for an international banking and financial services brand.
Global tone of voice strategy developed for ING Bank in partnership with brand consultancy Van Doren Fitch. The project focused on defining a more compelling, distinctive brand voice that reflected ING’s evolving target audience and differentiated the bank within a highly competitive global market.
The work involved establishing clear tone of voice principles and copy guidelines designed to support inspirational, customer-focused communications—balancing a strong “what’s in it for me?” message with a tone that felt human, engaging and confident rather than corporate.
Particular emphasis was placed on creating a voice that could translate effectively across markets and languages, ensuring global consistency while allowing for local nuance. The result was a robust tone of voice framework designed to support ING’s international communications at scale.