BRAND VOICE GUIDELINES

Full Guidelines V1.0 CONTENTS 04 Welcome 04 How to use these guidelines 05 Our working foundation

07 The four principles 09 Everyday relevant 17 Simpler is smarter 25 Put people first 35 Keep it real

48 Talking to our different audiences 50 16-24 years (aka Gen Z) 53 25-34 years (aka Millennials) 57 35+ years (aka our Existing Base) 61 Business (which considers micro-SMEs and SMEs)

65 Communications quadrant 66 The four sections of our quadrant

68 Breaking down our quadrants 69 Many people / Inform 72 Many people / Engage 74 One-on-one / Inform 77 One-on-one / Engage

79 A guide to using the guidelines 80 Cheat sheet WELCOME TO OUR BRAND VOICE GUIDELINES

They’re your one-stop-shop for whenever you need to write or speak on behalf of Westpac.

Inside you’ll find a quick introduction to brand voice, and our four voice principles. We’ll address our brand’s different audiences - what we call our personas. And lastly, we have a framework for communicating our different messages.

These guidelines have been created to help your writing, no matter which section you are using. They are designed to build on one another, so in the end you’ll have all the tools you need to write in any situation.

*All imagery / illustrations in this document is not owned by Westpac. Although some are stock, the majority will need to be commissioned for intended use. HOW TO USE THESE GUIDELINES

Of course, it’s a good idea to read through the whole document at least once - it will give you the complete overview of what we are trying to achieve with our voice. But once you’re familiar with the guidelines, they are designed so that you can pick up any section that is relevant to what you need and find practical hints and tips along the way.

Tone of voice principles These are the foundations for speaking and writing as Westpac. These have been tested with a vast range of audiences to give us the right ‘stretch’ for our tone.

Audience Profiles These are a more in-depth look at how we can recognise the needs of our different audiences and stretch our voice to make our message resonate.

Communications quadrant This is our framework for considering different stages of an audience’s journey, as well as the different channels in which they will appear. 5 Our working foundation Brand Voice Guidelines Welcome

UNIVERSAL INSIGHT HOW WE DELIVER THIS

Whether it’s day-to-day or life presenting changes, Simpler, smarter, and smoother banking to help you people want to feel in control of their story and take and maintain control - and feel empowered inancially empowered to keep moving forward

Attributes

OPTIMISTIC EMPATHETIC DOWN TO EARTH STRAIGHT TALKING CONFIDENT

• Pride • Personal • Human • Straight to benefit • Openness • Progress • Understanding • No jargon • Straight to the point • Experience • Achievement • Pragmatic • On your terms • What does the • We get it • Choice • Not afraid of • In the real world customer need • How we make our right now? • Little wins tough topics • In real language customers feel • Uncomplicated • Excitement • Listening • Real people • Legacy • Less is more • Confidence • Honest • In their shoes • Conviction • Start something • Backbone 6 Importantly, we are ensuring our Brand Voice Guidelines tone helps shifts behaviours in Welcome our organisation

FROM TO BECAUSE

From a legacy that speaks in intimidating banking CORPORATE RELATABLE terms, to using everyday, grounded language

From spelling out why you should bank TELL SHOW with us, to confidently letting the experience (and products and services) do the talking

From convoluted and lengthy, to succinct and COMPLEX SIMPLE effortless, to read, process, and decide.

From focusing on major milestones, to leaning LIFE STAGES EVERYDAY into the everyday life moments

From being formal and one-size-fits-all, to dynamic and FORMAL PERSONAL adaptive language that makes it feel personal

EVERYTHING STRAIGHT TO From trying to fit everything into one piece of communications, AT ONCE WHAT MATTERS to elevating what matters most and inviting people to read on 01 THE FOUR PRINCIPLES 8 Our voice principles Brand Voice Guidelines The four principles

1 2 3 4

We’re empathetic, so the We’re here to make banking There’s a quiet confidence We’re human, just like everyone first thing we do is put simpler and smarter. Because that comes with 200 years of else. And that connection to ourselves in our customers’ when customers can easily experience. But we don’t let that people means we stay down to shoes. We focus on what is get the information they get to our heads. Instead we use earth and are always empathic important to them to make need, they can take control that experience to look forward to our customers’ needs, in sure our message is relatable. of their financial life. and be optimistic about the future. good and bad times.

We empower customers We’re naturally straight- And customers should feel they We communicate like we’re because when we speak, talking, which means, that for are in control of the financial in a conversation, so when we highlight what’s: us, one thing is always true: life, so when we speak, we: we speak, it means we:

EVERYDAY RELEVANT. SIMPLER IS SMARTER. PUT PEOPLE FIRST. KEEP IT REAL. PRINCIPLE 1 EVERYDAY RELEVANT 10 Principle 1 Brand Voice Guidelines The four principles EVERYDAY RELEVANT

We know banking leads to better things - from tangible, straightforward benefits to experiences and new possibilities. What’s relevant is what’s important to our customers in their daily lives. That might be numbers, such as rates and savings. It might be a feeling, like excitement about new possibilities. And it might simply be something like treating yourself with a little extra money you didn’t know you had. So we highlight that benefit in ways that are friendly, relatable, and maybe even a little bit unexpected. To stay relevant, we find unique, clever, and interesting ways to show how banking can fit into our customers’ everyday lives.

Put yourself Feature it in Keep it Friendly, Don’t say it, in their shoes a fresh way grounded not ‘feisty’ feel it

That’s how you find Find a shared human or While it’s good to make While we want our People have a range of the true benefit. Is it cultural truth that people sure that our writing is personality to shine, we emotions. So can we. If it’s emotional? Practical? understand. Explore using interesting, we should have to make sure that about energy, liven the pace What makes them wit, a play on words, or remember to ground our we don’t come off as with your language. If it’s interested in what a clever observation to message in something having an attitude. Its about anticipation, build it you’re saying? engage the reader. tangible (making it real). about striking a balance. up with a narrative. If it’s Why are we talking to about the numbers, show them in the first place? what they can translate to. Make that clear.

To be relevant to our customer, While we can be clever, Avoid confusing the A way to avoid having Don’t say you’re helpful, we have to interrogate the avoid coming off like message when making an attitude is to feature show how you’re helping. brief to decide the most a know-it-all. it engaging. the benefit. important message. 11 Everyday relevant: Brand Voice Guidelines some practical tips The four principles

DO DON’T

• Do keep it shorty and punchy. See how • Don’t come across as blunt. We can be short, many words you can remove without but you still want to keep the warmth. your message losing its meaning. • Don’t overdo the puns. They work well if we keep • Do ask why people might want it to the headline, but a little goes a long way. a product or a service. • Don’t get bogged down in storytelling. A lot • Do find contrasts. Does this small business of our writing has to be short and sharp, so have a big dream? Does your 80-year-old choose how we want to fill in the details wisely. grandma use the latest tech? It all makes our writing naturally more interesting. • Don’t simply list the specifications. One or two features you want to highlight is fine, • Do include the details. How can you make then get to what they mean for the customer. what you’re writing about more specific? 12 Everyday relevant Brand Voice Guidelines The four principles

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Apple Pay is here. Fast, easy, secure. Switch it up. While it might not seem so different, an easy way to The fast, easy secure way to pay. Apple Pay is here. make it relevant to our customers is to take the benefit and bring it straight into the headline.

Under 30? $50. For whatever The possibility is up to you. Get $50 dollars on us. you feel like. Even though this headline is straightforward, it comes Get $50 with a new Westpac Every new Westpac Choice attached to the idea of Choice everyday bank account. everyday account comes with $50. freedom to do what you like. What you do with it is up to you. 13 Everyday relevant Brand Voice Guidelines The four principles

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Save so you can see more. That project waiting for Tap into a human truth: procrastination. The use of Open a Westpac Life Savings account. T&Cs apply. ‘some day’? Time to started. quotes makes the message Stop dreaming, and start doing. Open a relatable and shows we note: image of a theatre ticket / plane ticket interchangeably Westpac Life Savings account. T&Cs apply. understand the feeling ourselves. 14 Everyday relevant Brand Voice Guidelines The four principles

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You could win a Win the ultimate This example imagines what 65” Samsung TV. reason to stay in. you might do if you won the prize. Here we’re going beyond Here to help take your movie night from We’re giving away a 65” Samsung TV. telling people what they might ok to oh yay. A chance to win with every You’ve got a new chance to win with every gain, but what they might do $100 deposited from 14th January to 22nd $100 deposited from 14th January to 22nd with it once they have it. February into a new Westpac Life account February into a new Westpac Life account opened at one of our Parramatta branches. opened at one of our Parramatta branches.

Your interest rate We only need Often in banking it’s the is going down. 0.25% of a reason. seemingly small changes that make the biggest difference. In line with the Reserve Bank announcement, The Reserve Bank is dropping interest Westpac is lowering interest rates. rates. So we’re passing it on to you. Contrasting the two makes our writing feel more relevant to the audience and makes passing on an interest rate change feel more positive. PRINCIPLE 1 EVERYDAY RELEVANT FOR OUR BUSINESS CUSTOMERS 16 Everyday relevant: Business Brand Voice Guidelines The four principles

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Thinking of opening a Account fees? The double meaning of the business transaction account? They’re accounted for. word ‘account’ creates a different and more interesting Open a new Business Low Account online Open a new Business Low Account Online way into the message. by 30th Nov and enjoy $0 Monthly Plan and pay $0 on monthly account fees Fees for the first 12 months. T&Cs apply. for the first 12 months. T&Cs apply. Additionally, speaking directly to account fees gets to the heart of why this message is relevant to our SME audience.

What if I have big dreams Small business. The juxtaposition of big and small for my small business? Big things ahead. creates interest for the reader. Grow your business with an Unsecured An Unsecured Business Loan* can help you Importantly for this audience, ‘big Business Loan*. Apply online today. grow your business. Apply online today. things ahead’ is aspirational but Eligible Business customers only. For eligible Business customers only. open to interpretation as to what that means to them personally.

You’re invited to our Get the most out The before headline is online banking webinars. of online banking. approachable, but it’s pretty straight down the line - people Take part in our helpful webinars to learn how to We’re holding free webinars to help small know they’re invited but they pay your bills, view your statements and more. business navigate the world of online banking. don’t know why they’d want to. And you’re invited, all you need to do is register. This example highlights how we don’t simply say it’s helpful, we explain why it is: in this case, getting the most out of online banking. PRINCIPAL 2 SIMPLER IS SMARTER 18 Principle 2 Brand Voice Guidelines The four principles SIMPLER IS SMARTER

Banking can be complex, but it doesn’t have to feel that way. Because the best way to navigate something complex is one step at a time. So we work hard to ensure that information doesn’t feel overwhelming. By breaking things down, we help people know what to do next, and get on top of things fast. That way, they’re empowered to make smart decisions. To do this, we say it straight without losing our warmth. Customers can feel in control of their financial life when they are equipped with the right information.

Highlight what’s Break Hero the call Balance Avoid the important it down to action the details usual jargon

What’s the most important If there’s a lot to say, break Give customers a clear Complicated information Banking has its own thing a customer needs it down into easy-to-follow action to follow. Break down like T&Cs are a necessary vocabulary. Only use to know? Lead with that. steps. Bullet points and their next moves and the part of banking industry terms when subheadings are an easy decision-making process communications. But we you need to - to back up way to organise information. can feel smooth and smart. can signpost them clearly, claims, reference other and simplify them if we can. information, even call out product features.

Don’t make your Avoid saying it all at once. Avoid clutter. But remember, Explain uncommon terms customers work too hard avoid oversimplifying the first time, unless they to find what matters. necessary information. are commonly understood. 19 Simpler is smarter: Brand Voice Guidelines some practical tips The four principles

DO DON’T

• Do keep it to one idea per sentence. If it’s • Don’t only write short sentences. Some can be getting too long, simply break it up. short. But it gives our writing more pace and interest if we vary the length of our sentences. • Do use headings and lists. It helps break up information and it also give us another chance • Don’t lean into nominalisation. A common, to inject a little more personality into our voice. ‘businesslike’ way of writing is to turn verbs into nouns. For example, instead of saying • Do think about the function. If we’re asking people ‘upon completion’ try ‘when it’s completed’ to find out more, make sure we include ways to (or even better, ‘when it’s done’). get in touch. For digital applications, think about where people are going to interact with your copy. • Don’t be inconsistent. For example, if you’re using bullet points, remember to use the • Do use the right punctuation. It’s a good idea same style throughout the document. to break up our longer sentences with commas And if we’re capitalising product names and dashes (and even the occasional aside). or services, make sure we always do. It gives structure within the sentence. 20 Simpler is smarter Brand Voice Guidelines The four principles

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A message to all customers who A message from This principle doesn’t always have contacted us recently. the Westpac team. mean we have to give a numbered list, but it does help to break We’re continuing to help a huge number of We’re incredibly sorry to anyone who has been messages down and be very customers with requests for our COVID-19 experiencing delays. We’re currently working clear about what people need to support packages, and this is leading to through a huge number of requests for our do next. People are also much much longer response times than we’d COVID-19 support packages, which means we more likely to notice what we normally be proud of. We’re incredibly sorry are still getting back to some customers. have to say, if we engage them for the delays in getting back to you. at both the very beginning While this is a difficult time, there and the end of the message. Please know that our teams are working through all are a few things you can do: requests as quickly and diligently as possible. We’re 1. If you’ve already submitted a request, we’ll also training and placing an additional number be reaching out as soon as we can. To help of people in out Customer Call Centres to help. make this happen, we’re training and placing If you’ve already submitted a request, sit tight more people in our Customer Call Centres. and we’ll get back to you as soon as we can. 2. Where you can, try online or mobile banking. So that we can answer calls from customers It’s the quickest and easiest way to access your who need our help the most, please use online banking services, and it means we’re able to or mobile banking for your essential banking reach the customers who need it the most. services where you can. For more info on what 3. For more information about what you you can do online and how we can support you can do, visit westpac.com.au/covid19. during this time visit westpac.com.au/covid19. Thank you everyone for your patience. We know We deeply thank each of you for your patience with this is a difficult time, but we will get through this us, and for using our online and mobile banking together. Stay safe and have a very happy Easter. platforms for your essential banking needs. We know this is a very difficult time, but we will get through this and help Australia recover. Above all, please stay safe and have a very enjoyable and relaxing Easter. 21 Simpler is smarter Brand Voice Guidelines The four principles

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How to I apply? How do I get started? This example has the same information, it’s just presented All requests are through the online You can apply for a Flexi Loan right here, just in a way that clearly, simply, registration form which you can access click on the ‘Apply for support’ button below. and directly explains what via the ‘Apply for support’ button. We’re getting a lot of requests at the moment, so people need to do next. Due to the unprecedented volume of requests, it may take a little while to get back to you. Please We should be aiming to get the processing may take some time. Please do not only submit one form (unless you’ve been asked to balance right between being submit more than one form (unless we ask do otherwise), so we can get to your request faster. straight to the point and being otherwise, by direct communication with you), understanding and human. as it will delay us processing your request.

The rate you see is the rate you’ll get. Some rates never change. Consider how familiar or comfortable audiences are with 11.99% p.a. (comparison rate 13.15% p.a.^) Get a low fixed interest rate of 11.99% p.a. terms like ‘comparison rates’ to for new Unsecured Personal Loans. with a 13.15% p.a.^ comparison rate for new, decide how far we need to go. approved Unsecured Personal Loans. Yes, you will actually get our new, lowered rate once you’re approved. And it’s fixed, whether you choose No matter whether you choose to repay to repay it over 1 year, 7 or somewhere in-between. it over 1 year or 7, the rate stays the same. And that means certainty for you. PRINCIPAL 2 SIMPLER IS SMARTER FOR OUR BUSINESS CUSTOMERS 23 Simpler is smarter: Business Brand Voice Guidelines The four principles

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RSVP to our live webcasts. Is your business ready to adapt? The before headline is approachable, but it’s pretty We are helping Professional Services The new normal is coming, and your business straight down the line - people firms adapt to a new normal. may need help to navigate the way. know they’re invited but they Hear from Industry Specialists in our upcoming In a series of live webcasts, hear from some don’t know why they’d want to. Webinar series. To be eligible, sign up today. Professional Services specialists about This example highlights how what change means for small-to-medium we don’t simply say it’s helpful, businesses. All you need to do is RSVP. we explain why it is: in this case, advice for businesses in the face of changing times.

You’re running your own business to make a Every business owner wants to make a While we avoid making profit, however achieving an appropriate return profit. But that’s sometimes easier said assumptions about an individual for your efforts requires strategy and planning. than done. Getting the right return on business’s situation, we can tap your business means you need a plan. into some universal truths. For An annual review of the factors influencing example, every business would your success – and the challenges your We can help, by sitting down with you once a year like to make a profit and get a business faces – will help you act to to look at what works, and what’s getting in the return on their investment. ensure your profits remain healthy. way of your success. So you can take the right steps to keep your profits as healthy as you can. 24 Simpler is smarter: Business Brand Voice Guidelines The four principles

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Whether it is good news or bad, our message will be paid more You’re invited. How will you respond? attention if we give it structure. If we want people to read what Covid-19, Survival Instincts – a global perspective Gain a global perspective on the impact of we have to say, this will be an on the impact of the crisis on businesses and Covid-19 and learn how other businesses are rising important function of our voice. how to respond to these new challenges. to the challenge with our Survival Instinct webcast. The Westpac Group invites you to an exclusive You’re invited to hear from our commercial Webcast to hear from Cathy Yuncken, General General Manager Cathy Yuncken, alongside Manager, Commercial who will be joined by partners from the international management Partners from McKinsey & Company. They consultant firm McKinsey & Company. will talk to potential scenarios on the impact of Covid-19 on business both within Australia In this webcast we’ll: and across the globe, and explore responses • Explore possible scenarios around the from mature businesses to how they have impact Covid-19 is having on businesses protected their franchises and quickly adjusted both in Australia and across the world. to this highly uncertain environment. • See how mature businesses are responding to protect their franchises and adjust to an uncertain environment. • Learn what your business can do to move forward. PRINCIPAL 3 PUT PEOPLE FIRST 26 Principle 3 Brand Voice Guidelines The four principles PUT PEOPLE FIRST

Some brands tell. Great brands show. We understand that leadership is sometimes being ahead, and sometimes it’s being behind people all the way - but that everything starts with our customers. We listen first. We take the time to understand and get to know them. We try to anticipate their needs and match what we’ve learned in 200 years with their current experience, to show them how it can be done. We encourage them to see the possibilities. We help manage their expectations. We focus on what they can do next, and point them to a brighter, more optimistic future.

Show Ask The customer Let them Legacy is a the way them comes first complete the story proof-point

Let people know where Asking a question It’s an old saying, but it’s Keep the final life result Talking about our legacy this is headed. Is it a more can help, even pose a true for our writing, too. open-ended - because is important, but it has its secure future? The next challenge. Questions So our first sentence (or the story doesn’t end place. It’s only relevant to big holiday? A chance to can give people a sense even paragraph) should when they sign-up, it’s people if you show what grow their business? A they’re being listened to. be about them and what just the first step. it means in the now. way forward together? matters to them.

Remember, while we’re We only need to use this tactic When we start a story with Avoid ending the story Our legacy becomes proof of optimistic, our heads aren’t in occasionally. Asking too many us, we risk people tuning out. at point of purchase. how we will keep our promises. the clouds. Don’t overpromise. questions makes it seem like we have nothing to say ourselves. 27 Put people first: Brand Voice Guidelines some practical tips The four principles

DO DON’T

• Do try asking rhetorical questions. They’re • Don’t place words into their mouth. used to get the readers thinking about a topic, We put people first, but we don’t assume rather than needing to give us an answer. what they’re thinking or going to do next.

• Do make an observation. One way to engage • Don’t speculate. Make sure that we’re not the reader is to start by saying something attributing words or thoughts to people true, then giving our point of view on it. when we don’t know that’s the case.

• Do start with the best bits. Or the worst ones. • Don’t fail to offer solutions. The message If we’ve got good news, celebrate it. If it’s doesn’t always need to be positive, bad news, rip the band-aid off quickly. but it should be proactive.

• Do give them something to do next - if people • Don’t make it seem too big a task. can’t do something with your message, Banking’s complicated. Show we value we have to rethink why we’re saying it. them by giving them one thing at a time. 28 Put people first Brand Voice Guidelines The four principles

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For more than 200 years, Westpac Group has Now’s a time of instability for everyone. But People, and what we’re going supported our customers and community if 200 years in the business has taught us through together, must come first. through the good times and tough times. anything it’s that we’ll get through tough We’re showing our leadership times, and onto better ones ahead. Our priority is to protect our people while remaining by showing what all Australians open for business so we can support you and the Because it’s all of us who will keep the economy are doing to help and putting Australian economy through this difficult period. going. Australian people, Australian workers them front and centre. Then and Australian businesses. And our priority is to we let people know specifically We have been closely following advice from the protect people while helping you keep moving. what we’re doing to make Australian Government Chief Medical Officer sure they’re going to be OK. to keep our people, customers and workplaces To keep our people, customers and workplace safe. We have implemented preventative safe, we’re taking advice first and foremost hygiene measure across our business, and from the Australian Government Chief Medical we have plans in place to keep our branches, Officer. Preventative hygiene measures are call centres and online banking open. being used across our business - allowing us to keep our branches, call centres and online banking open for business. 29 Put people first Brand Voice Guidelines The four principles

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Our consultants are here to give you right advice Save for the dream home. Be your own boss. Sometimes when we talk when it comes to planning your financial future. Get out of debt. Diversify your portfolio. about how we can help we Put more into your super. There’s no one make it all about us - even Because for 200 years we’ve been providing way to plan for your financial future. if we don’t mean to. Australians with the banking services they need - home loans, small business loans, investment Because whatever is right for you, we’re People come first, then we match advice more. If you’re not sure what you should here to help. Backed by 200 years of our experience with theirs, and do next with your money, let the experts help. experience, we can take a look at where you we give them a place to start. are, then show you where you could be. Because we’re committed to helping Try to take less of a ‘high-brow Australians now and into the future. And it all starts with a conversation. If you’re position’ (one that doesn’t thinking about the future, visit a branch or speak down to people) and speak to a personal consultant online today. remember to focus on the future. 30 Put people first Brand Voice Guidelines The four principles

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Acknowledge what Australia has been through first. Not 200. 200. what Westpac has done. A good approach is to lean into our heritage while looking We’ve been proudly Australians have been towards the future. Key to supporting Australians through a lot since this principle will be making through all of life’s 1817. There’s been sure our optimism shines. wonderful, agonising moments that are and exhilarating wonderful. Challenging. moments since 1817. Exhilarating. And we’ve been right there through them all - for 200 years. PRINCIPAL 3 PUT PEOPLE FIRST FOR OUR BUSINESS CUSTOMERS 32 Put people first:Business Brand Voice Guidelines The four principles

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“Westpac has been proudly backing small “Small businesses are the backbone not SMEs - in a very similar fashion businesses since we opened our doors more than only of the Australian economy, but the to our other consumer sections two centuries ago. Through our daily interaction communities they live in. And when they - respond well when we with businesses, we know they’re run by courageous need backing - we’re right here. contextualise their concerns individuals with plenty of passion and purpose. and show that we understand It’s something Westpac has been doing since what they’re going through. As the backbone of Australia’s economic we first opened our doors over 200 years ago. success, the challenges small businesses face But as you’d expect over two centuries, the must be recognised and addressed. That’s challenges we face together have changed. why we’ve taken the time to understand more That’s why we’ve conducted a survey of over about this sector by surveying 500 Australian 500 Australian small businesses and created small businesses and sharing their insights the Westpac Small Business Reports. in the Westpac Small Business Reports. It’s full of insights, practical tools and case I hope the reports give small businesses some studies for success in a changing world, practical tools to help them be successful.” so your business can thrive in it.” 33 Put people first:Business Brand Voice Guidelines The four principles

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How do I apply for financial How do I apply for financial This message was rewritten relief for my business? relief for my business? to focus on the solution rather than the problem. In the before We are facing unprecedented times and As the world faces COVID-19, nobody knows example we want to avoid appreciate there is much uncertainty due to what’s around the corner. At Westpac, phrases like ‘financial breathing COVID-19. Should you face difficulty making we’re here to give small businesses a little space’ and replace them with payments on your accounts, we’re here to help. certainty, and some room to breathe. things like ‘room to breathe’. To give your business some financial breathing That’s why you can now apply for a business When paired with ‘certainty’ space, you can apply for a business loan and/or loan, defer your credit card repayment, or it creates confidence. credit card repayment deferral. To check eligibility you can do both. To check if you’re eligible and complete an online application form, please and fill out the online form, simply go to our go to our COVID-19: Repayment deferrals page. COVID-19: Repayment deferrals page. 34 Put people first:Business Brand Voice Guidelines The four principles

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Innovation Toolkit Innovation Toolkit Top and tail the message with what is most impactful to our Australian social sector organisations The world is rapidly changing. And the social audience. In this case, we begin operate in a world that is rapidly changing. sector organisations that change with it are the with giving our message context Changes in technology, demographics ones with the best chance of success. Technology within the broader world, and we and structural shifts in our economy are is setting new horizons, changing demographics end with the end result - it’s all creating opportunities – and challenges. reflect a new audience, and structural shifts in our to help your organisation grow. economy create opportunities as well as challenges. It’s the organisations that capitalise on these shifts and are nimble enough to move So this free Innovation Toolkit is designed for quickly that will be best placed to succeed you and your organisation. As a self-service in this rapidly changing environment. tool, pick and choose what works for you and use it in your own time. We’ve created it so This free Innovation Toolkit will help you to you can better understand your operating better understand your operating environment, environment and customer insights. And from gain customer insights, generate new ideas, there you can generate, test, and implement test those ideas, and implement solutions to new ideas, to help your organisation grow. help your organisation prosper and grow. It’s designed to be self-service so that you and your team can work through the process in a way that suits you. You can use all the tools or pick and choose those most relevant to your business and the problem to be solved. PRINCIPAL 4 KEEP IT REAL 36 Principle 4 Brand Voice Guidelines The four principles KEEP IT REAL

Our customers are real people, dealing with real life. They have worries to address, dreams to achieve, and things to do. They know banking can be serious, but they have no interest in it being stuffy. We’re there with customers through the ups and downs, so our writing should be just as honest and open. That means keeping things friendly and approachable—like two people having a conversation. And just like any conversation, it can be casual or it can be serious. But the one thing that they have in common is the language we use, relaxed and friendly without being too informal or overly familiar.

Write like Avoid Share Talk mindset, Use colloquialisms you speak $20 words the realities not age wisely

People should feel like Avoid using formal Being real is important in Take the time to We can use common words they’re talking to us or stuffy language, good times and bad. In understand what matters and phrases, but try to avoid one-on-one. In every piece, or words and phrases more difficult moments, specifically to your slang that only gets used consider what it sounds like that are not commonly show how we can get audience. Keeping it by one audience segment when you read it out loud. used in the everyday. through it together. real means speaking to (unless it’s an immediately people’s different needs. recognisable term).

If it doesn’t feel like Fancy words or formal Even when it’s bad Remember to modulate Remember, aim for something you’d say grammar doesn’t make news, we can point to your tone depending conversational over colloquial. face-to-face, it’s not right. us sound smarter, just possible ways forward. on your audience. less relatable. 37 Keep it real: Brand Voice Guidelines some practical tips The four principles

DO DON’T

• Do keep it friendly by using contractions i.e. • Don’t use slang to shorten words. For example, ‘it’s a nice day’ rather than ‘it is a nice day’. we’d still write ‘afternoon’ rather than ‘arvo’ (unless it’s relevant to our message). • Do start sentences with a conjunction (like ‘and’, ‘but’, or ‘so’ - these usually connect two sentences). • Don’t make our ideas disconnected. It’s closer to the way people actually speak. We can start sentences with a conjunction but they still need to flow logically. • Do simplify your vocabulary. For example, ‘use’ is usually better than ‘utilise’, ‘get’ rather than • Don’t oversimplify. We want to come ‘acquire’, or ‘starting’ rather than ‘commencing’. across as approachable, but not childish.

• Do write in first person - that’s speaking directly • Don’t only use ‘we’ as a chance to speak the the reader by using ‘you’, ‘we’, and ‘us’. about ourselves - the conversation should involve the reader as well. 38 Keep it real Brand Voice Guidelines The four principles

BEFORE AFTER WHY IT WORKS

A little festive housekeeping. To ensure payments Even Santa checks his lists twice. Make Especially for social media are processed before Christmas, please submit sure your payments will make it on time posts, we can afford to be a them before 6:00pm (AEDT) 24 December 2019. this Christmas, by submitting them before lot more conversational. The 6:00pm (AEDT) 24 December. combination of ‘festive’ and Please note that no payments will be processed ‘housekeeping’ is a little jarring. between financial institutions on Christmas And remember, no payments will be processed And just like any conversation we Day (25/12/2019), Boxing Day (26/12/2019) - by us or anybody else - on Christmas Day, can let the audience take some and New Year’s Day (01/01/2020). Boxing Day, or New Year’s Day. During then, context clues - they probably we hope you have a wonderful time. know which day Christmas Day is, and they certainty know what year they’re in. It doesn’t need to be much, but see where you can try and inject playfulness into the voice. 39 Keep it real Brand Voice Guidelines The four principles

BEFORE AFTER WHY IT WORKS

Frame 1 What can I do now to Frame 1 Want to turn your It doesn’t always have to be a afford my #travelgoals? #travelgoals into reality? huge change. The before example is fairly conversational, but Frame 2 Score money skills that’ll help Frame 2 You don’t need to be the after leads clearly with the take you where you want to go. fluent in finance… benefit and includes a particular insight—you don’t have to be Frame 3 Check out our free online Frame 3 …but we’ve got some great tips perfect with your money. financial literacy tips. for getting where you want to go. It takes the pressure off them a little to be ‘financially Button Find out more. Button Check it out. literate’ and refocuses it on what they can achieve. Context will be key when determining when and where to flex to our voice. These executions can work, but they’re suited to a more casual channel (i.e. social), or when we’ve got a targeted audience. PRINCIPAL 4 KEEP IT REAL FOR OUR BUSINESS CUSTOMERS 41 Keep it real: Business Brand Voice Guidelines The four principles

BEFORE AFTER WHY IT WORKS

What if I need a small Does your side-hustle For our SME audience, we business loan in a hurry? need some cash flow, fast? need to consider the context. Sometimes a more middling approach is the best option, while Get easy access to additional funds for you If you’re an eligible Business customer, you we can push the boundaries small business with an Unsecured Overdraft*. can get extra cash quickly and easily when in the right situations. Eligible Business customers only. you need it, with an Unsecured Overdraft.* BRINGING IT ALL TOGETHER

Now that you’re familiar with the principles it is important to remember that they almost never live in isolation.

Instead, we use these tactics together and dial them up or down where we need to. While all these examples you have seen so far have taken elements from each of the principles, let’s take a look at how we break it down. 43 Bringing it all together: Breaking it down Brand Voice Guidelines The four principles

AFTER

Keep it real: Using phrases like ‘financial difficulty’ makes us seem cold and put a barrier between us and the customer. Doing it tough? + Everyday relevant: What makes this an engaging headline is If you’re experiencing financial hardship, that it is both down to earth and strongly empathetic. we’re committed to supporting you.

What is financial hardship?

Sometimes you want to be able to pay the amount on a loan or debt but because something has happened, you can’t. We call that financial hardship. Keep it real: Sometimes we need to use bank-like words. Let’s put them in context.

It can happen in a lot of ways. You might have gotten sick or injured, or there’s been a change Simpler is smarter: While these are complicated issues, we can say them simply. in your employment.

There’s support for you. Put people first: We’ve changed this subheading from a question to a statement, to offer solutions and be more reassuring. If you find yourself in financial difficulty, talking to us early is an important step.

Once you’ve let us know, we can assess your circumstances and see what arrangements we Simpler is smarter: Give people the most important can make or options that may be suitable for you. information and no more than they need.

In most cases, people just need a little help to get Keep it real: By highlighting to customers that them through the tough times. And with that help, they’re not the only ones, we’re sharing the reality. they can get back up on their feet. Everyday relevant: Show them a silver lining, or a way out.

Give us a call, an email, or speak to one of our financial managers in branch, find their details below. Put people first: We always remember to give people an action, especially when we’re having harder conversations, because it shows we’ve thought about the next steps. 44 Bringing it all together: Breaking it down Brand Voice Guidelines The four principles

AFTER

Automated invoicing? Outstanding. Everyday relevant: Even if we’re talking to legal or accounting firms, a headline is a great place to inject some personality into our voice. Maximise your time and cashflow with Fee Synergy, in partnership with Westpac. It is an automated financial Keep it real: We’ve taken a lot of the more technical specs out management system for legal and accounting firms that can of the first paragraph, and we list them in detail later on. be used alongside leading practice management systems.

One system. Your business, streamlined. Everyday relevant: Short and punchy is a great way to relate. We’re also placing more of an emphasis on the benefit: streamlining.

FeeSynergy is packed with features and can help you to: Simpler is smarter: Breaking it down into bullet points means • Free up your working capital. we need to signal to the reader what they are about to read. • Reduce outstanding payments by giving your Simpler is smarter: We’ve made sure there is an action clients a quick and simple way to pay. at the beginning of every bullet point. • Make the most of partner dashboard and analytics. • Identify risk, trends and exposure. • Prompt your clients to settle their account automatically - no need for a manual follow-up. • Enjoy the convenience of an online payment gateway. • Send and receive payments securely, available 24/7, powered by Westpac. Put people first: Because we’re doing this in partnership, we can take a step back in our messaging. But we do make sure we’re present at the beginning and end of the conversation: we’ve moved one of the bullet points down to get the last word. AND A NOTE ON HUMOUR

Humour. The funny thing about it is that it’s hard to put your finger on. But done right, it’s something that creates a connection, makes what we’re saying more engaging, and certainly feels more relevant to our audiences.

Throughout our principles, we reference humour, so it’s important that we define it quite clearly for ourselves and our customers

While our humour’s not quite laugh-out-loud funny, we are looking for that ‘a-ha moment’. So we play with our words, make a unique observation, and we’re clever without being cold.

We call it our Westpac Wit. 46 Ways we can use Westpac Wit Brand Voice Guidelines The four principles

Make an There are endless ways Opposites Think about what the to do this but here are reader might expect us to interesting a few examples attract. say and do the opposite (when it’s appropriate). connection Renovation motivation is For banking it might be as with our words. a connection between the simple as saying something sounds of our words. like go on, spend it. Account fees are accounted for is a connection between two different meanings of the word ‘account’. Big dreams for small business is a connection between the contrast of big a small.

Make a pun. Think about common sayings Use a These can often be about or familiar turns of phrase and human behaviour. So give them a twist - either by surprising instead of simply saying: changing the phrase slightly or or astute Have you been saving putting it in a different context. observation. for a renovation? Bank on it can mean Try: expecting something to happen, or we could change Got a project that’s been it to be literal and talk about waiting for ‘some day’? one of our products. It’s a way of honing in to our audience’s desires in our storytelling, while still tapping into a broader human truth. 47 Things that are not Westpac Wit Brand Voice Guidelines The four principles

We’re not crude, crass, We never put people down, There’s no formula for funny. or childish. If it feels like make fun of them or the Most things are if they feel ‘toilet’ humour it’s definitely situations they’re in. a little surprising, so make something to avoid. sure we’re not making the same joke over and over.

Avoid references to anything We’re not making joke If we’re speaking about too obscure. It will only serve for shock-value. Our a serious topic, we to alienate our audience. humour shouldn’t aim don’t take it lightly, or to be controversial. make jokes about it. 02 TALKING TO OUR DIFFERENT AUDIENCES 49 How to use audience profiles Brand Voice Guidelines Talking to our different audiences

Banking is something both visible and invisible in people’s lives. They might not think about us all the time, but they interact with us and our products every day. So as an organisation, we have a huge impact on our customers. That’s why knowing what we can do to speak to them effectively is so important.

And if we’re always looking to be helpful for customers, a good place to start is to put ourselves in their shoes. We use our audience profiles to think about what our different audiences might need, and how we communicate what we can do to help achieve their goals. While there may be some overlap of needs and desires from each of these audiences, we have four main audience profiles:

16-24 YEARS 25-34 YEARS 35+ YEARS SMES

aka GEN-Z aka MILLENNIALS aka EXISTING BASE MICRO-SMES AND SMES 16-24 YEARS aka GEN-Z 51 16—24 years Brand Voice Guidelines Talking to our different audiences

UNIQUE INSIGHT COMMS TIP Money represents independence and adulthood to me. Keep it quick and simple, and make it And I want a hassle-free way to manage the highly relevant, and absolutely sincere. (perhaps little and hard-won) money that they have.

THINGS TO KEEP IN MIND WHAT THEY NEED TO FEEL SO WHEN WE SPEAK AND SOME WATCH-OUTS

• They like their newfound • They want to make quick • Focus on making it relevant • We don’t have to speak independence but feel the decisions, and not spend but avoid anything overly exactly like our younger pressure that comes with that. too much time thinking attitudinal. Show the immediate audiences to speak to them - about our message. benefit. They’re not thinking avoid the generational cliché • They’re not necessarily thinking 10 years down the track. words unless it’s directly long term - immediate goals • They want to hear about issues relevant to your message. may just to get by, or something that are important to them, and • Simpler is smarter for this they’ve finally got the money the topics they’re interested in. audience who, more than • Being sincere doesn’t mean to do for themselves. any other, want comms that always being serious. We have • They want to feel like they’re help them get it fast and to write like we know it’s true. • They can be suspicious of mature, in control and making start to feel in control. Avoid the passive voice, don’t institutions - this audience is the decisions for themselves. say ‘we believe’ when we’re most distrustful when they felt • By putting them and their • They want to experience speaking about facts rather they were being ‘advertised to.’ experiences first, they’ll see genuine understanding. than opinions, don’t dance our value, but it’s important • They can be a little bit jaded, and around the subject matter). to watch the sincerity - it can see through any insincerity. has to be true to them. • Don’t speak down to this • They’re much more likely to be audience, instead offer context • By keeping it real, we will come on multiple channels at once. without prompting. If we’re across as less intimidating, but speaking about abstract avoid anything that feels insincere, numbers, give them something or an old brand trying too hard, to compare to, if we’re using and avoid being overly familiar. a technical word, define it, if we’re speaking about a product, show how it fits into their life. • Don’t simply assume they all want the same thing - keep things open ended. 52 16—24 years Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

Don’t carry your Festival outfit Sometimes knowing how to wallet, wear it. doesn’t have pockets? relate to an audience is knowing where to find them, and for Here to help with PayWear, wearable accessories Go without the wallet. Tap+Pay instead Gen Z a festival might just be to Tap+Pay with. T&Cs and eligibility apply. with our wearable accessories, wherever the right place. And while we’re you are. T&Cs and eligibility apply. using a festival as an example, we’re also showing our audience the other possibilities by including ‘wherever you are’ And of course, we keep the legals in there, even if that’s not top of mind for our audience.

Westpac Choice transaction account. Life’s all about choices. This is an audience we know we can lean into a our more Enjoy free ATM withdrawals at more than There’s a lot to like about our Westpac colloquial tone of voice without it 50,000 ATMs globally and get cash out without Choice Transaction account. Like if you sounding like we’re trying to hard. using your card using Cardless Cash. can’t quite remember where you’ve left your wallet, you’ve got Cardless Cash. We’ve taken away some of the This everyday transaction account has no information that is less relevant, monthly account keeping fee when you deposit Plus, if you’re a student, or under 21, there’s we can include that when $2000 a month. There’s also no account fees no surprise account fees. For everyone they want to find out more. for students or customers aged under 21. else, as long as you’re depositing $2000 a month, that goes for you too. You can access of 3,000 Westpac Group ATMs in Australia for free along with 50,000 global ATMs Like free things? 3,000 Westpac Group ATMs won’t that are part of Westpac’s global ATM alliance. cost a cent to use. And for the globetrotters that includes 50,000 ATMs right across the world. 25-34 YEARS aka MILLENNIALS 54 25—34 years Brand Voice Guidelines Talking to our different audiences

UNIQUE INSIGHT COMMS TIP Early financial experiences and relationships inform Make it simple but meaningful, and all about my financial mindset and choices made later in life. them and real ways for them to take action.

THINGS TO KEEP IN MIND WHAT THEY NEED TO FEEL SO WHEN WE SPEAK AND SOME WATCH-OUTS

• They are starting to think ahead • They like to feel they • Show you understand them • While we’re leaning into simplicity in many parts of their life, getting have alternatives. by making it relevant - for this audience, that doesn’t a good credit rating, setting comms should be genuine mean we’re being simplistic - we • They appreciate guidance around themselves up for career success. and true to their lives. say it in a straightforward way how to structure and set up their but we don’t dumb it down. • They’re willing to splurge on finances, but don’t appreciate • They need to see themselves things but also have a focus on being spoken down to - they look in the comms, so it’s important • We’ve got a real opportunity balancing living in the moment for a peer-to-peer approach. to put them and their to use our Westpac Wit. Using with saving for the future. experiences first. humour resonates especially with • They prioritise having experiences our 25-34 year-olds, but it’s going • They might be looking over accumulating assets. • Lean in to simplicity - they to also capture the attention to pay off debt. respond to a short and snappy • They don’t appreciate of a much broader audience. approach in certain comms. • They are looking for some assumptions of what their • Think about where we can give stability and security, whatever trajectory looks like - they don’t • However they are looking for this audience advice. They’re that might look like to them. want to feel locked into a path guidance, so avoid sacrificing the much more likely to be looking and want to know a financial information they need - just make • They’re rejecting the traditional for answers, but their first stop institution understand that. sure it’s easy to follow and act on. way of doing things and are is probably making a google looking beyond the ways things • They appreciate knowing • They appreciate a brand that search rather asking us directly. have always been done. where to begin, guidance and keeps it real, and are open to • Consider a less traditional coaching is welcome but we smart humour or wit, and use of • They expect to be found in the mindset. For example, people want to make sure it isn’t too everyday language and terms right places. They want advice getting a home loan might be overwhelming or confusing. they understand - without but they might not necessarily be doing it on their own, with the getting too colloquial, which is going into a branch for questions. help of their parents, together not necessary for this audience. with a group of friends, or it could be their third investment property. 55 25—34 years Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

Working from home Work out. Work from home. We can push our voice to be in your gym gear? Either way, you work it. more playful with this audience.

With 30% of New Balance you Get the gear, with Plays with the connection can keep in shape, at home. 30% off New Balance. between working out and working from home.

Why miss the digital party? Get the tech to impress. A play on words can simply be similar sounds that are Enjoy awesome discounts from Enjoy awesome discounts from more engaging as a reader. JB Hi-Fi with Westpac rewards hub. JB Hi-Fi with Westpac rewards hub.

Who’s all dressed up Turn your hallway We’re playing with the tension and nowhere to go? into a runway. of dressing up and staying in.

Must-have fashion discounts. Staying in? You can still step out. Make them yours with Enjoy must-have fashion discounts Westpac rewards. with Westpac rewards. 56 25—34 years Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

How your super A new outlook We’ve found a different way is invested. for investment. in to approaching the topic of superannuation for this audience. Your life doesn’t stay the same. So why Super isn’t something lots of people think We’ve asked a question of them should your super? Chances are your about when they’re getting started. After ‘what does the future look like’ needs and goals might change quite all, who knows what the future’s going to and importantly, we’ve also a bit between the ages of 20 and 60. look like? Luckily, investing in your financial given them an answer ‘it can be future is more than just guesswork. more than just guesswork’. We’ll do the hard work and invest your super based on your age in a Lifestage Fund. Let us do the hard work. Based on your age, In this example we’re able to we’ll invest your super in a Lifestage Fund. avoid making superannuation feel When you’re younger, you’ll have more overly complicated, and we’ve investments that are likely to give stronger We take a higher risk, higher reward approach engaged them by changing up our growth over the long term. That comes when you’re younger. It’s a chance to give sentence length, using contractions with a higher risk – but you have the time you strong growth when you’ve got the time and more everyday language. to ride out rises and falls in market. to ride out any bumps in the market. As you get older, we will gradually reduce As you get older we’ll slowly reduce the the risk in your investments to protect your risk, protecting your super from downturns super money from any downturns, as you preparing you for retirement. will have fewer years until retirement. 35+ YEARS aka EXISTING BASE 58 35+ years Brand Voice Guidelines Talking to our different audiences

UNIQUE INSIGHT COMMS TIP Money is all about balance - enjoying life today, but also setting Keep it simple and fresh, but balance it with the myself, and my family, up for when I stop working. rigour they expect from a financial institution.

THINGS TO KEEP IN MIND WHAT THEY NEED TO FEEL SO WHEN WE SPEAK AND SOME WATCH-OUTS

• This demographic is hitting • They are often juggling • Focus on relatability to their lives • This audience responds to being a some big milestones - marriage, different financial products, by recognising and understanding little more clever, witty and direct. starting a family, buying and and want to have a seamless their aspirations and offering We just can’t push it too far. home, re-educating themselves experience across these. smarter and flexible ways forward. • Make sure that we’re still serious to further their career or even • They feel like they’ve got a • They respond well to a simple when we need to be. That doesn’t changing careers, right up to strong direction and that our approach, but in comms mean reverting to a ‘business- starting to plan for retirement. job is to make that possible. that directly target them, like’ pattern of speech, rather • They are actively budgeting make sure it doesn’t come it’s about getting straight to the • They want to feel we are and planning for the future. across as talking down to this point, and not making light when people who understand their This isn’t always easy and audience who understand it’s a serious conversation—make challenges and the sacrifices can come with sacrifice. more sophisticated offerings. sure we’re speaking on their level. they need to make to get • They might be stuck between to their long term goals. • Put people first by respecting • This is a wide section of our different responsibilities, their experience and knowledge audience—and none are slowing • They respond well to a brand setting their children up for and, when needed, showing down. Whether they’re looking at that, overall, feels youthful, success as well as starting to we’re here to help. starting a family, changing careers, but they will reject any brand look after their own parents. or even thinking about retirement that is overly familiar, or • While they are not looking focus on the next steps. goes too far with colloquial for overly formal comms, to language that feels forced. keep it real, balance a fresh • Remember, some milestones are approach and with some of the positive and others aren’t. What • They do not respond to financial formality they would expect we’re good at is speaking to both, brands that are overly attitudinal. from a financial institution. so don’t forget balance these experiences. In any situation, show that we understand the ups and the downs. 59 35+ years Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

Hi Katherine, Hi Katherine, This message needs to be clear, so we dial down the more As a valued customer, we wanted to let you As times change, we all have to adapt. personality-driven aspects of our know that the Westpac Broadway branch is For many of us, there are simply more voice to get straight to the point. closing. We’re here to support you through convenient ways to bank than going into this change and advise you on the ways a branch. That’s why we’re writing to Because this is a busy audience and that you can continue to bank with us. you to let you know that while it was we respect their time, we simplify a difficult decision to make, the Westpac the language, give it context from As more customers look for simpler and Broadway branch will be closing. the first sentence, and break it more convenient ways to bank with Westpac, the sentences so that there is through options such as online and mobile You can still bank with us. only one idea per sentence. banking, fewer people are visiting us in branch. We continue to enhance our banking Your details will not change. And we are services, improving our online and mobile committed to improving online and mobile banking capabilities to help customers with banking experience so you can reach us 24/7. their everyday banking. Therefore, after careful You can continue to go and see us in branch consideration, the Westpac Broadway branch until 1pm Friday 15 May 2020. After then, will close from 1pm on Friday 15 May 2020. you can contact us on phone, email or find us in another branch, to answer any concerns you have about your account. 60 35+ years Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

Help finds you a Get a bigger backyard. While this audience doesn’t need it place with a yard. And your foot in the door. dialled up to 11, we can use a play on words because it shows this With our lowest home loan rate in With the lowest home loan rate in audience that we understand what decades, it’s time to start thinking decades, getting an investment property they need - something that can act about an investment property. Ask doesn’t need to be daunting. Ask as both a home and an investment. about our Westpac Flexi Home Loan. about our Westpac Flexi Home Loan. BUSINESS MICRO-SMES AND SMES 62 Business Brand Voice Guidelines Talking to our different audiences

UNIQUE INSIGHT COMMS TIP Intimately understand my business, my goals, and recognise my Make it proactive and pragmatic, and instil potential. Financial support it key, but I also need reassurance that a sense confidence that we’re on their side. I’m making the right moves and that my bank is 100% behind me.

THINGS TO KEEP IN MIND WHAT THEY NEED TO FEEL SO WHEN WE SPEAK AND SOME WATCH-OUTS

• There are some universal truths to • They feel responsible for their own • To make it relevant, they • Remember, even when a small business’ ambition, like the needs as well as everyone else prefer warmth over edge, and we’re speaking to a business desire to be profitable. However who relies on them - customers, they want to feel understood, audience, we’re still speaking they don’t want assumptions employees and their own families. - on the business side, but to people. We should still be as made around where they want to also how they’re feeling. conversational and approachable • For micro-SMEs, while they can ultimately end up as a business. as we are with everyone else. be ambitious, they don’t want • They respond well to simplicity, • While they might be really good to feel pushed, or met with but that approach cannot • A little goes a long way. There at what they do as a business ambitions that are beyond them, compromise a sense of are many places we can inject not every SMW has a good so speaking about big business confidence - for themselves and some personality. It could be idea about the financial side might not always resonate. their actions, and from the brand. in the headline, the sign-off - payroll, tax structuring, etc. of a letter, in an email subject • For larger-sized SMEs, however, • They respond well to comms that line, even or twitter bio. Start • They go through highs they may be expecting to move to focus on them - and aligns with looking, and you can find and lows, which can a different level of enterprise and them - and expect comms to not opportunities everywhere. occasionally take its toll. may welcome an call to action. only be clear, but feel proactive. • Remember to show they’re • They’re often looking at the events • They want to hear the good • To keep it real, they like the valued as more than simply of the world through the lens of and the bad - they value feeling of companionship - customers. Businesses don’t the effect it has on their business. comms that are upfront, which aligns with their need only make a product or provide straight-forward and without to have a strong partner - but • They want to be treated a service, they’re valuable to unnecessary complication. it’s important to not be overly like equals, we can’t talk the Australian economy. familiar, which compromises the down to them but neither • They want ways to make sense of confidence they seek. • Remember business is a broad are we their best friend. the behind-the-scenes work group. Larger-scale operations easier, so they can focus are going to have very different on what they do best. goals to a micro-business so we need to make sure we’re adjusting our tone accordingly. 63 Business Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

Hi Caitlin, Hi Caitlin, Just like when we have negative news, if we have Good news, we’ve successfully processed your We understand the difficult circumstances good news we should also application for a business repayment referral. COVID-19 may have created for your business say it first - we don’t want the You now have a six-month repayment deferral and we’re here to help you through this reader to get a few sentences on your eligible Westpac business products. challenging time. Than you for your business down the page still wondering. applications for a business repayment What do I do next? deferral. Good news, we’ve processed your The before example does a application and applied a six-month repayment You don’t have to do anything right now. good job at setting the context deferral on eligible business products. From the date you submitted the request, of COVID-19 but we’re reframing your repayments have stopped for six months. it to empower the reader to take What happens next? If you have made a repayment between the time the next step, which in this case is we received you application and when it was to seek out more help if they need it. You do not need to do anything further. We processed, you will be refunded. If this is the case, have stopped repayments on all your approved we will let you know when this is also returned. eligible products for six months from the date of your submission. If a payment was made We understand this is a difficult time right between the time we received your application now, and many businesses across Australia are and when we processed your request, we’re doing it tough. We’re here to help through this working to return those funds to you. We will challenging time, so if there is anything else we be in touch to let you know when this is done. can do, please don’t hesitate to get in touch. 64 Business Brand Voice Guidelines Talking to our different audiences

BEFORE AFTER WHY IT WORKS

Here’s a helpful A change can A twist on the old phrase ‘a holiday booster. turn into a holiday. change is as good as a holiday’ this example taps into a way Transfer your Altitude Points earned on your Get 15% bonus Qantas points when we can be a little more playful Altitude Gold Visa to Qantas points between you switch from Velocity Points even with our SME audience. 1 February 2020 to 29 February 2020 and on your Altitude Gold Visa between We’ve also elevated the benefit you’ll receive 15% Bonus Qantas points. 1 February 2020 and 29 February 2020. of the communication - the 15% bonus points - and made it the first thing we say in the subheading. 03 COMMUNICATIONS QUADRANT 66 The four sections of our quadrant Brand Voice Guidelines Communications quadrant

I’m speaking to many people

I want to build I want to build product affinity brand affinity

I want to inform I want to engage

I want to share I want to connect my expertise to my audience

I’m speaking one-on-one 67 The four sections of our quadrant Brand Voice Guidelines Communications quadrant

The horizontal axis helps us decide between being informative and being engaging.

ENGAGING INFORMING

We use this end of the framework when we This is the quadrant where we communicate want to get the attention of our audience. It the details. It involves numbers, data, and the might be for awareness of our brand, creating more detailed information which we need to a connection, or simply offering help. Often this put into the right context. And of course while is the first step, where the next is to find out our first goal is to be informative, we make more from our informative communications. sure we’re still engaging to the audience.

The vertical axis helps us decide between speaking to many people or one-on-one.

MANY PEOPLE ONE-ONE-ONE

These are communications where we cast This is where we want to have a more intimate a broader net. We’re looking to show the conversation. We might be communicating appeal of the brand and how it impacts the to a single person, or we might simply be audience in big ways and small. This means speaking to them on a more personal level. dialling up the personality in our voice, and Because we have a better idea of who we’re leaning into our unique point of view. speaking to and where they will hear us, we can get more specific and modulate our voice to suit them and their point of view. 04 BREAKING DOWN OUR QUADRANTS 69 Quadrant 1: Brand Voice Guidelines Many people / Inform Breaking down our quadrants

DO DON’T I’m speaking to many people

Short Strip is sweet. it bare. Because we’re speaking to many Snappy means that While it’s good to get people we want to inform, this we want to keep it rid of unnecessary short, but still infused words, we shouldn’t lose quadrant is where we build an with our personality. meaning along the way. affinity to our products. Here we Use the Get bogged balance giving people just enough numbers wisely. in the details. This is a quadrant where Your product might have information and showing them things like price, interest lots of great features, but how a specific product, feature, rates, and fees are going it’s good to be focused. to be most relevant Find one or two things or event can fit into their lives. to our customers. Use that stand out for your these but remember product or service, to ask ourselves what then speak to them. Where we might use this quadrant the benefit can be. Overwhelm • Advertising for a credit card Share with information. with a frequent flyer program. our insights. Once you’ve presented While our priority is the information, do your • Letting small business owners to inform, it’s good to audience need to take know about an online webinar consider putting it in an action? Many actions? we’re hosting on Facebook Live. context of our customers’ People should feel lives. Ask ourselves: empowered by having • Announcing a new payment why do they need to the right information, so method on our website. know this? What does we let them know what it mean to them? the next step to take is.

I want to inform 70 Build an affinity to product: Facebook post Brand Voice Guidelines Breaking down our quadrants

BEFORE AFTER WHY IT WORKS

A savings rate Good things The headline in the before example starting with a 3? come in threes. can be a little vague. ‘Starting with three’ could mean 3 but it could also If you’re 18-29 start saving If you’re 18-29, get a 3% saving rate. mean 0.3, or even 33. Additionally, with our exclusive rate. That’s more than double some of our offers. interest rates are quite an abstract concept that our audience might Simply search for Westpac Savings Bonus. Look for Westpac Savings Bonus for more. not be 100% comfortable with yet, especially as they skew younger. So we provide some context. First of all, that this saving is rate is noteworthy. Then we compare - in this case we mention it’s more than double our other offers. It helps to use numbers, but use them very deliberately so our audience gets the full message. 71 Build an affinity to product: Facebook post Brand Voice Guidelines Breaking down our quadrants

BEFORE AFTER WHY IT WORKS

Where can I fly to next? Get to the points. While the subject of this communication is travel points, Get 6,000 points for simply signing up, Ready, jet set, and go with what is implied is travel and then 6,000 more for every dollar you up to 120,000 Velocity points*. possibilities. This is inherently spend. With up to 120,000 Velocity points* Earn Velocity points with a new Westpac exciting - so we can be a little that means you can take off sooner. Altitude American Express® card. adventurous in our writing too. Westpac Altitude American Express® card, We’ve also made sure we’ve the new way to earn Velocity points. taken only one of aspects of point-earning (in this case, getting up to 12,000) rather than the nitty-gritty - that’s for our ‘inform’ quadrant. Note: this is an example where the context might matter. If we’re pairing the copy with an image of an Amex card, we might not need to include it in the sub-copy, if we’re using different image (or no image at all) it may be best to mention the specific product. 72 Quadrant 2: Brand Voice Guidelines Many people / Engage Breaking down our quadrants

DO DON’T

Focus on them, Use a not on us. passive voice. Because we’re speaking to many Frame what we have We’re right there by people who we want to engage, to offer through the our customers, so we lens of how it’s going to should write that way this quadrant is where we build have an impact on our too. Consider ‘the points an affinity for our brand. This is customers’ lives - both are earned through in big ways and small. every dollar spent’ vs where we focus on connecting ‘every dollar spent earns to people, inspiring them, and Vary our points’. The second I’m speaking to a many people a many I’m speaking to sentence length. option is punchier showing what sets us apart. To make it interesting, and more engaging. mix it up. Using both longer sentences Be too Where we might use this quadrant alongside ones that are lofty. short and sharp keeps We’re optimistic, but • The landing page of our website the reader engaged. we’re also realistic. Speak to goals, but • Brand-led campaigns Use the whole also milestones along (television, radio, OOH) brand system. the way. By doing this, It’s rare a message in people at every stage of • Talking about sponsorships, this quadrant will live their journey can relate. partnerships, our reaction to simply by itself. So, Over-rely on certain current events (e.g. the bushfires), consider how an image or times when we’re adding might give our message voice tactics. the context customers There are many to the cultural conversation need to understand the approaches to our (e.g. marriage equality) benefit. That leaves us tone of voice, so more room to make an remember to mix it up. impact with language, Otherwise even our most and vice versa. engaging messages begin to feel stale. I want to engage 73 Build an affinity for our brand Brand Voice Guidelines Breaking down our quadrants

BEFORE AFTER WHY IT WORKS

Welcome to our 200th anniversary. Here’s to the next 200. This example shows how we can make sure that we’re focusing Not everyone gets to go through 200 In our bicentennial year, we’re just as on the customer and not on years together. And at Westpac, we’re committed to helping Australian today, and ourselves. And instead of simply just as committed to helping Australians into the future, as we were 200 years ago. saying welcome, we show it by today as we are into the future. inviting them into our toast. A great way to create engagement is by tapping into a truth, which we do with the first sentence ‘not everyone gets through 200 years together’.

Helping to keep Australians To the rescue. Especially at the brand level, it’s ok to get emotional. safe since 1973. Westpac has been a proud supporter While we don’t talk ourselves of the Westpac Lifesaver Rescue Westpac has been a proud supporter of the up in this situation, we can Helicopter Service since 1973. Westpac Lifesaver Rescue Helicopter Service certainly praise the service. since its introduction, helping Australians when With 13 bases operating 17 aircraft and One way to approach getting they need it most. More than 80,000 missions 2 rescue boats, completing over 80,000 emotional is to bring out the have been completed and today there are 13 missions, the service has one purpose: to specifics of a story. Evoking bases operating 17 aircraft and 2 rescue boats. save lives. And against the forces of nature, bushfires and floods for examples through bushfires, floods and wild weather paints a clear picture of what the - that’s exactly what they do, every day. helicopter does in a very real way. 74 Quadrant 3: Brand Voice Guidelines One-on-one / Inform Breaking down our quadrants

I want to inform DO DON’T

Condense, shorten Dumb and simplify. it down. Because we’re speaking It’s important we get If we understand the one-on-one to people we want information across easily. topic, we should be Consider bullet points able to explain it simply to inform, this quadrant is where or numbered lists. Break without withholding we share our expertise. Here, it up with subheadings. information or And avoid waffle. patronising the audience. we should focus on empowering

Lead with what’s Shy away from people by giving them the most important. the harder truths. useful information, make sure we Audiences are much If we’ve got bad more likely to keep news, don’t try to highlight the main takeaways from on reading if they’re hide it. What we

the message, and well giving the I’m speaking one-on-one to my audience interested from the can offer however very beginning. What is a path forwards. reader an action to do next. do we need to say the most? Lead with that. Overwhelm with information. Where we might use this quadrant Give them something Once you’ve presented to take away. the information, do your • A letter informing people to While our priority is audience need to take change to their service. to inform, it’s good to an action? Many actions? consider putting it in People should feel • A tweet letting people know context of our customers’ empowered by having our EFTPOS network is down. lives. Ask ourselves: the right information, so why do they need to we let them know what • A page on our website explaining know this? What does the next step to take is. our different home loan options. it mean to them? 75 Share our expertise: Letter to customer Brand Voice Guidelines Breaking down our quadrants

BEFORE AFTER WHY IT WORKS

To Jennifer, Hi Jennifer, Especially when we are giving bad news it helps to be direct. We’re writing to let you know about an error We’re writing to let you know we made an that was made in the interest calculations error calculating the interest for your account. The before example uses the for your account and that we’re making a The mistake was ours and we sincerely apologise. passive voice, we say that an error payment of $524.60 to you. This was our ‘was made’ rather than ‘we made As a result, attached in this letter mistake and we sincerely apologise. an error’. It’s natural to want to is a cheque for $524.60. put a bit of distance when we’re Here’s what happened. Here’s what happened admitting fault, but we should From 1 November 2007 to 31 August 2018, be upfront, use the active voice, Between 1 November 2007 and 31 August 2018, in some circumstances interest was not paid and apologise straight away. interest was not paid correctly on your Cash on your Cash Management account. We have Management account. The issue has now been We’ve shortened a few of the fixed the issue and the correct interest rate fixed and the correct interest rate has been sentences and simplified some was applied on or before 31 August 2018. applied since or before the 31 August 2018. of the language to make sure We want to ensure that you receive the what we’re saying is clear. However, you are entitled to the interest we missed interest that you were entitled to on your which is why you’re receiving a payment today. We’ve also added more at the account and are making a payment to you. end to reassure - remember Details of your payment. Details of your payment. even though this quadrant is A cheque for $524.60 is enclosed. If for any reason us at our most informative we A payment of $524.60 is enclosed. If for any you can’t deposit it, please don’t hesitate to contact still need the human touch. reason you can’t deposit the cheque, please us. A further breakdown of the refund is below. contact us. Details of the refund are below, but feel free to call us for clarification. Lastly, we understand that mistakes like this can be troubling. Please be assured we haven’t identified any other issues with your account, but if you have any questions or concerns please do not hesitate to get in touch. 76 Share our expertise: Letter to customer Brand Voice Guidelines Breaking down our quadrants

BEFORE AFTER WHY IT WORKS

If you’re using an iPhone or iPad, update Make it an (up)date. If you’re using the Using our voice is often about to the latest Westpac App version by 31 Westpac app on an iPhone or and iPad, looking for the opportunities for it May to continue signing in via your 4-digit update it by 31 May to keep signing in with to shine - it doesn’t have to always passcode, Face ID or fingerprint. your 4-digit passcode, Face ID or fingerprint. be in the next big campaign. This is an example found on social media, and while the message is quite straight-forward, being informative doesn’t mean we need to be completely cut-and-dry. So, in the after example we add a little play on words. We’ve also changed small things to make it more conversational: ‘continue’ is replaced by ‘keep’ and ‘via’ becomes ‘with your’. 77 Quadrant 4: Brand Voice Guidelines One-on-one / Engage Breaking down our quadrants

I want to engage DO DON’T

Let others Make share their story. assumptions. Because we’re speaking one-one-one In this quadrant, other While we can stretch to people who we want to engage, people’s experiences our voice, we can’t make with us are our ultimate blanket statements this quadrant is where we can create proof point. Highlighting about our audiences or a deeper connection to our readers. these voices shows their aspirations. SME customers how we can audiences are particularly Because we have a better idea be relevant to them too. sensitive to this. who these audiences specifically Ask Forget are, we can show the stretch of our questions. the point. Questions, especially While we can share voice and show we understand by rhetorical ones can help experiences and give focusing on their specific needs. draw readers in and get general advice, we still them thinking about must remember to give what we can offer. our audience an action to do next - something to Where we might use this quadrant Lean into our do next or a place where • Customer-specific offers (upgrades, personality. they can find out more. Because we’re speaking product packages, more information). one-one-one, this Be overly familiar. • Places where we’re not directly quadrant is where Even if we know who we can show the flex we’re speaking to we selling - we might be giving advice, of our voice i.e. if we don’t want to overstep. tips, or sharing the stories of others’ know we’re speaking Being friendly, using their experiences with us (for example to millennials we can name if we know it, and stories around grant recipients, dial up the language using conversational advice for SMEs around tax time). and the references that language is fine. Being

they’re familiar with. overly familiar and audience my I’m speaking one-on-one to too colloquial is not. 78 Build an affinity for our brand Brand Voice Guidelines Breaking down our quadrants

BEFORE AFTER WHY IT WORKS

Welcome to Australia. Welcome to Australia. Sometimes a storytelling element can be simple, in this case we’ve As Australia’s first and oldest bank, we’re Welcome home. reframed the conversation to delighted to welcome you to Westpac. If you’re an international student, living say both welcome to Australia and working here, or ready to call and welcome home - for this Australia home - we have banking audience that could be a products designed just for you. very powerful statement. Then we’ve reframed our proof points, to make it more broadly relevant to new arrivals and we speak directly to their concerns.

Let us know what you think. Feedback moves us forward. A product doesn’t necessarily mean exchanging money. In this Westpac welcomes feedback and We welcome complaints, feedback and case our ‘product’ is simply the complaints. It’s one way we’re committed customer experiences. Share them here. feedback mechanism we have in to being more helpful to you. place. But it’s still something we want people to engage with. A small thing we’ve done is put ‘complaints’ before ‘feedback’. It’s almost always better to deal with the negative first and follow it up with an action the reader can take. 05 A GUIDE TO USING THE GUIDELINES 80 Westpac brand voice Brand Voice Guidelines Cheat sheet A guide to using the guidelines

BRAND VOICE AUDIENCE COMMUNICATION STRATEGY PRINCIPLES PROFILES FRAMEWORK

Go to this section if Go to this section if Go to this section if Go to this section if you are asking yourself you are asking yourself you are asking yourself you are asking yourself these questions: these questions. these questions: these questions:

• What are we trying to • How do we get our • I get our voice tactics, • How do I apply do as an organisation - personality across but how does it voice across the what’s our bigger goal? in our writing? apply specifically customer journey? to my audience? • How did we arrive at • What is the specific • What am I trying to this voice approach? writing approach • What are the unique achieve? Is it about the for our brand? tactics that I need to brand or the product? • How does voice consider for my audience? Do I need to engage support our strategy? • Where can I see examples or inform? of how our voice impacts our comms? THANK YOU