A consistent, distinct brand voice sets us apart from competitors, builds trust and familiarity with our customers, and eventually leads to long-term brand value.

The Q.ai brand voice

Bold (Rebel) Inspiring Visionary

Of course, just as in your own day-to-day communication, there are nuances we should be careful to observe:

Bold (Rebel)

Q.ai is confident enough in our authority to not mince words. We’re always clear and direct, and we’re not afraid to speak our minds.

There’s a fine line between bold and brazen. We never want to come off harsh or demeaning, or like an attack. To stay inspirational, focus on the positive of what we want others to say/do/think.

Too timid/safe:

“Maybe investing is a good way to build wealth.”

Too harsh:

“Stop thinking investing is just for the rich.”

Just right:

“Every investor should have access to the tools of the ultra-wealthy.”

Tips for writing boldly

Be direct and confident

Avoid hedge words like “maybe,” “possibly,” “potentially,” “can,” etc.

Ex: Q.ai can help you xyz Q.ai helps you xyz

Use strong words (ie. excellent and challenging) instead of relying on weak modifiers (ie. very good and really hard)

Be honest

Tell the truth, others won't

Do not use exclamation points, ever.

Be concise

Omit needless words. Don’t say in ten words what you can say in two.

Avoid:

Long and/or complex words and sentences

Multiple words with the same meaning

Unnecessary modifiers

Clunky common expressions

Inspiring

We balance our boldness out with positivity and inspiration. We’re not just here to tell users how things are, but more importantly how it could be. Our words should stir urgency, excitement, possibility, creativity, and innovation. Giving hope to a generation looking for a way out right now

Keeping our words positive, actionable, and active will go a long way in communicating this tone.

Too passive:

“Investing is full of untapped potential”

Too negative:

“You’re not investing your money to its fullest potential”

Just right:

“Unlock the full potential of investing to transform your wealth and realize your financial dreams”

Tips for inspiring writing

Incorporate motivational words

Accomplish, action, ambition, believe, capable, challenge, commitment, courage, dare, determination, drive, envision, empowering, excellence, focus, goals, hope, imagination, joy, mission, opportunity, passion, possibilities, potential, succeed/success, value

Use active voice and lead with active verbs as often as possible

Put a positive spin on any perceived negative

Focus on the desired state

Wealth. Simplified.

⁠

Visionary

Bold and inspiring on their own could lead to sounding too preachy or lofty. Prioritizing authenticity will remind us to stay grounded.

To stand out from the “power words” and jargon pervasive in our industry, we’ll lean heavily into talking like humans. (Just don’t try too hard to sound cool and relatable by using slang).

Too desperate:

“It’s time to make investing your bae”

Too markety:

“It’s time to take your investing to the next level”

Just right:

“Reimagine how investing and building wealth will change your life.”

Tips for Visionary writing

Talk with, not to or about

Embrace: we, our, you

Make it personal, don’t generalize

Use: names, faces and specifics when possible

Give hope by putting action within reach

Avoid technical jargon and commonly-used marketing phrases

Marketing words that have lost their meaning

Use smaller words

Keep it conversational

Avoid slang

Tone

What we mean by brand tone

While our brand voice will always remain consistent, our tone may vary slightly depending on the situation, audience, or content type.

We are a Challenger Brand: We need to be comfortable in our conviction that we have the best solution and the current way is outdated

By situation:

When Q.ai talks to the media, we may take a more authoritative and rebellious tone. More confident, definitive statements, fewer questions, fewer apologies. We want to come off as an expert or leader in our field. No unnecessarily big words here, but calm, clear and concise.

When Q.ai posts on social, we can unbutton a few buttons. Here we can be a bit more playful, use emojis, use (some) exclamation points, and be a bit more empathetic and compassionate. Remain confident, but feel free to keep it casual. Our goal is to build trust.

When Q.ai handles customer issues, we dial up the empathy and compassion. We want to know how we can help them succeed. We talk much less about ourselves and our products and more about their unique challenges. Avoid being overly apologetic, stay cool, calm, and confident the whole time. Focus on the fix, not on the fail.

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