Our narrative.

This is a guide for you (and everyone) to make sure that all new and existing communications are following the same tone of voice, demonstrating our values and mission, and helping towards attracting our ideal clients. Our approach won’t be right for everyone, so it should be easy to tell what working with us will be like immediately from any communication point, then people can make up their own mind.

This will provide practical examples, including how to change up your content depending on who you are talking to / writing for. So take the time to look through all of this carefully so that any message that you send out is consistent with Verve’s narrative.

A narrative is a more formal term for a story – so how does our story begin…?

Our mission.

All the best businesses have a clear direction and we’re no different. We are ambitious, we are bold and we are passionate – and ultimately, it’s that approach that has us shooting for the stars.  

Our mission is two-fold. Internal to the industry, it is to design and deliver support services to modern and forward-thinking financial advisers. External to the industry, we are passionate about attracting new talent into the world of financial services by showcasing the fun and rewarding careers that are on offer and that it’s likely not at all what they’d expect it to be – no stuffy suits and briefcases over here!

So we have a strong mission. We know what we want to achieve, and we have the drive, determination and values set to make it possible.

Our values.

The values that we hold across the group are ultimately what drive us to do what we do and shape the way we do it. They are the lifeblood of the business and underpin everything that we do – from how we service our clients to how we interact with each other as colleagues. They should be at the heart of every communication you make. They are:

We deliver world-class quality.
Are you demonstrating energy, passion and professionalism? Have you had your communication proofed before sending?

We keep ahead of the ‘verve’.
Is your communication future-focused? Are you showing flexibility and helping to create smart disruption within finance?

We do the right thing.
Does your communication read as respectful, honest and authentic?

‍We have got your back.
Can you demonstrate collaboration, and sharing your knowledge in a positive manner?

Whether you’re communicating with prospective clients, existing clients, or providers and other businesses, ask yourself the questions above to help design your message.

Our audience.

So. Who are you talking to?

There are three key audiences (among others) that you will likely be talking to on a daily basis. Each of them will have their own needs and understanding, so you will need to alter certain aspects of your communication to help engage with each in a clear way that works for them. These are:

• Existing clients
  

• Prospective clients
  

• Providers or other businesses
  

Our clients.

Verve’s clients have been identified as both: having similar values to ours and having a need for our services.
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As our clients are themselves in financial services, we know that they have an in-depth understanding of the products and services that we communicate. However, to ensure that all bases are covered, it is better to assume that an explanation is required, not only to provide honesty and clarity, but to also create a positive, engaging experience both for our client and in turn, their end client.

When writing for the end client, you should avoid using acronyms and jargon where possible, keep your language to its simplest terms. Provide an explanation for any technical language that is required, or direct to additional support such as a glossary in case the client needs additional information. Keep in mind the principle and outcomes of Consumer Duty when creating end-client facing communications – even if what you are currently communicating is not a financial promotion it is best to keep the client’s needs and level of knowledge at the forefront of your mind.

When writing directly for advisers and similar, it is okay to use abbreviations and some industry jargon as this can be a short-hand to understanding for those audiences. You still have to aim to be as simple and clear as possible to avoid any misunderstanding or missing instruction.

Key words.

Here is a list of keywords and phrases to help you build out your own communications. Try to ensure you keep these in mind or similar, when creating a new message: