Brand Voice Principles

Why Voice Matters

Our brand voice touches everything we do, everything we write, and everything we say. It’s how people hear us and how they remember us. And it’s how we share our bold vision for the future. We use our brand voice to establish consistency across all of our communications, including advertising, PR, sales materials, web presence, internal newsletters, and everywhere in between. This helps us reinforce our brand at every touchpoint and distinguishes us in the marketplace. Without our distinct tone, the Balentine experience wouldn’t be the same.

1 Clear + Sincere

In every sense, Balentine prioritizes conveying clarity over complexity. By extension, the way we communicate our core brand ideas must always be consistent, clear, and direct. We keep things simple—even with our language. And our straightforward tone helps our clients realize that we understand their needs.

ONE WAY WE ACHIEVE THIS

We make things easier. Short words and concise sentences help.

Whenever possible, we say “We believe” rather than “Balentine believes.” We don’t want corporate distance. We’re personal. We choose dialogue over dictation every time.

We use exclamation points sparingly! We’re upbeat and warm, not excitable and annoying.

2 Strong + Direct

We are confident in our process and proud of our position at the forefront of our industry. But we do not boast or express arrogance and superiority. We’re not in this for pride. Down to the root level, we’re in this to build meaningful relationships, provide a wealth perspective and facilitate the growth of generational wealth. We're in this to help our clients, and we speak to them as partners.

ONE WAY WE ACHIEVE THIS

3 Capable + Reassuring

We play a starring role in the success stories of our clients, but we express that in a calm, collected, and positive way. People look to us for our ability to influence outcomes, and they expect us to deliver solutions that make a difference. Our voice always carries with it a positive, stable energy that suggests, “We’re here to help you achieve your goals.”

ONE WAY WE ACHIEVE THIS