IntroductionDefining a brand’s voice (and tone variations) guarantees that the way a brand speaks with consumers stays consistent in any medium. This voice and tone guide serves as a reference for any brand stakeholder, giving them the information they need to communicate the brand’s persona and values consistently.

*NOTE: This document may be revised as OCCU’s brand presence evolves. We will make sure that our guidelines remain congruent with the brand goals and focus on positive member response.

1

What’s the difference between voice and tone?

A voice is formed by word choice, vocabulary and personality. Whether the voice is a person’s or a brand’s, it never changes. While voice remains the same, tone changes with topic, emotion and context. For example, a brand may sound friendly and excited in an email but more subdued and levelheaded on an informative landing page. By adjusting tone for context, a brand’s voice can thrive in any space. We’ll show examples of this later.

2

What’s the purpose of voice and tone?

The voice (and tones) of a brand communicates its unique personality, creating brand recognition and building trust by sharing brand values. When interacting with consumers, a brand’s language should be consistent and intentional with the brand’s goals at the forefront. By following a voice and tone guide, copy can hold true to the brand’s personality and character in any space — whether it’s print, digital or social. Similar to visual guidelines, the voice and tone of a brand is an identifier that drives the consumer to further engagement. It also ensures that no matter who is representing the brand, all brand stakeholders can communicate the brand voice the same way.

3

Audience Profile

Oregonians (or Pacific Northwest residents) who want personalized, simple, supportive service from an involved, local credit union. They eat local, they shop local, so it makes sense that they want to bank and borrow local. While they want simple technology, they appreciate friendly, human customer service. They are social media savvy and aren’t shy about sharing a good experience, either online or just through word-of-mouth, with friends and family.

Some members are new, looking for an affordable loan for a new car or home. Others might already have an account or loan, but have had a good experience with OCCU and would be open to signing up for other services. Overall, these potential members want their financial services provider to be accessible, trustworthy and involved — with their members and the community they serve.

4

General Brand Personality & Character Traits

We’re warm, encouraging, helpful, approachable and most importantly, nice. We believe financial discussion should come with a sense of empowerment, not fear. We know with the right tools and resources, everyone can meet their financial goals.

We use our expertise to make banking as convenient and simple as possible, because having fewer hoops to jump through means more people can reach their goals — from buying a new home to building a secure emergency fund.

We’re proud to help Oregonians thrive in our community and we enjoy sharing the good we do.

We don’t see account numbers, we see valued members. Individuals. And behind each member, there’s an OCCU employee eager to jump in and do everything in their power to help with any needs or challenges.

Like a trusted family friend, we’re always willing to listen and extend a helping hand — regardless of the situation. We use a caring, empathetic voice to calm worries and grow confidence. Because we know we’ll find an answer. That’s just what we do.

We may use a friendly, approachable tone with our members, but we’re ceaselessly tough on problems that get in their way. We treat our members’ goals as our own and work hard to support them. That’s because making their dreams happen is the most important part of our job.

5

Brand Voice

We speak as a remarkably nice, helpful, approachable local expert. We focus on serving our members and our community.

We always use warm, conversational language in any scenario, whether we’re encouraging pre-qualified members to find a home or explaining the difference between a personal line of credit and a home equity line of credit. This way, we can appeal to members and potential members as a reliable, knowledgeable and genuine source.

6

Brand Tone

When we focus on a new chapter in someone’s financial journey, we use supportive, positive and sometimes aspirational phrases that encourage the reader throughout the process.

When we focus on instructions or technical information, we use direct, natural language to simplify the content. Our tone remains neutral, so that we don’t distract from the information.

In email campaigns or videos to drive awareness, OCCU may use humor and a lighthearted tone to appeal to potential members. That humor is never lewd, sarcastic or inaccessible. Instead, it’s inclusive and easy-to-understand.

On social media, we speak conversationally and informally. We use an uplifting, eager tone when promoting new services or sharing member stories.

When we talk about our local community, we speak personally and positively. We’re proud to share how we serve that community. We’re never arrogant or superior about how we serve. We always use a positive and uplifting tone to share our members’ stories.

When addressing a problem or member service question, we speak with empathy and apology, when appropriate. We also use a supportive tone because we know we can help. We never deny a problem; rather we always try to communicate a solution first.

7

Tonal Keywords & Glossary

HumanEmpatheticConversationalEmpoweringApproachableTrustworthyWarmTransparent KnowledgeableExperiencedInformative

8

Voice ‘This, But Not That’ ListThe list below helps multiple brand stakeholders communicate the brand congruently by identifying simple boundaries in the brand’s personality and written communication.

- We sound experienced, but never arrogant- We sound knowledgeable, but never jargon-heavy - We sound informative, but never long-winded

- We sound positive but never unrealistic- We sound trustworthy, but never negative toward competitors- We sound encouraging, but never promissory

- We sound conversational, but never unprofessional- We sound levelheaded, but never unfeeling- We sound transparent, but never dry

9

Tonal Examples

Tone Example 1 — OCCU Home Buying 101 Center

PARAGRAPH COPYAt Oregon Community Credit Union, we know that the journey to a first home often comes with twists and turns. That’s why we’re here to help you every step of the way. Each time we help an OCCU member move into their home, we learn new ways to help our members simplify the process.

With the OCCU Home Buying 101 Center, you can walk-through our first-time homebuyer journey digitally, completing the steps that lead you to your welcome mat.

How does this copy fit within OCCU’s brand voice and tone? It drives readers to the next step with encouraging, simple language It builds trust by showcasing experience, honesty and OCCU’s caring

nature It gives readers an overview of what to expect, so they’ll feel they’re “on

the same page” as OCCU It welcomes readers to form a relationship with OCCU through personal,

empathetic language

10

Tone Example 2 — OCCU First-Time Homebuyer Email

If you’re spending your hard-earned money on rent each month, maybe it’s time to consider buying a home and building equity instead. When you buy a home, you stop paying someone else’s mortgage and start your own investment. You deserve a home you’ll enjoy for years to come, without having to worry about an increasing cost of living.

We know buying a home seems like a big step. And we agree, it is. But that’s why we’re here to help. To get things started, check out our First-Time Homebuyer Guide below and see why you should apply to get pre-qualified.

How does this copy fit within OCCU’s brand voice and tone? It shows readers that OCCU can help them make the most of their money

through supportive, informative language It allows complex information like specific rates or data to be made

approachable through simple language It uses an honest, positive tone to show readers that there’s room to

improve, rather than focusing on negative aspects of renting It teaches readers with conversational language, so they don’t feel like

they’re reading a textbook It prompts readers to discover more about buying with helpful resources

from OCCU It shows that OCCU can be trusted to value members through helpful

words of encouragement

Tone Example 3 — OCCU Homebuyer’s Journey Guide and Checklist

11

Step One: Prioritize needs First and foremost, plan out exactly what you want in a home. Rank your needs, such as number of bedrooms and bathrooms, along with any additional features you want or wish to avoid. By prioritizing early, you can save time searching and feel confident with your final decision.

How does this copy fit within OCCU’s brand voice and tone? It empowers the reader through straightforward, supportive language,

allowing them to feel prepared to complete the homebuyer journey It uses concise, conversational language to avoid overwhelming readers It drives readers to confidently take their first step by using transparent

copy

Tone Example 4 — Example Promo Social Post

12

Facebook: Home sweet home is only a few steps away! See the OCCU Homebuyer’s Journey Guide and Checklist to see how we can help you get from “for sale” to “sold” in a beautiful home.

Twitter: Ready to be homeward bound? Let us simplify the home buying process with our handy OCCU Homebuyer’s Journey Guide and Checklist!

How does this copy fit within OCCU’s brand voice and tone? It adjusts the same concept to fit within the community focused nature of

Facebook and the quicker, interest focused nature of Twitter It uses conversational and encouraging language in both posts, focusing

on the ways OCCU can help the reader in the Facebook post and access to fast homebuyer resources in the tweet

It uses emotional, descriptive language in the Facebook post and direct, transparent language in the tweet

It appeals to reader’s desire for a personal connection through the Facebook post and the reader’s desire for quick, interesting information in the tweet

13

Tone Example 5 — Example Community Social Post

Is there anything better than sharing a holiday meal with loved ones? We don’t think so!

Give a little food (and love) now through Sunday by donating canned & dry goods at all Eugene OCCU branches.

[PHOTO: Customers making a large donation. ON SCREEN PHOTO CAPTION: Thank you to our members John and Shari Smith for bringing $100 worth of donations today to our Main Street branch!]

How does this copy fit within OCCU’s brand voice and tone? It showcases member value by bringing attention to members who made

an exceptional donation It uses warm, clear language to generate interest about the community

food drive and gives needed information about it

*All names and organizations in this example are FPO, just showing tone examples.

14

What will we be speaking about?

Education — 30%

Overview: Education empowers OCCU members. By simplifying complex processes and providing tips, members may feel confident that they can reach their goals. When members feel confident, they trust the brand and valuable relationships are built. Educational posts can help set aside OCCU as a reliable and helpful financial source.

Tactics: o Financial tips and informationo Home buying tips and informationo Steps toward empowerment & goals

Content:o Copyo Imagery including photos, illustrations and infographics

Community — 40%

Overview: OCCU is for communities. By promoting local businesses, events and community members, OCCU can strengthen the growing community bond. When Oregonians see OCCU as part of the community, they will feel more connected to the brand. Community-focused content, especially in social spaces, can help show how OCCU serves members as well as Oregon as a whole.

Tactics:o Local event promotiono Local businesses promotiono Partnershipso Member spotlightso Sponsorships & donations

Content:o Copyo General engagemento Social cross-posts with local brandso Community-centric imagery

Promotion — 30%

15

Overview: Spreading awareness about OCCU products, services and offerings allows members and potential members to see how OCCU can benefit them. Straightforward content about OCCU’s products and services can help simplify consumer decisions, allowing them to deepen a connection with OCCU.

Tactics:o OCCU products o OCCU serviceso OCCU seminars o OCCU deals

Content:o Copyo Product promotionso Sweepstakes & contestso Brand imagery

16

17

Watchouts & Competitors

1. Even when explaining complex or in-depth material, OCCU should avoid using jargon. If commonly unknown technical terms must be used, OCCU should use simple language to clearly define the term. This will simplify content, as well as establish OCCU as a straightforward and helpful source.

2. OCCU should avoid sarcastic and silly language, which could cause readers to take OCCU less seriously. When humor is used, it should be conversational and approachable to support OCCU’s helpful brand personality.

3. While OCCU may offer advice and tips for best practices, promissory copy that isn’t backed with absolute certainty should be avoided. For example, guaranteeing pre-qualification or a 21-day close on a home should be avoided.

4. Avoid adding legal disclaimers to creative copy. Instead, legal disclosures and legal information should live at the footer of the page.

5. Avoid wordy or overly descriptive copy that doesn’t clarify content or strengthen the consumer-brand relationship.

6. OCCU should never speak ill of other credit unions or banks. Competition should always be addressed with a positive tone, focusing on how OCCU can better serve members not how other entities fail their customers.

18

OCCU Style Guide

AbbreviationsUse abbreviations for datelines, numbered addresses as well as states when also used with cities. Also abbreviate months when used with date and year, as well as titles before names.

AcronymsSpell out acronyms on first mention, unless the acronym is common knowledge such as ATM or PIN. In areas with limited copy space, such as headlines, acronyms may be used with an asterisk and the definition in the footer. For abbreviations like APY or ACH, consider the reader’s level of knowledge to decide if it’s necessary to define the abbreviation.

a.m. and p.m. Use a.m. and p.m. with figures, always lowercase with periods. (Example: 10 a.m., not early in the a.m.)

BankcardBankcard should be used as one word.

Bullet point lists- Should capitalize the first word of each bullet- Should punctuate sentences but not phrases- Should avoid more than six bullets in a list- Should avoid bullet points with multiple sentences

CapitalizationCapitalize proper nouns, official titles used with names as well as official products and services such as MyOCCU Mobile Banking and Extended Overdraft Protection.

CARD ActUse CARD in all caps when referring to the CARD Act, which stands for Credit Card Accountability, Responsibility and Disclosure Act.

CardholderCardholder should be used as one word.

CommasDo not use a comma before the last conjunction in a series. (Example: No minimum balance, no service fees, free Internet banking and free MyOCCU Mobile Banking.)

EmailCapitalize “email” at the beginning of a sentence only. Use “email” without a dash.

19

EscrowLowercase escrow unless it is used at the beginning of a sentence.

eStatementLowercase the “e” in eStatement even at the beginning of a sentence, as this is a branded service.

Homeowner’s associationLowercase homeowner’s association unless it’s used at the beginning of a sentence.

InternetInternet should always be capitalized.

Internet BankingCapitalize Internet Banking when referring to a specific service.

Line of creditUse “line of credit” without dashes between words.

Loan-to-Value (LVT) RatioUse dashes between words in “loan to value.” LVT may follow in parenthesis and be used on second mention.

Log in/log out and login/logoutUse log in and log out as verbs, use login and logout as adjectives. (Example: Use your login ID and password to log in.)

MembersAlways refer to OCCU members as “members,” never “customers.”

Mobile Banking Capitalize Mobile Banking when referring to a specific service such as MyOCCU Mobile Banking.

NumbersSpell out numbers under 10 as well as all numbers when used at the beginning of a sentence.

Our/weUse “our” and “we” in place of “it” when referring to OCCU in order to reflect the friendly brand personality.

Percent

20

Use the percent symbol rather than spelling “percent” out.

Pre-qualificationUse a dash for pre-qualification, pre-qualify and pre-qualified. Always use “pre-qualified” rather than “pre-approved,” as OCCU members do not get pre-approved through OCCU.

REALTOR® When speaking of real estate agents in Oregon, use the term REALTOR® in all caps. Most real estate agents in Oregon are also REALTORs, meaning they belong to the National Association of REALTORs. On first mention, REALTOR should include a rights reserved symbol as well as a definition on the page.

Social Security numberCapitalize Social Security but not number, except when used in a capitalized title or headline.

WebsiteUse “website” as one word in lowercase text unless used at the beginning of a sentence.

21