Our verbal identity
Our verbal identity enables us to tell people who we are and what we do. Being consistent in the way that we speak reinforces our brand presence and helps people to recognise it’s us.
Overview
Our tone of voice flexes from bold and punchy headlines to clear supporting copy. We mean what we say, and say what we mean.
Tone of voice
The way we talk must be in harmony with how we look. We are credible, confident and we bring clarity to complexity.
Strategic overview
For an audience accustomed to the credibility and control of traditional finance, crypto can feel dizzying: full of hype, jargon and volatility. They may be curious about its potential but they do not want or need to understand the infrastructure behind it.
MidChains transforms that underlying complexity into an experience of clarity, making sophisticated digital-finance infrastructure feel clear, seamless and understandable, without making it lightweight, simplistic or any less rigorous.
What does this mean for MidChains’ verbal identity?
The way the brand ‘talks’ must work in harmony with the clean, minimal and intuitive design to dispel the crypto broker misconception. But beyond that immediate need, what we say and how we say it will create a distinct personality for MidChains – a voice that’s instantly credible, commands attention and communicates the high calibre of the business.
Brand archetypes
It’s useful to draw on archetypes (these ones were coined by psychologist Carl Jung), to help define MidChains’ personality and appeal to a specific audience desire. In this case, the desire for simplification, clarity, ease and reassurance. Most brands fit into more than one archetype.
A debonair brand that exerts a natural authority through strong leadership and organisation. Excels at making things function seamlessly.
Guiding principles
There are three guiding principles that help to keep our communication consistent. We use contemporary banking language, communicate calibre and have a touch of panache. The way we speak is part of what makes us MidChains. Follow the steps below to speak like MidChains.
Principle 01: Use contemporary banking language
People are accustomed to the personal, friendly and direct tone of the modern banking world. We don’t need to try and be another Monzo but it’s important to say what we mean in the clearest way.
Principle 02: Communicate calibre
For an audience who may be cautious of crypto, demonstrating legitimacy cannot be done just once. This doesn’t mean using the VARA certification logo everywhere, but subtly seeding credibility throughout.
Principle 03: Add a touch of panache
Here’s where the ‘rebel in a nice suit’ comes into play. Unlike other competitors, we carry a distinct point of view about digital assets – we know that the infrastructure is the most important part and that certainty will always trump crypto hype.