Voice

It starts with people. We get to know them—their aspirations, goals, challenges, needs, and values. We work alongside them, guiding them with technology, services, resources, and advice. We lift them up and help them move forward. We are empathetic, honest, and passionate – about our beliefs, values, and the things that matter most to our Associates, our clients, and our clients’ customers, members, and businesses. Our advocacy of community and regional financial institutions is rooted in a belief that the world is better with them in it. They are best equipped to help people manage their financial health because they practice relationship banking. So, we must do everything in our power to innovate, grow, support, and protect community and regional financial institutions. After all, they are the backbone of our economy.

Tone

Our tone is how we speak and how we respond. It is a reflection of who we are, and helps us to strengthen our relationships with our fellow Associates, our vendors, partners, and clients. Our tone is characterized by six traits.

• Confident: We are experts in what we do and are always prepared to share our knowledge and skills to inspire and achieve.
• Empowering: We are encouraging. We unlock the potential of the people we serve—our Associates, our clients, and our partners—through our leading technology and an open, collaborative culture.
• Accessible: We are approachable and engaging. We believe in clarity and transparency in how we communicate with the financial institutions we serve as well as our Associates.
• Empathetic: We are compassionate with everyone we serve—our Associates, our clients, and our partners. We believe in providing guidance by first understanding the unique needs of those we interact with.
• Genuine: We are authentic. We put people first in all that we do—knowing that true connections come from being honest and real.
• Dynamic: We are always growing and looking for new opportunities. We believe in a better today and a better tomorrow.

Content, design, and stylistic decisions should always support these key traits.