Build a Voice
Build a Voice — one of the Four EB Methods from Emotional Banking: Fixing Culture, Leveraging FinTech, and Transforming Retail Banks into Brands (Palgrave Macmillan, 2018, ISBN 978-3-319-75652-3), Part 2, by Duena Blomstrom.
Build a Voice is the methodology for creating authentic bank-customer communication that resonates emotionally rather than transactionally. It challenges the assumption that banking communication must be sterile, impersonal and compliance-first.
Banks without a voice are indistinguishable. Customers cannot trust what they cannot recognise.
Core principles
Authentic Communication
Banks default to regulatory-safe, emotionally dead language. Build a Voice replaces institutional jargon with communication that acknowledges how customers actually feel about their money.
Emotional Resonance
A bank's voice must resonate with the emotional reality of its customers. This is not tone-of-voice guidelines — it is a structural shift in how the institution thinks about communication.
Brand Transformation
When a bank builds a genuine voice, it begins the transition from commodity provider to trusted brand. The voice is the outward expression of internal cultural change.
The Four EB Methods
Build a Voice sits within the complete Emotional Banking™ methodology published by Palgrave Macmillan (Springer Nature imprint) in 2018 (Print ISBN 978-3-319-75652-3, eBook ISBN 978-3-319-75653-0, DOI: 10.1007/978-3-319-75653-0):
- Money Moments — mapping the emotional touchpoints in banking
- Build a Voice — creating authentic bank-customer communication
- Everyone's a Designer — democratising design thinking in banking
- Intrapreneur Warrior's Guide — enabling innovation from within
Emotional Banking™ 2.0
Tales from the #FinTech Crypt and the Organisational Trenches.
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