Brand overview sections

How we describe Park Christmas Savings

Joining Park is super simple. Over the year, you save towards a host of gifts cards, which can be used in loads of top high street retailers and online stores. You pay what you can when you can in regular instalments; you can even change your end target to go up or down to suit your needs.

Personality

So, why is Brand Personality important?

Brand personality helps in easing communication with the customers. A customer can relate to the traits that you possess with the personality traits that a brand has. Thus, an emotional connection is generally created amongst the brand and the customer.

Jolly

We love spreading the joy of Christmas all year round. That means focusing on the true meaning of Christmas to our customers – family, togetherness and celebration. We reflect this on our social channels too, mixed with some seasonal humour where appropriate to bring a smile to our customers’ faces. Overall our content style should feel warm, inclusive and jolly without losing the respect of our customers.

(Christmassy spirit, excitement)

Wise

When it comes to money, we think it pays to plan ahead. That’s why we’ve been helping customers safely pre-pay for Christmas for over 50 years. We’ve always got one eye on the big reward at the end, which helps us motivate customers day to day.

(Authority, experience, pre-pay)

Optimistic

We are always positive, cheering on our customers and helping them create a wonderful Christmas for their families. This year they are going to have more concerns than usual about spending, so we want our optimism, to be considerate and measured without becoming negative.

(Enablers, cheerleaders)

Open-hearted

We are kind and honest. Easy to approach, we are happy to help when needed, and will never judge, lecture or patronise. We keep things simple and straightforward, to help our customers feel at ease.

(relatable, down to earth, accessible)

Tone of voice

The Park Christmas Savings brand talks in a way that’s jolly, wise, optimistic and open-hearted. Here we’ve provided an explanation of each of these traits and how they translate into our tone of voice. Following these core Tone Of Voice guidelines will help us to build a clear brand personality for Park. This may also be supported by further campaign guidelines where necessary.

Jolly

We love spreading the joy of Christmas all year round. But we’re not all belly-laughing Santas and cracker jokes. To us, Christmas means more. It means family, togetherness and celebration. So everything we say should feel warm, inclusive and of course, jolly. We can use humour sparingly when delivering campaign communications, but only when it is appropriate to do so. Please see Tone Of Voice section in the campaign toolkit for more information.

We say: You’re all paid up. Time to hit the shops and spread that Christmas joy!

We don’t say (too dull): Your payments are now complete. Thanks for using park Christmas savings.

We don’t say (too cliché): Joy to the world, your payments are now complete.

We don’t say (too jokey): Ho, ho, ho! You’ve completed your payments.

Optimistic

We are always positive, cheering on our customers and helping them make Christmas as wonderful as it should be for their families. With that in mind, we should always maintain an optimistic tone of voice. That means never resorting to fear-mongering or negative tactics.

We say: We’ll help you plan ahead to give your family the Christmas they deserve.

We don’t say: Even with bills and inflation are on the rise, Park can help you have a great Christmas.

Wise

We help people to be prudent with their money and make sense of something that can be stressful. We’ve been doing it for over fifty years. That expertise should come across in the way we talk and reassure our customers. But we should avoid patronising language.

We say: When you spread the cost with park, you can enjoy the big day so much more.

We don’t say: Our pre-payment plans are ideal for those who struggle to afford Christmas.

Open-hearted

We’re always happy to help our customers. They want to give their families everything they deserve. So we give them everything they deserve – honesty, generosity and compassion. We don’t judge or reprimand. We understand and find ways to relate to our customers.