abrdn Tone of Voice — Scottish & Active

Tagline: "Enabling Our Clients to Be Better Investors"

Industry: Asset Management

Sector: Finance

How abrdn Communicates

abrdn communicates with a scottish, active and rebranded voice using modern language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Enabling Our Clients to Be Better Investors", captures this voice. The central tension in abrdn's communication is active vs. passive, which shapes every message they craft. Their mission is to enable our clients to be better investors.

Tone Words

abrdn's brand voice is defined by the following tone words: Scottish, Active, Rebranded.

Communication Style

  • Language Style: Modern
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

abrdn Brand Story

Formerly Standard Life Aberdeen, rebranded 2021. Scottish heritage. AUM $500B+. Active manager facing passive headwinds. Sold off insurance business.

Brand Message

Active investment management

Brand Mission

Enable our clients to be better investors

Brand Positioning

Core Concept: Active investing

Central Tension: Active vs. Passive

Frequently Asked Questions About abrdn

What is abrdn's tone of voice?

abrdn uses a scottish, active, rebranded tone of voice. Their communication is modern, typically using statement-style sentences in the present tense. Their tagline "Enabling Our Clients to Be Better Investors" exemplifies this voice.

How does abrdn communicate with customers?

Formerly Standard Life Aberdeen, rebranded 2021. Scottish heritage. AUM $500B+. Active manager facing passive headwinds. Sold off insurance business.

What is abrdn's brand message?

abrdn's core message: Active investment management Their mission: Enable our clients to be better investors

What is abrdn's slogan?

abrdn's slogan is "Enabling Our Clients to Be Better Investors". It carries their scottish, active, rebranded voice.

What is abrdn's mission?

abrdn's mission: Enable our clients to be better investors

What makes abrdn's brand voice unique?

abrdn stands out through their scottish, active, rebranded communication style. Their central brand tension, "Active vs. Passive", shapes how they communicate across the Finance sector.

What language style does abrdn use?

abrdn uses modern language, with figurative messaging, in statement-style sentences, using the present tense.

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