Aon Tone of Voice — Better & Decisions
Tagline: "Better Decisions for a Better World"
Industry: Risk Services
Sector: Services
How Aon Communicates
Aon frames risk and insurance advice as the art of better choices. "Better Decisions for a Better World" ties data and expertise to helping clients navigate uncertainty — analytical, global, measured. The voice is decision-guiding and assured, selling clarity in the face of complex risk.
Tone Words
Aon's brand voice is defined by the following tone words: Better, Decisions, World.
Communication Style
- Language Style: Decision-guiding
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Aon Brand Story
Aon is a global professional services firm providing risk and HR solutions.
Brand Message
Risk and human capital services
Brand Mission
To help clients make better decisions
Brand Positioning
Core Concept: Better decisions
Central Tension: Worse vs. Better Decisions
About Aon
Aon plc (English: ) is a British-American professional services firm. The company operates two divisions: Risk Capital (67% of 2024 revenues), which provides brokerage and consulting services for risk management and insurance and reinsurance, and Human Capital (33% of 2024 revenues), which provides services for health insurance, retirement plans, pension plans, and talent advisory. It is the second largest insurance broker worldwide. The company is ranked 300th on the Fortune 500 and 388th on the Forbes Global 2000. Founded in Chicago by Patrick Ryan, Aon was created in 1982 when the Ryan Insurance Group merged with the Combined Insurance Company of America under W. Clement Stone. In 1987, the holding company was renamed Aon from aon, a Gaelic word meaning "one". The company is globally headquartered in London with its North America operations based in Chicago at the Aon Center.
Frequently Asked Questions About Aon
What is Aon's tone of voice?
Aon uses a better, decisions, world tone of voice. Their communication is decision-guiding, typically using statement-style sentences in the present tense. Their tagline "Better Decisions for a Better World" exemplifies this voice.
What is Aon's brand message?
Aon's core message: Risk and human capital services Their mission: To help clients make better decisions
What is Aon's slogan?
Aon's slogan is "Better Decisions for a Better World". It carries their better, decisions, world voice.
What is Aon's mission?
Aon's mission: To help clients make better decisions
What makes Aon's brand voice unique?
Aon stands out through their better, decisions, world communication style. Their central brand tension, "Worse vs. Better Decisions", shapes how they communicate across the Services sector.
What language style does Aon use?
Aon uses decision-guiding language, with imaginative messaging, in statement-style sentences, using the present tense.
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