Cigna Tone of Voice — Supportive & Collective

Tagline: "Together, all the way"

Industry: Health Insurance

Sector: Healthcare

How Cigna Communicates

Cigna communicates with a supportive and collective voice using declarative language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Together, all the way", captures this voice. The central tension in Cigna's communication is alone vs. together, which shapes every message they craft. Their mission is to improve life through health services.

Tone Words

Cigna's brand voice is defined by the following tone words: Supportive, Collective.

Communication Style

  • Language Style: Declarative
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Literal

Cigna Brand Story

"Together, all the way" emphasizes a commitment to unity in health support, highlighting the core tension between being alone and together. The tone feels genuinely supportive, reflecting a collective approach to care. The declarative language style reinforces a straightforward intent, focusing on action rather than embellishment. This creates an environment where collaboration is the norm, fostering trust among members.

Brand Message

Support member health journeys

Brand Mission

Improve life through health services

Brand Positioning

Core Concept: Partnership in Care

Central Tension: Alone vs. Together

About Cigna

The Cigna Group is an American multinational for-profit managed healthcare and insurance company based in Bloomfield, Connecticut. Cigna's insurance subsidiaries are major providers of medical, dental, disability, life and accident insurance and related products and services, the majority of which are offered through employers and other groups (e.g., governmental and non-governmental organizations, unions and associations). Cigna is incorporated in Delaware. The company ranked No. 15 in the 2023 Fortune 500 list of the largest U.S. corporations by total revenue, and the company took 68th place in the 2023 Forbes Global 2000 ranking. It has been embroiled in controversies, including engaging in automatic denials of insurance claims without reviewing them.

Frequently Asked Questions About Cigna

What is Cigna's tone of voice?

Cigna uses a supportive, collective tone of voice. Their communication is declarative, typically using statement-style sentences in the present tense. Their tagline "Together, all the way" exemplifies this voice.

How does Cigna communicate with customers?

"Together, all the way" emphasizes a commitment to unity in health support, highlighting the core tension between being alone and together. The tone feels genuinely supportive, reflecting a collective approach to care. The declarative language style reinforces a straightforward intent, focusing on action rather than embellishment. This creates an environment where collaboration is the norm, fostering trust among members.

What is Cigna's brand message?

Cigna's core message: Support member health journeys Their mission: Improve life through health services

What is Cigna's slogan?

Cigna's slogan is "Together, all the way". It carries their supportive, collective voice.

What is Cigna's mission?

Cigna's mission: Improve life through health services

What makes Cigna's brand voice unique?

Cigna stands out through their supportive, collective communication style. Their central brand tension, "Alone vs. Together", shapes how they communicate across the Healthcare sector.

What language style does Cigna use?

Cigna uses declarative language, with literal messaging, in statement-style sentences, using the present tense.

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