ING Tone of Voice — Empowering & Modern

Tagline: "Do Your Thing"

Industry: Banking

Sector: Finance

How ING Communicates

ING keeps banking out of your way. "Do Your Thing" frames money as a means to your life, not the point of it — empowering, modern, breezy. The voice is get-on-with-it and warm, selling a bank that steps back so you can get on.

Tone Words

ING's brand voice is defined by the following tone words: Empowering, Modern.

Communication Style

Language Style: Get-on-with-it
Sentence Type: Command
Tense: Present
Expression: Imaginative

ING Brand Story

ING brings Dutch directness to banking, positioning itself as the enabling bank. The orange lion symbolizes strength and courage while the brand focuses on simple, mobile-first banking.

Brand Message

Banking that enables you to do your thing

Brand Mission

Empower people to stay a step ahead

Brand Positioning

Core Concept: Banking Empowerment

Central Tension: Bank vs. Individual

About ING

ING Group N.V. (Dutch: ING Groep) is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. Its primary businesses are retail banking, direct banking, commercial banking, investment banking, wholesale banking, private banking, asset management, and insurance services. With total assets of US$967.8 billion, it consistently ranks among the largest banks globally. ING is the Dutch member of the Inter-Alpha Group of Banks, a co-operative consortium of 11 prominent European banks. ING Bank has been a member in the list of global systemically important banks since the list was created in 2011. It has been designated as a Significant Institution since the entry into force of European Banking Supervision in late 2014, and as a consequence is directly supervised by the European Central Bank. In 2020, ING had 53.2 million clients in more than 40 countries. The company is a component of the Euro Stoxx 50 stock market index. The long-term debt for the company as of December 2019 is €150 billion. ING is an abbreviation for Internationale Nederlanden Groep (lit. 'International Netherlands Group'). The orange lion on ING's logo alludes to the group's Dutch origins...

Frequently Asked Questions About ING

What is ING's tone of voice?

ING uses a empowering, modern tone of voice. Their communication is get-on-with-it, typically using command-style sentences in the present tense. Their tagline "Do Your Thing" exemplifies this voice.

How does ING communicate with customers?

ING brings Dutch directness to banking, positioning itself as the enabling bank. The orange lion symbolizes strength and courage while the brand focuses on simple, mobile-first banking.

What is ING's brand message?

ING's core message: Banking that enables you to do your thing Their mission: Empower people to stay a step ahead

What is ING's slogan?

ING's slogan is "Do Your Thing". It carries their empowering, modern voice.

What is ING's mission?

ING's mission: Empower people to stay a step ahead

What makes ING's brand voice unique?

ING stands out through their empowering, modern communication style. Their central brand tension, "Bank vs. Individual", shapes how they communicate across the Finance sector.

What language style does ING use?

ING uses get-on-with-it language, with imaginative messaging, in command-style sentences, using the present tense.