ING Tone of Voice — Empowering & Modern

Tagline: "Do Your Thing"

Industry: Banking

Sector: Finance

How ING Communicates

ING communicates with a empowering and modern voice using casual language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Do Your Thing", captures this voice. The central tension in ING's communication is bank vs. individual, which shapes every message they craft. Their mission is to empower people to stay a step ahead.

Tone Words

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

Communication Style

  • Language Style: Casual
  • Sentence Type: Command
  • Tense: Present
  • Expression: Figurative

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

Frequently Asked Questions About ING

What is ING's tone of voice?

ING uses a empowering, modern tone of voice. Their communication is casual, 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 is about Banking that enables you to do your thing. Their concept "Banking Empowerment" drives their 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 every message they craft in the Finance sector.

What language style does ING use?

ING uses casual language with figurative messaging. Their sentences are typically command in structure, using the present tense.