Standard Chartered Tone of Voice — Global & Purposeful

Tagline: "Here for Good"

Industry: Banking

Sector: Finance

How Standard Chartered Communicates

Standard Chartered ties global banking to lasting purpose. "Here for Good" frames the bank around being present for the long term and doing right in the emerging markets it serves — global, purposeful, committed. The voice is purpose-banking and earnest, selling a bank that emphasises being a force for good across Asia, Africa, and the Middle East, framing its global reach around long-term commitment rather than short-term profit.

Tone Words

Standard Chartered's brand voice is defined by the following tone words: Global, Purposeful.

Communication Style

Language Style: Purpose-banking
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Standard Chartered Brand Story

Standard Chartered operates in some of the worlds most dynamic markets across Asia, Africa, and the Middle East. The Here for Good promise emphasizes sustainable, long-term impact.

Brand Message

Banking with lasting positive impact

Brand Mission

Drive commerce and prosperity through diversity

Brand Positioning

Core Concept: Sustainable Banking

Central Tension: Profit vs. Purpose

About Standard Chartered

Standard Chartered PLC is a British multinational bank with operations in wealth management, corporate and investment banking, and treasury services. Despite being headquartered in the United Kingdom, it does not conduct retail banking in the UK, and around 90% of its profits come from Asia, Africa, and the Middle East. Standard Chartered has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 Index. It has secondary listings on the Hong Kong Stock Exchange, the National Stock Exchange of India, and OTC Markets Group Pink. Its largest shareholder is the Government of Singapore–owned Temasek Holdings. The Financial Stability Board considers it a systemically important bank. Maria Ramos is the group chair of Standard Chartered. Bill Winters is the current group chief executive.

Frequently Asked Questions About Standard Chartered

What is Standard Chartered's tone of voice?

Standard Chartered uses a global, purposeful tone of voice. Their communication is purpose-banking, typically using statement-style sentences in the present tense. Their tagline "Here for Good" exemplifies this voice.

How does Standard Chartered communicate with customers?

Standard Chartered operates in some of the worlds most dynamic markets across Asia, Africa, and the Middle East. The Here for Good promise emphasizes sustainable, long-term impact.

What is Standard Chartered's brand message?

Standard Chartered's core message: Banking with lasting positive impact Their mission: Drive commerce and prosperity through diversity

What is Standard Chartered's slogan?

Standard Chartered's slogan is "Here for Good". It carries their global, purposeful voice.

What is Standard Chartered's mission?

Standard Chartered's mission: Drive commerce and prosperity through diversity

What makes Standard Chartered's brand voice unique?

Standard Chartered stands out through their global, purposeful communication style. Their central brand tension, "Profit vs. Purpose", shapes how they communicate across the Finance sector.

What language style does Standard Chartered use?

Standard Chartered uses purpose-banking language, with imaginative messaging, in statement-style sentences, using the present tense.