Bank of America vs Costco: Tone of Voice Compared

A side-by-side comparison of how Bank of America and Costco communicate — tone words, language style, sentence structure, and taglines.

In short

Bank of America (Finance) and Costco (Retail) play in different arenas — and it shows in how they speak. Bank of America sounds empowering, personalized, writing in assertive language, while Costco sounds ethical, reliable, writing in commanding language. They share no tone words at all. Bank of America's tagline, "Life's better when we're connected", captures its voice; Costco answers with "Do the right thing".

Voice comparison

DimensionBank of AmericaCostco
Tone wordsEmpowering, PersonalizedEthical, Reliable
Language styleAssertiveCommanding
Sentence typeStatementCommand
TensePresentPresent
ExpressionImaginativeStraightforward
Tagline"Life's better when we're connected""Do the right thing"

What Bank of America and Costco share

Bank of America and Costco share no tone words.

Where they differ

Bank of America leans empowering, personalized. Costco leans ethical, reliable.

Positioning & strategy

DimensionBank of AmericaCostco
Brand messageHelp customers achieve life goalsDeliver value while doing right by people
MissionProvide tools to unlock financial dreamsContinually provide members with quality goods at the lowest possible prices
Core conceptPower of PossibilitiesBusiness with Integrity
Core tensionLimits vs. PotentialProfit vs. Ethics

Frequently Asked Questions

How is Bank of America's tone of voice different from Costco's?

Bank of America uses an empowering, personalized tone with assertive language, while Costco uses an ethical, reliable tone with commanding language. They share no tone words.

What is Bank of America's tagline and what is Costco's tagline?

Bank of America's tagline is "Life's better when we're connected". Costco's tagline is "Do the right thing".

Do Bank of America and Costco target the same market?

Not directly — Bank of America operates in Finance while Costco operates in Retail.

Is Bank of America or Costco more figurative in its messaging?

Bank of America's messaging is imaginative, while Costco's is straightforward.

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