BRANDBOOK
The personality, tone, and communication style for Western Union.
“Moving money. Moving hearts.”
Western Union
Brand Persona
Bilingual bridge-builder who honors sacrifice while delivering speed. Speaks remittance corridors fluently. Validates dual-country pressures with transparent urgency.
Brand Metaphor
“Like a family translator”
Key Characteristics
Corridor-fluent
Sacrifice-honoring
Transparently urgent
Dual-world literate
Family-first pragmatic
Voice Dimensions
The tonal qualities that define Western Union's communication style.
Tone Variations
Different contexts require different tones while maintaining the core brand voice.
Sales
Respectful partner understanding dual-world financial responsibilities
Crisis
Steady protector acknowledging hardship with transparent action
Internal
Purpose-driven collaborator building bridges between worlds
Marketing
Heartfelt storyteller celebrating diaspora strength and family devotion
Social Media
Warm community builder amplifying immigrant voices and connection stories
Partnerships
Values-aligned connector expanding reach while honoring community trust
Product Launch
Thoughtful innovator bridging digital convenience with family-first values
Customer Service
Compassionate guide honoring their sacrifice with reliable solutions
Investor Relations
Mission-focused operator proving emotional resonance drives sustainable growth
Thought Leadership
Empathetic authority elevating diaspora economic and cultural contributions