Brand Tone

Professional, Trustworthy, Customer-centric, Supportive, Forward-looking, Dynamic, Responsible, Transparent, Pan-Baltic, Locally Rooted

Brand Values

• •Curiosity
• •Collaboration
• •Focus
• •Customer-focused culture
• •Sustainability and Responsibility
• •Accessibility, Speed, and Predictability

Best Practices

• •Embody "Curiosity, Collaboration, Focus": Infuse these core values into messaging. Show curiosity by addressing customer needs proactively. Highlight collaboration by speaking of partnership. Demonstrate focus by providing clear, direct, and purposeful information.
• •Maintain Professional Clarity: Especially in financial matters, use clear, precise, and unambiguous language. Avoid jargon where possible, or explain it simply. The tone should always inspire trust and competence.
• •Be Genuinely Supportive and Accessible: Write from the customer's perspective. Anticipate their questions and concerns. Frame services as solutions that simplify their lives and help them achieve their goals.
• •Stay Forward-Looking and Positive: Emphasize Luminor's role in building a "better tomorrow" and supporting growth and innovation in the Baltics. Use an optimistic yet realistic tone.
• •Ensure Consistency Across All Channels: Whether it's a website FAQ, a social media post, an app notification, or a formal report, the underlying tone and values should be consistent. Develop internal brand voice guidelines and provide training to ensure all communicators are aligned.

Social Perception

Major Financial Player, Modern and Evolving, Mixed Customer Experience, Commitment to Sustainability, Focused on Baltic Growth

Copy Examples

• •Headline (General Banking): "Your financial future, simplified. Luminor: Guiding your ambitions in the Baltics." Body: "At Luminor, we combine local expertise with forward-thinking financial solutions. Whether you're planning for your family, growing your business, or investing in tomorrow, we're here to provide clear, accessible banking that empowers your journey. Let's build a brighter future, together."
• •Headline (Business Loan): "Fueling Baltic Business. Power your growth with Luminor." Body: "Local businesses are the heartbeat of the Baltics. Luminor offers tailored financing solutions designed with a deep understanding of your market and a commitment to your success. Let our curious minds and collaborative approach help you take the next bold step."
• •Headline (Sustainability Initiative): "Investing in a Greener Tomorrow, Today. Our Commitment to a Sustainable Baltics." Body: "For Luminor, sustainability isn't just a goal, it's a responsibility. We're focused on making a positive impact, from supporting renewable energy projects to helping our customers transition to a low-carbon economy. Discover how we're banking on a better future for all."
• •Headline (Digital Banking): "Banking that keeps pace with your life. Secure, intuitive, and always accessible with Luminor." Body: "Manage your finances effortlessly with Luminor's digital banking solutions. We're continuously innovating to bring you a seamless experience, backed by robust security and dedicated support. Your financial well-being, at your fingertips."
• •Headline (Customer Service Promise): "Focused on You. Collaborative in Approach. At Luminor, your financial clarity is our priority." Body: "Navigating your finances should be straightforward. Our team is dedicated to providing clear, expert advice tailored to your unique needs. Experience the Luminor difference – where curiosity meets collaboration to serve you better."