Activities that move life forward – education, technology, innovation, culture
Welcome to the LHV brand world
Get to know the LHV brand
Our brand is the unique experience someone has when they interact with us. It’s what sets us apart, both visually and linguistically, from our competitors, and allows us to tell stories in a way that no-one else could.
Through our attitude, action and language, our brand becomes inseparable from our business, our people and our community. This creates trust and long-term ties, acting as a driving force behind our future development.
Everyone at LHV is a brand ambassador. That’s why it’s so important we’re all aware of our brand principles, so we can embody them in everything we do.
The brand’s essence
Where it all began
We have always pushed boundaries and challenged banking norms, turning ordinary people into financially savvy investors. We questioned the industry’s status quo, establishing our own, unique vision of a broad-based consumer bank without a network of branches. This brought in a new era of possibilities, with us leading the way.
Today that rebellious spirit still drives us forwards. We seize opportunities in the financial world, using our technology, ideology and expertise to give people the freedom to dream big and achieve new possibilities.
Who we are in a sentence
We are trailblazers, using technology to create innovative financial solutions to clients’ everyday needs.
Where we sit in the market
Traditionally, financial organisations are bureaucratic, putting people into categories that fit their way of working. But people and businesses are constantly evolving, meaning they can’t be pigeonholed. That creates a conflict between what’s on offer and what people really need, leading them to seek out less traditional, more convenient and more personalised solutions to their money management.
That’s where we come in.
Our pledge
We give customers the freedom to think and act big.
Our audience
Ambitious people bank with us. We're the smart choice for people who think big and back it up with action, who want to invest in their future and achieve goals traditional banks can't help them with. We appeal to people whose values and motivations align with our entrepreneurial ethos. This leads us to two major groups of clients:
Youth
We educate the financial youth about money matters and entrepreneurship. They inspire us to think differently; we enable them to save and invest in the future.
Entrepreneurs
These people naturally think big, and we help them turn their ideas into reality. In return, we grow with them, united by an ambition to achieve greater goals and take the initiative.
Our brand personality
Our brand personality is the human-like traits, qualities and characteristics that define how we behave, communicate, and are perceived. It influences people’s first impression of our brand, their lasting memories, and ultimately can become one of the major reasons why they choose to open an account with us. It’s vital this personality comes across in everything we do.
Simple
We’re always clear and never superficial. We prioritise important information over fluff, and always ensure what we say is easy to understand. If our communication is accurate and informed, we believe we can achieve more by saying less.
Supportive
We’re here to support people’s financial needs. Our communication should provide a solution, not go on and on about the problem, always putting our clients first in an honest, open, optimistic way.
Results-driven
The result isn’t always money. Sometimes it’s about time, or building relationships, or laying the foundations for a stronger future. We manage expectations through clear explanations and guidance, providing further education if needed to help clients along their financial journeys.
Our language and tone
Language is important
Whenever we write, our language should be clean, crisp and occasionally clever. Our words can play a powerful part in our clients’ understanding.
Addressing clients
We always see our clients as our partners. We’re on a journey with them, side by side. Our relationship with them should be natural, forthright and friendly, with the flexibility to change our tone depending on how our client responds.
Tone
Our tone of voice can be summarised in four key principles: Bold and inspiring, customer-centric, simple and direct, confident and clear. These come together to provide a personal touch to everything we say.
Examples
The following examples give a better idea of what tone and style we should take when speaking with clients. We highlight suitable approaches and examples that should be avoided to keep the interaction in line with our brand’s values.
“We all have the freedom to make forward progress.”
“At least in theory, we should all have the opportunity to get on with our lives.”
“In investing, getting results counts, and that’s our strength.”
“We feel we’re relatively strong when it comes to investing.”
“With insurance from LHV Kindlustus, your home will be solely a source of pleasure.”
“Unless it’s a loss not covered by our insurance, you can feel secure with LHV Kindlustus.”
“We’re looking out for you and want you to feel that you’re getting VIP customer care.”
“As a financial institution with a high credit rating, we guarantee you all of the benefits and discounts of being an Au-client.”
“We’ll learn about your goals and risk tolerance so we can reach the desired result.”
“Our choice of investment strategies covers all target groups.”
“We value our clients’ loyalty and prudent approach to risk.”
“If you’re insured with us for a certain period, there’s a discount included in our loyalty programme.”
“Moving to a new home is a natural part of life, but one that takes careful planning.”
“There’s nothing easier than moving house, especially if you do it with our assistance at especially favourable rates.”
“Assess your risk and customize your deductible yourself.”
“Regardless of your risk appetite, we can put together a very attractive offer with low instalments.”
“We offer innovative financial services that will help you to achieve your goals.”
“Based on our commitment to offer clients integrated, comprehensive and innovative financial services that meet the requirements of the constantly changing economic environment and individual needs, we have created a diverse set of solutions that allows every client to find the approach that’s right for achieving their financial goals.”
“With instant payments, transfers will reach the recipient in mere seconds, any time of day or night. Free of charge.”
“If you make instant payments through LHV, the transfer will reach the recipient in a maximum of one minute day or night (incl. bank holidays). We don’t charge clients a service fee for instant payments.”
Sponsorship principles
Benefits from sponsorship must be mutual and values-led.
We support only activities that are consistent with our values:
Activities where speed and reaction time are important – sports, entrepreneurship
The impact of the support is also an important consideration:
The activity engages the public and/or allows direct participation and/or builds inclusiveness
The activity is ambitious and at a professional level
The activity transforms or builds on an existing understanding or paradigm
