Founded on Fairness
Brand › Writers Guide › 2026

Writers Guide.
How we sound, in practice.

The Blueprint sets the principles. The Tone of Voice sets the voice. This is the working manual writers reach for when there’s a real piece of copy on their screen and a deadline at the end of the week.

Twenty-eight pages. Foundations, then flex — by channel, by audience, by service. Use the sidebar to jump in.

↓ Download the Writers Guide (PDF)
28
Pages
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Channels
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Services
1853
Founded
01  ·  Cover Writers Guide
Founded on Fairness
Brand › Writers Guide › 2026

Writers Guide.

How Skipton sounds, in practice. The working manual that sits under the Blueprint and the Tone of Voice. Founded on Fairness. Since 1853.

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Brand › Writers Guide › Cover
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02  ·  Welcome Writers Guide
Founded on Fairness
Brand › Writers Guide › Welcome

Welcome.

This is your working guide for writing in Skipton’s voice.

The Blueprint sets the principles. The Tone of Voice sets the voice. This guide shows you how to apply both — channel by channel, situation by situation. It’s the manual you reach for when you have a real piece of copy in front of you.

You’ll learn

The three voice traits, and how they hold across everything we write.

How tone flexes — by channel, by situation, by service.

A short test you can run on any draft before it goes out.

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Brand › Writers Guide › Welcome
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03  ·  One voice. Many situations. Writers Guide
Founded on Fairness
Brand › Writers Guide › The principle

Our voice doesn’t change.
Our tone meets the moment.

Our voice is Rooted, Assured, Considered. That stays the same whether we’re writing a base-rate letter, a mortgage brochure, or a Friday social post.

What changes is the moment. A maturity letter is not a bereavement letter. A first-home page is not a remortgage page. A Friday social post is not a quarterly statement.

Same voice. Different situation. Different tone.

The job of this guide is to help you read the situation and meet it — without losing the thread of who Skipton is.

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04  ·  Rooted. Assured. Considered. Writers Guide
Founded on Fairness
Brand › Writers Guide › The voice

Rooted. Assured. Considered.

Three traits. Fairness runs through all three. Every piece of copy should sound like all three are present.

Rooted

Sounds like we come from somewhere. Plain, unfussy, no marketing puffery. We don’t perform Yorkshire — we just sound like ourselves.

Assured

172 years of showing up. We’ve earned our confidence, so we don’t need to shout. Calm under pressure. Honest about what we know — and don’t.

Considered

We’re here for the next few decades, not the next transaction. We don’t manufacture urgency. We’re patient with hard things.

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05  ·  Founded on Fairness Writers Guide
Founded on Fairness
Brand › Writers Guide › The test

Founded on Fairness
isn’t a slogan. It’s the test.

Three fairnesses run through everything we write: fair to the members who own us, fair to the society we sit in, fair to the colleagues who do the work.

Plain English isn’t a style choice — it’s the price of entry. If a member can’t read it, it isn’t fair. If a colleague has to translate it, it isn’t fair.

We always sound

  • Plain. Everyday words, said once.
  • Direct. Active voice. Person doing the thing, first.
  • Honest. About cost, scope, and what we don’t do.
  • Human. Warm without being chatty.
  • Inclusive. Written for the actual reader.

We never sound

  • Corporate. Formal for formal’s sake.
  • Vague. Hedging instead of helping.
  • Patronising. Talking down or sweetening up.
  • Salesy. Manufacturing urgency or excitement.
  • Performatively warm. Friendly noise instead of useful information.
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Brand › Writers Guide › The test
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06  ·  Active, not passive Writers Guide
Founded on Fairness
Brand › Writers Guide › The first rule

Active, not passive.

Put the person doing the action first. It’s clearer, warmer, and shorter — which makes it more honest.

DO

We’ll call you tomorrow.

DO

We’ve lowered your interest rate.

DO

Save more with a Cash ISA.

DON’T

You’ll be called tomorrow.

DON’T

A decision has been made to lower your interest rate.

DON’T

Our Cash ISA could help you save more.

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Brand › Writers Guide › The first rule
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07  ·  The volume dial Writers Guide
Founded on Fairness
Brand › Writers Guide › How tone flexes

The volume dial.

Every piece of writing is a conversation. Just like in real life, we read the moment and adjust. Same voice all the way through — just dialled to suit.

Quieter

Bereavement, missed payments, IHT

Clarity beats craft. Strip the style back. Just help. Plain sentences, calm rhythm, no flourishes.

Balanced

Brochures, web, member comms

The default setting. Warm and direct. Triads and short sentences. The voice carrying its full weight.

Lifted

Organic social, articles, paid ads

A touch more energy. A touch more rhythm. Wit if it earns its keep. Still Skipton — just brighter.

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08  ·  Using wit wisely Writers Guide
Founded on Fairness
Brand › Writers Guide › A note on wit

Wit isn’t a brand pillar.
It’s a channel tool.

A flicker of wit can lift a piece of copy. Stacked-up wit drowns it. The Skipton voice doesn’t need jokes to do its job — clarity and warmth carry the weight.

Use wit when

  • The channel is light: organic social, articles, top-of-funnel ads.
  • It’s in service of the message, not louder than it.
  • It’s a single light touch, not three stacked metaphors.

Avoid wit when

  • The channel is operational, sensitive, or compliance-driven.
  • The reader is already worried, grieving, or under pressure.
  • The line could read differently to a different reader.
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09  ·  Operational letters & emails Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › Operational

Operational letters & emails.

The letters that change something. Rate cuts, maturities, missed payments, bereavement. Dial down the personality. Dial up the clarity.

We sound

  • Clear — readable on the first pass.
  • Direct — the point, near the top.
  • Calm — even when the message isn’t.
  • Human — one person writing to another.

We don’t sound

  • Corporate. Formal for formal’s sake.
  • Playful. Wit doesn’t belong here.
  • Vague. Hedged language hides the message.
  • Patronising. We don’t over-explain.

Tips

Lead with what’s changing. Say it once. Use everyday words. Cut anything that isn’t helping.

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Brand › Channel › Operational
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10  ·  Operational — in action Writers Guide
Founded on Fairness
Brand › Writers Guide › Operational › In action

Operational — in action.

Base rate reduction

The Bank of England has cut the base rate. We’ve reviewed our own rates in light of that, and the rate on your savings account is going down too.

Here’s what’s changing, when it changes, and what your options are.

Maturity

Your [product] matures on [date]. Before then, you’ll need to tell us what you’d like to do next.

You have three options. We’ve set them out below, with what each one means for your money and how to choose.

Rather talk it through? A free My Money Review takes about an hour. In branch or by video. No pressure to take a product at the end.

Missed mortgage payment

We’ve not received your latest payment under the plan we agreed.

Life doesn’t always go to plan. We know that. So before anything else happens, please get in touch — we’d rather work through this with you than send another letter.

Bereavement

We’re sorry to hear about [Name].

Dealing with a loved one’s finances is one of the hardest things you’ll do. We want to make our part of it as simple as we can.

Everything you need to know about the outstanding mortgage is on the next page. One person at Skipton will handle this with you from start to finish.

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Brand › Operational › In action
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11  ·  Welcome & sales-driven Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › Welcome & sales

Welcome & sales-driven copy.

A first impression and a fair offer, in the same breath. A bit more energy than operational. Same plain English. Same honesty about what we’re offering.

We sound

  • Warm — a real welcome, not a marketing one.
  • Clear — the offer, the cost, the catch (if any).
  • Confident — we mean what we say.
  • Human — from one of us, to one of you.

We don’t sound

  • Pushy. We don’t manufacture urgency.
  • Cheesy. No surprise! No exclamation overload.
  • Vague. Benefit-led isn’t the same as floaty.
  • Cold. Membership isn’t a transaction.

Tips

Make the welcome feel earned, not automated. Lead with what membership actually means. Say what you’ll do, not what they should feel.

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Brand › Channel › Welcome & sales
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12  ·  Welcome — in action Writers Guide
Founded on Fairness
Brand › Writers Guide › Welcome › In action

Welcome — in action.

Welcome to Skipton

Welcome to Skipton.

You’re a member now, not a customer — which means you own a share of how this place runs. We’ll keep things plain, keep things fair, and keep you in the loop.

Birthday

Happy birthday from everyone at Skipton.

Another year as a member. Thanks for being one of us.

Membership

Being a member of Skipton means something specific. There are no shareholders to pay before you. The money we make goes back into rates, services, and the places we operate in.

That’s the deal. It has been since 1853.

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Brand › Welcome › In action
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13  ·  Organic social Writers Guide
Founded on Fairness
Icon
needed
Brand › Writers Guide › Channel › Organic social

Organic social.

Facebook, Instagram, TikTok, LinkedIn. The dial sits a notch up. Wit lands here if it lands anywhere — but the voice is still ours: rooted, assured, considered.

We sound

Lighter rhythm. Conversational. Confident. Honest about money the way a friend would be.

We don’t sound

Silly. Frivolous. Cheesy. Trying-too-hard. Slangy in a way that ages.

Tone in action

Rates up. Rates down. Rates sideways. Whatever the market’s doing this week, your plan shouldn’t need rewriting every Monday. Here’s how to build one that holds.

172 years on. Still owned by members. Still answering to members. Not a slogan — just how the building society model works.

Saving for something specific or saving just in case? Either’s fine. Both work better with the right account.

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Brand › Channel › Organic social
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14  ·  Paid media Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › Paid media

Paid media.

Display ads, paid social, OOH. Every word earns its space. Confident. Clear. Not pushy. The Skipton voice in its tightest form.

We sound

Direct. Confident. Memorable without being clever. The headline does the work; the line under it pays it off.

We don’t sound

Salesy. Hyperactive. Pun-stuffed. Overpromising. We don’t shout in paid space — we earn the click.

Tone in action

Save more. Pay less tax. That’s an ISA, more or less.

A first home is a long road. Here’s a fair start.

Owned by members. Run for members. Since 1853.

Plan your money with someone who’s done this before. That’s us.

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Brand › Channel › Paid media
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15  ·  CMP activity Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › CMP

CMP activity.

Direct mail, leaflets, SMS, marketing emails. Action-driven, but never pushy. Clarity comes first. Warmth keeps it human.

We sound

Purposeful. Uncomplicated. Confident. Aware of the reader’s situation.

We don’t sound

Impersonal. Overly formal or overly casual. Arrogant. Patronising.

Tone in action

Open a savings account today. Five minutes online, or twenty in branch. Either works.

Your account is changing on [date]. Here’s what’s different, what’s staying the same, and what (if anything) you need to do.

If any of this feels like a lot, call us. That’s what we’re here for.

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Brand › Channel › CMP
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16  ·  Web copy Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › Web

Web copy.

Pages people scan. Clear, warm, short. Get to the point quickly. Give the reader a way through, not a wall to read.

We sound

Clear. Human. Direct. A touch lighter than print. Confident enough to keep things short.

We don’t sound

Cold. Long-winded. Technical for technical’s sake. Pushy.

Tone in action

Member Panel. Listening to members is how we stay a building society and not just a bank with a different sign. Tell us what’s working. Tell us what isn’t. We’ll use it.

Member Commitments. Our promise to you is short. Treat you fairly. Put you first. Give you more than just a competitive rate. We say it. Then we measure it.

Mortgage page. A new mortgage. A different term. A bit more borrowing. Whatever you’re after, remortgaging with us is built to be straightforward — not a maze.

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Brand › Channel › Web
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17  ·  Articles Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › Articles

Articles & Life and Money.

More room to think. Subheads, varied rhythm, the occasional lighter line. Heavy topics still need clarity. Lift the rhythm, not the volume.

We sound

Knowledgeable. Honest. Engaging. We use varied sentence lengths, subheads, and the occasional light line to keep it readable.

We don’t sound

Self-deprecating about the topic. First-person columnists. Stuffed with puns or anecdotes that aren’t earning their place.

Tone in action

ISA article. ISAs aren’t exciting. They’re just useful. Twenty thousand pounds a year, sheltered from tax on the interest. That’s the whole idea.

Savings rates article. Rates are rising. That’s good news for savers. It’s also news for HMRC, which is why a lot of people are about to pay more tax on their interest than they were expecting. Here’s how that works, and three ways to keep more of what you’ve earned.

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Brand › Channel › Articles
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18  ·  Brochures Writers Guide
Founded on Fairness
Brand › Writers Guide › Channel › Brochures

Brochures.

The middle of the dial. Warmth and personality, with expertise underneath. Honest about what something is and what it isn’t.

We sound

Human. Expert. Honest. Direct. The brochure is a conversation in print, not a brochure-shaped ad.

We don’t sound

Formal. Patronising. Intimidating. Stuffed with technical terms we haven’t explained.

Tone in action

Financial advice brochure. So — what’s financial planning, and what does it actually do for you? Plain English. No jargon for jargon’s sake. Just enough information to know whether it’s worth a conversation.

Inheritance tax brochure. Inheritance tax isn’t nice to think about. We get that. But thinking about it now — early, properly, with someone who’s done this before — is how families end up keeping more of what they’ve worked for.

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19  ·  Flex by audience Writers Guide
Founded on Fairness
Brand › Writers Guide › Audience flex

Flex by audience.

We speak to people at every life stage and every level of experience. The voice doesn’t change. The emphasis does.

We’ve avoided splitting by age — a forty-year-old buying a first flat is in the same situation as a twenty-five-year-old buying one. Situation is honest. Age is a stereotype.

Earlier in the journey

First savings, first home, first pension. We reassure without patronising. We break things down without dumbing them down.

Further down the road

Existing savings, an investment portfolio, retirement decisions. We respect what they already know. We don’t over-explain.

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Brand › Audience flex
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20  ·  Earlier in the journey Writers Guide
Founded on Fairness
Brand › Writers Guide › Audience › Earlier

Earlier in the journey.

First savings. First mortgage. First pension. They’re finding their feet. We’re here to make a complicated thing feel doable — not to congratulate them on showing up.

We sound

Warm. Reassuring. Specific. Step-by-step where step-by-step helps.

We don’t sound

Patronising. Slangy. Performatively young. Cheery in a way that papers over real anxiety.

Tone in action

First home. Buying your first home is a long, slow, expensive thing. We’ve helped three generations of members do it. Whatever your deposit, whatever your timeline, we’ll walk you through it.

First savings. Saving is mostly habit. The account matters less than starting. Here’s a simple way in.

First pension. A pension is just a savings account with rules and a tax break. We’ll explain the rules, and the break, and what to do next. Step by step.

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Brand › Audience › Earlier
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21  ·  Further down the road Writers Guide
Founded on Fairness
Brand › Writers Guide › Audience › Further

Further down the road.

A portfolio of accounts. An eye on retirement. Decisions about estate, advice, withdrawal. They know the basics. We give them the next layer — not a remedial recap.

We sound

Confident. Expert. Direct. Aware that they’ve heard the basics. Concise where concise is respect.

We don’t sound

Formal. Intimidating. Over-explained. Hedged. Performatively humble.

Tone in action

You’ve already made a few smart calls with your money. Here’s how to build on them.

You know markets move. The question is what your plan does when they do. Here’s how to think about it.

As a member, you’ve had a stake in this place for a while. The next decision — advice, estate planning, drawdown — is one we’re built to help with.

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Brand › Audience › Further
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22  ·  Flex by service Writers Guide
Founded on Fairness
Brand › Writers Guide › Service flex

Flex by service.

Each service we offer sits at a different point on the dial. Savings can lift. Mortgages flex by situation. Investing keeps things steady. Inheritance tax stays calm and clear. Sensitive topics ask for the lightest touch.

Savings

Encouraging. Practical. Light.

Mortgages

Flexes by situation: first home, remortgage, struggling.

Icon
needed

Investing

Honest about risk. Calm about returns.

Inheritance tax

Direct. Plain. Respectful.

Sensitive topics

Strip the style back. Just help.

Icon
needed

Always

Same voice. Different dial.

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Brand › Service flex
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23  ·  Savings Writers Guide
Founded on Fairness
Brand › Writers Guide › Service › Savings

Savings.

A practical first step for many members. Encouraging without being precious. Light without being slangy. We tell people the truth about saving: it’s mostly habit.

We sound

Encouraging. Practical. Direct. Light without being lightweight.

We don’t sound

Intimidating. Over-promising. Flat. Slangy.

Tone in action

Saving doesn’t have to be complicated. Little decisions, made early, make a real difference later. Here’s a simple first step.

Already saving? Check the rate. Check the access. Make sure your money’s working as hard as you are.

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Brand › Service › Savings
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24  ·  Mortgages Writers Guide
Founded on Fairness
Brand › Writers Guide › Service › Mortgages

Mortgages.

One of life’s biggest commitments. The tone flexes by situation. Same warmth all the way through — the situation decides whether to lift the rhythm or strip it back.

Buying a home

A first home is a long road. Years of saving, weeks of paperwork, one big day. We’ll keep our part of it as simple as we can.

Remortgaging

A new product. A different term. A bit more borrowing. Whatever you’re after, remortgaging with us is built to be straightforward.

Mortgage ending

Your mortgage is almost paid off. That’s a real thing — most people don’t get there. Here’s what happens next, and what your options are.

Struggling with repayments — quieter dial

If you’re having trouble keeping up, please call us before anything else. We can usually find a way through. The earlier we know, the more options we have.

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Brand › Service › Mortgages
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25  ·  Investing Writers Guide
Founded on Fairness
Icon
needed
Brand › Writers Guide › Service › Investing

Investing.

Honest about risk. Calm about returns. We don’t talk up performance. We don’t talk down anxiety. We help people make a decision they’ll still respect in five years.

We sound

Honest. Confident. Patient. Specific about what we can and can’t promise.

We don’t sound

Bullish. Hedged. Vague. Performance-led when performance isn’t the point.

Tone in action

Investing isn’t a shortcut. It’s a longer-term plan with a different shape of risk. We’ll be honest about the trade-offs. Honest about the costs. Honest about what we can and can’t promise. That’s how this works.

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Brand › Service › Investing
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26  ·  Inheritance tax Writers Guide
Founded on Fairness
Brand › Writers Guide › Service › Inheritance tax

Inheritance tax.

A complex, emotional topic. We don’t beat around the bush, and we don’t lay it on thick either. Direct, plain, respectful. We treat the reader as someone who can handle the facts.

We sound

Honest. Direct. Human. Respectful of family and legacy. Calm about a topic that often isn’t.

We don’t sound

Cold. Overly technical. Performatively empathetic. Patronising about death.

Tone in action

Inheritance tax won’t go away by ignoring it. But it won’t ruin your family either — not if you plan early, plan properly, and plan with someone who’s done this before. That’s us.

When you die, if your estate is worth more than the threshold, your family pays 40% on anything above it. The estate is most of what you own — your home, your savings, your car, your belongings — minus what you owe.

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Brand › Service › Inheritance tax
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27  ·  Sensitive topics Writers Guide
Founded on Fairness
Brand › Writers Guide › Service › Sensitive

Sensitive topics.

Bereavement. Financial difficulty. Vulnerable circumstances. Strip the style back. No alliteration, no triads, no flourishes. Clarity beats craft. Just help.

We sound

Sincere. Calm. Clear. Kind without performing kindness. Specific about who’ll do what next.

We don’t sound

Overly emotional. Cold or distant. Abrupt. Complicated. Reaching for a metaphor.

Tone in action

Bereavement. We’re sorry for your loss. Dealing with a loved one’s finances is one of the hardest things you’ll do, and we want to make our part of it as simple as we can. One person here will handle everything with you. Their number is on the next page. Call when you’re ready.

Missed payments. We haven’t received your latest payment under the plan we agreed. Life doesn’t always go to plan. We know that. Please call us so we can talk through what’s happening and what we can do next.

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Brand › Service › Sensitive
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28  ·  Quick tone check Writers Guide
Founded on Fairness
Brand › Writers Guide › Quick tone check

Before it goes out.

A short test you can run on any draft. If you can answer yes to all of them, you’re probably there.

The eleven questions

  • Would I say this out loud, in conversation?
  • Is it Plain English — everyday words, said once?
  • Are there formal or technical words I could simplify?
  • Is it clear, warm, and human?
  • Is it direct — the point near the top?
  • Right tone for the audience?
  • Right tone for the channel?
  • Right tone for the service?
  • Active voice throughout?
  • Wit used wisely — if at all?
  • Does it sound like Skipton (Founded on Fairness)?

Ask us anything

No question is a silly one. If you need a second pair of eyes, drop one of us an email or Teams message.

Emily Bocskei
Senior Copywriter

Alex Walker
Senior Copywriter

Jason McKeown
Content Manager

Happy to chat, give feedback, or offer extra support.

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Brand › Writers Guide › End
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