Helping a small business lender to find the right words
Rocking Horse | March 2025
DEFINING OUR “WHY”
In order to get to a single guiding idea for what our brand represents, we need to first understand why we do what we do, how we do it and what we sell.
Why we exist
We know, all too well, the barriers that hold early-stage companies back. And that’s why we’re here. We help the UK’s most innovative SMEs to keep moving forward at speed.
How we do it
We never compromise on customer service, we share knowledge freely and go out of our way to help. We combine clear, consistent pricing with accessibility and convenience.
What we sell
Fast access to debt funding that keeps early stage companies in control.
DEFINING WHAT WE DO
It’s important that we know what defines us as a company and that we are consistent in articulating this.
We’re an SME lender. We unlock fast access to funding for early-stage companies, so they can innovate at their own pace and scale on their own terms.
OUR BRAND PILLARS
Our brand pillars are the guiding principles that embody the spirit of who we are and how we want to be perceived. Everything we do, say and create should be true to our brand pillars.
Nimble.
We move quickly, always adapting to our customers’ needs. We know fast access to funding is crucial. We find flexible ways to make it work.
Dependable.
Our customers know we’re the good guys. We keep our promises. We’re always transparent about what we can – and can’t – deliver.
Professional.
We take our work seriously, and we’ve been doing it for a long time. Our business is built on strong financial experience. We know what our customers need.
Approachable.
We think in relationships built, not deals won. We’re enthusiastic about helping. As an SME ourselves, we know how our customers feel and we’re on this journey together.
OUR TONE OF VOICE
Our tone of voice is what we say and how we say it. The words we use and the way we use them. Talking in a clear and consistent voice helps us stand out. To customers and their strategic advisors. To introducers. And to the rest of our industry.
Our tone of voice is clear, considerate, and constructive.
We’re honest, but never blunt. We’re relatable, but never flippant. We’re knowledgeable, but never condescending. We always offer help and support.
OUR WRITING PRINCIPLES
Now that you understand what our tone of voice is, these writing principles explain how to use it.
No games. No tricks.
Our business is built on integrity. Customers come to us for honesty, clarity, and transparency. We use clear, concise language. We don’t hide details behind complex jargon. Or use creative license to distract and confuse.
Context matters.
We think before we speak. Who are we talking to? What do they know? How will this information impact them? This allows us to meet customers where they are. To explain, reassure, and educate without patronising, boring, or bewildering.
We show up.
We can’t always say yes. But we can always help. Even if that means explaining a no (or not yet), suggesting ways to improve an application, or recommending alternatives. We are consistent, dependable, a safe pair of hands. We are on this journey with our customers.
OUR PRINCIPLES IN ACTION
No games. No tricks.
Use short, simple sentences: Aim for 24 words or less. Split complex ideas into individual points. Don’t be afraid to start your next sentence with “and” or “but.”
Break your writing up: Keep paragraphs to a maximum of 4 sentences. Use bullet points to make information more digestible. Signpost with clear section headings.
Say what you mean: Avoid humour, idioms, metaphors, or marketing schtick. Use everyday language. If you must include jargon, define it.
Context matters.
First, ask who: Before writing anything, make sure you know who the content is intended for. Is it for a customer, strategic advisor or introducer? If a customer, are they a founder or CFO?
Then, ask what: What is their level of finance knowledge? This allows you to choose the right language. For example: you may need to explain a “personal guarantee” to a founder, but an introducer may find such an explanation to be a waste of their time.
Always, ask how: How will this information impact their day? Or, how will it make them feel? Consider a personal guarantee. A first-time founder may never have heard of one before – it may seem outlandish and terrifying. You’ll not only need to educate, but also reassure.
We show up.
Be consistent: Brand consistency builds trust. It helps customers recognise you instantly and know what to expect from you. It shows attention to detail and stability. Create a style guide to help everyone apply the same linguistic rules to every piece of writing. E.g. format for date/time/currency, use of Oxford commas, preferred case for headings, cash flow vs cashflow, UK vs US English
Be personal: Explain what customers can do with our solutions, instead of focussing only on product features and mechanics. Use “you” and “your” as much as possible. Use the active voice, and make your audience the subject. E.g. “Access 80% of your UK Innovation Grant up to 6 months sooner. Confidently meet your next milestone without having to worry about cash flow”.
Be helpful: Find ways to continue the conversation – even if our solution isn’t a good fit right now. Use phrases like “if anything changes, let us know” or “this could be a better fit if” or “have you considered trying”. Include helpful information e.g. contact details in all content, or point to further resources e.g. webpages, guides, FAQs.
A FEW PRACTICAL EXAMPLES
Example 1 - What we mean by “No games. No tricks.”
BEFORE:
Why is such a powerful word, it’s right up there with what if and, ironically, why not.
Why is the sky blue? Why are boxing rings square? Why must cereal either be a sugar overload or taste like a squirrel’s winter stash?
Okay, we gave up on the first two a while ago, mainly because we couldn’t build a business around them. But that cereal question, that one we just couldn’t shake off. After all, great-tasting, no-sugar, cereal, that’s breakfast’s holy grail right there.
In fact, we’ve spent years asking ourselves, why can’t breakfast cereal be healthy AND taste like it did back in the good ol’ days (the noughties, since you ask.)
And now, we can tell you. It can. Oh it so can.
Say hello to our range of healthy cereals, each one packed with good things to fuel your day, has zero sugar, and yet tastes the way great cereal should.
We’ve called it Surreal, because it shouldn’t work, but it does, brilliantly.
AFTER:
Our story starts with a gap in the market for cereal that was both nutritious and tasty.
At the time, the options were limited. You were forced to choose between cereal that was healthy but bland, or cereal that delivered on taste but contained far too much sugar.
We knew that we had to solve the problem.
So we launched Surreal: our range of healthy sugar-free cereals, packed with nutrients to fuel your day, that taste the way great cereal should.
Example 2 - Applying all three of our principles
BEFORE:
The main symptom of appendicitis is abdominal pain. Classically, this will present with a dull peri-umbilical pain that is poorly localised (from visceral peritoneum inflammation), but later migrates to the right iliac fossa, becoming localised and sharp (from parietal peritoneum inflammation). However, patients can present in a variety of ways, especially in children. Other associated symptoms include vomiting (typically after the pain, not preceding it), anorexia, or nausea. On examination, patients may demonstrate rebound tenderness and percussion tenderness over McBurney’s point.
AFTER:
Symptoms of appendicitis usually start with pain in the middle of your abdomen (tummy), around your belly button. After a few hours the pain usually moves to the lower right side of your abdomen, and gets worse.
Some people with appendicitis don’t have the usual pain symptoms. For example, you might have pain that's less severe, develops more slowly, or is in a different place. This can be more likely in young children.
Other symptoms of appendicitis can include:
Feeling sick
Being sick
Loss of appetite
If you have symptoms of appendicitis, a GP or hospital doctor will feel your abdomen to check for pain and swelling.
Do you think you might have appendicitis? Call 111 or get help from 111 online. Call 999 or find your nearest A&E.
Head to the Rocking Horse website to see this tone voice in action.