MassMutual Brand Center | Tone of Voice

Live Mutual is not a tagline.

It's a call to action.

It's a philosophy.

It's a rallying cry.

It's a way of life.

It’s not just a phrase we use casually. It’s a brand ethos that underscores what we’ve always stood for, and marks that we’re recommitted to our founding values.

The meaning of Live Mutual shines through in the way we live, the many ways we support communities all over the country, and even in the way we work. It’s seen in our commitment to helping people and to always doing what’s right for our policyowners. While it may feel like a throwback to a bygone era, we are focused on keeping our commitments — not on making money.

Live Mutual is a rallying cry to change America’s perception of interdependence. In a society that would have us believe that reliance is a burden, we want to be the brand that recognizes that needing each other leads to a more fulfilling life.

Independence and accomplishment don’t bring happiness — Living Mutual does.

Tone of Voice and Messaging

All activity and communications that are coming from the MassMutual brand should adhere to the following tone guidelines. Consistency is important as we continue to build awareness and positive sentiment for MassMutual.

The best practices of each medium should be considered, and the following guidelines provide direction across formats. For any additional questions that aren’t answered in this document, please reach out to brandmanagement@MassMutual.com.

And because Live Mutual is not a “campaign” in the traditional sense, we have also provided guidance for when and how to use the line as it does not follow typical rules for taglines/lockups.

MassMutual brings out the best in people, inspiring them to consider how they relate to others and to see themselves as part of something bigger.

We inspire people to think about where they’ve come from, where they’re going, what they’ve been left, and what they will leave behind.

In this section, we’ll explain the essence of the MassMutual tone of voice and outline what it means in practical terms, including some examples of what to do and what not to do.

What we are

Inclusive and welcoming

Clear, transparent, and simple

Plainspoken

Sincere

Relatable and compelling

What we aren't

Judgmental, condescending or paternalistic

Complex or jargony

Overly dramatic or overly emotional

Overly sentimental

Cliché or conventional

TONE
Inclusive and Welcoming

While not all people will buy into our point of view or want to buy one of our policies, we are here for all Americans. We, as employees and representatives of MassMutual, should consider ourselves members of our brand, and we want people of all walks of life to feel the same sense of membership that we do.

WHAT THIS MEANS IN PRACTICAL TERMS
Stay away from language that feels paternalistic, condescending, or judgmental. We don’t tell people what to do but offer perspective that makes them confident about their decisions. Avoid clichéd imagery that feels as though it’s trying too hard to portray diversity.

DO USE LANGUAGE THAT IS WARM, ACCEPTING, AND EMPOWERING.

“Live proud to rely on others because it’s in our nature to need each other.”

“While the world would have us strive for independence, the truth is when we depend on one another, we aren’t just more secure — life is happier and more fulfilling.”

DON’T USE ARROGANT LANGUAGE.

“Those of us who have a better understanding of life recognize the value of relying on others.”

“The world may command independence, but we know better than that — because it is a factual certainty that security and fulfillment are benefits that may be obtained solely through mutual dependence.”

TONE
Clear, Transparent, and Simple

In reaching out to all Americans, including people who don’t have prior experience with our products, it is important to clearly explain our products and to be frank about the benefits and risks associated with them in terms that are simple and clear.

WHAT THIS MEANS IN PRACTICAL TERMS
It’s far easier for someone to trust you if they understand what you are saying. Be cautious when using industry terminology or jargon. As we invite more people into the category, we cannot assume this terminology is widely known and understood.

DO USE LANGUAGE ANYONE CAN UNDERSTAND.

“As a mutual company, we put the needs of our policyowners first and always share our profits with them.”

“Our commitment has always been to help people protect their families, support their communities, and help one another.”

DON’T RELY ON JARGON OR COMPLICATED PHRASES.

“Upon incurring financial gains, we ensure that profits are rebated to policyowners in the form of dividend distributions or reduced future premiums.”

“Since the inception of our company, we have invariably demonstrated our commitment to ensuring the financial stability and well-being of families and communities.”

TONE
Plainspoken

The truth doesn’t need to be dressed up — we know that we’re in a serious business, but there is no need to add extra drama. We want people to feel like they are prepared with and confident in our partnership, so the language we use is accessible and colloquial yet delivered with a poetic charm that elevates it above the everyday.

WHAT THIS MEANS IN PRACTICAL TERMS
Do not use language that feels heavy or dire, and avoid phrases that glorify self-sacrifice. Plainspoken copy can still have personality and even a sense of humor, but avoid anything that’s jokey or cute.

DO USE SIMPLE AND MEMORABLE LANGUAGE.

“Together always was, and always will be, a better way.”

“Our happiness is gained through others, and that’s worth protecting.”

DON’T BE DRAMATIC OR OVERLY COMPLICATED.

“Living for others is the only thing that makes your life worth living at all.”

“You should be willing to do literally anything for the people who bring joy into your life, so remember that when it’s time to buy insurance.”

TONE
Sincere

We speak with the confidence that comes from always keeping our commitments. We understand that life insurance is a very personal and very profound decision, and we don’t pressure people into sales.

WHAT THIS MEANS IN PRACTICAL TERMS
Skip the guilt trips because we don’t want to do anything that makes someone feel pressured or manipulated. Employ restraint with use of overly emotional appeals — we’re not Hallmark!

DO BE CLEAR, HONEST, AND HELPFUL.

“Learn how you can help protect the people who count on you, and secure the future you’re building together.”

“Our happiness is gained through others, and that’s worth protecting.”

DON’T THREATEN, GUILT, OR DO THE 'HARD SELL.'

“Learn how to protect the people who rely on you because imagine what would happen to them if anything bad ever happened to you.”

“You should be willing to do literally anything for the people you care for, so buy life insurance today.”

TONE
Relatable and Compelling

We strive to portray small and relatable moments that are universal and therefore make you feel part of the larger human experience. In using these everyday scenarios, we can create moments of revelation that help people look at common happenings in new and surprising ways. Rather than tell others what to think about these life moments, we present them in ways that let people draw their own conclusions.

WHAT THIS MEANS IN PRACTICAL TERMS
The moments we portray can be experienced in intimate settings (e.g., baking with the kids), public spaces, and in various types of human connections.

DO GENTLY GUIDE THE READER TO RECOGNIZE A POINT.

“If it feels so good to be relied on, why are we so hesitant to give others that same feeling?”

“As we gather together to celebrate this Fourth of July, let’s celebrate the interdependence that made our independence possible.”

DON’T PREACH OR BELABOR A POINT.

“Relying on others is the best way to live life, so if you want any chance of being happy you should rely on others.”

“Obviously, America wasn’t founded by just one person. It took so many people working together. So while you’re busy enjoying yourself at a BBQ this Fourth of July, just be thankful for the mutual effort that gave our country its freedom.”

BRAND PROMISE

Help More Americans Rely on One Another

We are constantly faced with a choice in life: to go it alone or rely on the people around us. Society would have us believe that independence is the only way forward and the ultimate sign of success.

However, we believe it’s important to remind people that our interdependence is our greatest gift — that the times when we count on others and others count on us are the most important moments in life.

This mutual way of living has always been at the core of our human existence. It’s not a concept we invented at MassMutual, but it’s one that we champion for the simple reason that people take it for granted today.

Because our members usually buy life insurance or plan for retirement with others in mind, we want to remind more Americans that when we depend on one another we aren’t just more secure, but life is happier and more fulfilling. We’re proud to help our members keep their promises, protect their families, and support their communities. And, we’re building on that foundation each and every day as we help Americans achieve financial well-being and inspire them to Live Mutual.