Would you believe a stranger? How Tone of Voice builds trust
In the vast world of brands and marketing, it’s easy to overlook one powerful truth: brands, much like people, have their own ways of talking. Just as you might feel more inclined to trust a stranger with a warm smile over someone with a blank stare, a brand's tone of voice can be the difference between someone engaging with your message or scrolling right past. But here’s the catch, there’s no “right” tone of voice. Instead, what matters is that the brand’s tone feels authentic, is consistent, and aligns with the overall experience the brand promises.
Why it matters?
Defining a brand's tone of voice is like teaching a group of people to sing in perfect harmony.
It’s about setting the key, the tempo, and, most importantly, the vibe.
Tone of voice is the foundation of how a brand "talks," laying down the rules and quirks that shape every message and interaction. For us humans, it’s easy: our personality handle the job for us. But a brand doesn’t speak from a single mind; it’s a chorus of voices, from social media managers and copywriters to sales associates and customer service reps. And let’s be honest: what makes perfect sense in the branding department can sometimes sound like noise in, say, accounting or IT. This complexity can easily create a fractured experience.
Picture this: a brand’s Twitter account is witty and approachable, but when you call customer service, you’re met with robotic, corporate jargon. This misalignment can erode trust, and suddenly, a brand feels about as reliable as an on-and-off-again friend. To avoid this, brands establish a tone of voice that everyone can follow; a kind of brand “language bible” to keep a brand's voice on pitch. Whether you’re scrolling through Instagram or speaking to someone in store, you’re getting the same character, attitude, and trustworthiness.
What is Verbal Identity?
This is where Verbal Identity comes into play. Think of Verbal Identity as a set of strategic language tools that gives a brand’s voice structure. When properly implemented, it amplifies consistency, memorability, and differentiation.
Two are the main tools of verbal identity:
Tone of Voice, how a brand speaks: the style, the personality, the mood that colors every word. This tool is all about creating the brand's persona, whether it's playful, authoritative, quirky, or straightforward. The brand’s tone needs to be distinctive and recognizable, like that friend you can recognize from across the room by their laugh alone. A good tone of voice should build an emotional bridge between the brand and its audience.
Compare Apple and IKEA. Apple’s tone is sleek, aspirational, yet human. Every sentence feels like a quiet, confident nod. IKEA, on the other hand, is approachable, a little quirky, and friendly; it speaks as if it’s inviting you over for Swedish meatballs and some DIY furniture assembly.
Brand Messaging, what a brand says. It’s the core ideas that resonate throughout all communications, giving a brand substance and a sense of direction. Messaging speaks to the heart of the brand’s purpose and values—while the words may change from ad to ad, the underlying messages stays the same.
Consider Nike. Whether in ads, social media, or in-store displays, Nike’s messaging centers around the concept of “Just Do It”. A call to action that’s about empowerment and pushing beyond limits. The specific wording might change, but the sentiment remains.
A consistent, authentic tone with clear message create a sense of reliability and build trust. Over time, these verbal cues shape how people feel about the brand—and let’s face it, people remember how you make them feel more than anything you say.
Bringing It All Together
Let’s take a hypothetical brand to illustrate this: “WanderFuel”, a sustainable energy drink for adventurers. WanderFuel wants to sound energetic and inspiring without being preachy or over-the-top. So, it decides on a tone that’s upbeat, adventurous, and lightly humorous, with messaging around “sustainable energy for sustainable adventures.” For example:
Social Media Tone: WanderFuel uses engaging, concise captions that reflect its enthusiasm for the outdoors. “Fuel up, get out there, and let the adventure flow. 🌍💪”
Website Copy: The brand’s tone carries over here with welcoming, exploratory language: “Welcome to WanderFuel, where we believe that every adventure deserves a boost — and our planet deserves a break.”
Customer Service: When handling customer inquiries, reps are encouraged to sound friendly, relatable, and encouraging. “Hey there! How can I help you on your journey?”
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Conclusion: Finding Your Brand’s Voice
Establishing a cohesive tone of voice and brand messaging isn’t just a communication exercise: it’s a strategic advantage.
It creates an authentic connection, builds trust, and provides the clarity and consistency that today’s consumers crave. When brands can walk the talk consumers feel like they’re dealing with a friend, not a faceless company. In the end, a well-defined tone of voice and clear messaging turn a brand from a stranger into a trusted companion.
And in branding, just like in life, trust is the ultimate currency.