How to build brand trust with the right tone of voice

Every creative professional or brand comes to us with the question, “How do I make my brand stand out?”, and the answer is often something many people overlook or deem unimportant – it’s your tone of voice! This refers to what you say, but most importantly, how you say it. This blog will break down what tone of voice is, why it’s key to building brand trust, and how to create one that speaks to your audience.

First, what does “Tone of Voice” in branding mean?

We like to refer to it as the style and personality of your brand’s communication. It’s how your everyday customer perceives you—and yes, it certainly goes beyond just words. A consistent and defined tone of voice can create an emotional connection that will make your brand relatable and trustworthy. It helps your messages hit home with your audience and makes them feel heard and valued. When your customers feel this connection, they are more likely to trust and engage with your brand. This emotional resonance is key in today’s crowded digital market.

Why does it matter for brand trust?

It is no secret that client trust is the foundation for any successful digital business, and tone of voice is the foundation upon which meaningful relationships with your clients are built. When your messaging is consistent and authentic, your customers or clients begin to rely on you, visitors to your website become returning clients, and over time, that loyalty grows. Now, because consistency in communication is built on reliability, maintaining the same tone across all platforms helps you reinforce your brand identity. Customers know what to expect from you, and that consistency makes it easier for them to form a connection.

This is precisely what Mailchimp does. Their easygoing, approachable tone makes complex marketing tools feel accessible and easy to use. That kind of approach builds trust among small business owners and encourages ongoing engagement.

How do I create a tone of voice that speaks to my audience?

All it takes are 3 easy steps:

Define your brand’s personality: To achieve this, start by determining your core values, mission, and audience. Ask yourself these questions: What does my brand stand for? Who am I trying to reach? What emotions do I want them to feel when they interact with my brand? Once you answer these genuinely, your brand’s personality is already in good shape. Then, you can use frameworks to define your tone of voice. Friendly like Then, you can use frameworks to define your tone of voice. Friendly like Innocent Drinks? Empowering like Nike? Or clever like Spotify? This will guide your messaging and help you connect with your audience on a deeper level. Brand archetypes can further refine your personality. Are you the caregiver, the explorer, or the creator? Identifying your archetype can help align your tone with your brand's mission and audience expectations.

Develop brand voice guidelines: Developing voice guidelines is the next step. Create a tone of voice chart that outlines dos and don'ts for your brand communication. Include specific examples that show how to communicate in your brand's tone, however, different channels may require slight variations in tone. This chart will be a practical reference for your team.

For example:

Ensure team alignment: Share your tone of voice guidelines throughout your organisation. Everyone should understand and be conversant with the brand voice. That means marketing, customer service and everyone in between. This is necessary for maintaining consistency in all communications. Training your team on consistency is just as important. Provide examples and role-playing exercises to encourage a deeper understanding of how to maintain that voice. Tools or standard templates are advisable in managing tone of voice standards as they make it easier for your team to stay consistent and aligned with your identity.

Bonus tip: Take time to analyse your competitors’ voices. See how they talk to their audience and note what works and what doesn’t. This will help you find your tone and stand out while appealing to the same market.

Build a voice people trust

Now you know a well-defined tone of voice is vital for building trust with your audience. It shapes how customers perceive your brand and helps form lasting relationships. At Veilworx, we offer resources and templates to help you do this.

Try our tone of voice guide. Get started today and watch your brand become the trusted partner for your audience!