Verbal
Brand personality
This is who we are. What we would be like if we were a living, breathing person.
01
Inspiring - We’re inspiring, motivated to show it through action and innovation instead of just words.
02
Understanding - We’re understanding partners, ready to help face the challenge at every stage of the journey via product and service. And always from a place of empathy over authority.
03
Transparent - We’re transparent in the name of honesty and trustworthiness, but also for the value of shared knowledge.
04
Resource of expertise - We’re a resource of expertise, not just of what can be done, but how it can get done. Our wisdom is grounded in results over theory.
Tone of voice
Tone of voice is how our personality attributes—inspiring, understanding partners, transparent, resource of expertise—manifest themselves in language. It’s how we communicate—our unique style of writing and speaking. It’s the expression of our brand’s personality in language. We use this as an internal guide in creating any and all verbal elements.
Through our brand personality attributes we elicit an emotional response with the intention of inciting desired actions (e.g., a click or a scroll).
01
Because we’re inspiring, we’re optimistic and uplifting, but humble. Our expertise is steeped in experience and is always evolving.
02
Because we’re understanding partners, we’re always here to help, but in a way that’s collaborative versus authoritative.
03
Because we’re transparent, we’re always honest, open, and candid about the current state of trust, without being blunt or crass.
04
Because we’re a resource of expertise, we’re always a supportive teammate through thick and thin. And even though we are “experts,” we never rest on our laurels. We’re always evolving.
Messaging pillars
Everything we say and write ties back to at least one of our messaging pillars. They are an external reflection of our strategy and brand platform. These pillars are structures to help shape a consistent brand messaging strategy that specifically reflects OneTrust as an organization.
01
Actionable insights for better outcomes. Trust managed from a single, unified point of view.
Themes: Collaboration, unification, competitive advantage, clarity, corporate and societal impact
02
Built with expertise. Made for action. It’s a platform of knowledge, focused on action.
Themes: Teamwork, intelligence, humility, impact, opportunity
03
Partners who understand the journey. We walk beside you, not behind you.
Themes: Relationship-building, empathy, potential, working together, imagination
04
Trust generated through results. Big promises are fulfilled by many smaller accomplishments.
Themes: Proof over promises, impact, tangibility, consistency, progress
Verbal do’s and don’ts
While messaging is what we say and stand for, voice principles describe how we say it. Essentially, they are a deeper dive into our approved personality attributes.
To sound always approachable
Do this
- Sound aspirational, but realistic
- Show the roadmap, not just the destination
- Communicate topics in a clear and concise manner
Don't do this
- Make promises without proof
- Be too aspirational. Everything should feel within reach
- Use common language or cliches to communicate a benefit
To sound like authentic optimists
Do this
- Sound helpful and empathetic
- Be collaborative over authoritative
- Come off as the helper instead of the hero. Everything should be in the context of lifting others up
Don't do this
- Tell the audience what to do, or what they’re doing wrong
- Frame the solution as one-and-done. We’re teaching them how to fish
- Overdo the “we’re here for you” message, so it doesn’t feel patronizing
To sound honest and transparent
Do this
- Sound helpful and empathetic
- Be collaborative over authoritative
- Come off as the helper instead of the hero. Everything should be in the context of lifting others up
Don't do this
- Shy away from sharing lessons learned from past projects
- Sound too conversational. We’re human, but we’re also professionals
- Be so honest where you’re blunt or crass
To sound like a resource of expertise
Do this
- Empower partners for the long term
- Be as engaging as you are educational
- Showcase our skills with facts and proof
Don't do this
- Rest on our laurels
- Use language that comes off as arrogant or condescending
- Use filler language to dilute the core insight or message
Quick links
Know what you need? Here are some quick links to our most frequently needed assets.