# Trusted Shops Brand Voice

> Professional, secure, and enabling: a reliable guide for the digital economy.

## Positioning
Trusted Shops is Europe's leading trust brand, providing a combination of trustmarks, buyer protection, and authentic feedback systems. It serves both individual shoppers seeking security and businesses looking to build credibility and legal compliance.

## Voice principles
*   **Authoritative:** Uses declarative statements to establish leadership and expertise in security.
*   **Enabling:** Focuses on what the user can achieve (success, orientation, security) rather than just technical features.
*   **Transparent:** Uses clear, plain language to describe complex topics like legal compliance and data.
*   **Human-centric:** Connects digital security to real-world outcomes like "success stories" and "kindness."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and mission-driven: focuses on the core value of trust. |
| Product/Solutions | Functional and benefit-oriented: explains how tools solve specific business needs. |
| Recruitment/Culture | Warm and values-based: emphasizes respect, kindness, and passion. |
| Error/Support | Direct and helpful: provides clear instructions for reporting issues. |

## Lexicon
- **Use:** Enable, authentic, orientation, real security, digital trust, trustmark, buyer protection, fully-fledged, success stories.
- **Avoid:** Not evident from captured copy (likely avoids slang, hype-heavy marketing jargon, or aggressive sales tactics).

## Messaging do's and don'ts
*   **Do:** Use the word "Trust" as a noun, verb, and driver of success.
*   **Do:** Group services into clear categories (Personal, Business, Enterprise).
*   **Do:** Highlight the European leadership and scale (30,000+ companies).
*   **Don't:** Use overly technical jargon when describing security; keep it focused on the feeling of being "carefree."
*   **Don't:** Passive phrasing; use active verbs like "Manage," "Analyse," and "Market."
*   **Don't:** Forget the human element in the digital space.

## Evidence
- "It’s all about trust"
- "We enable digital trust"
- "Trust writes success stories"
- "Knowing your business is legally compliant"
- "People can move carefree in the digital environment"
- "We aren’t just committed to trust, we live for it."