What is your company's Voice?

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Zach Holman talks about a company's Voice - specifically bringing up Apple's (which is brilliant in its simplicity and consistency).
Apple commands their words exceedingly well. They aren’t the originator — or even the owner — of their particular voice, but they are the most visible.
Mechanically, The Apple Voice is characterized by short, declarative sentences that are informally and personally delivered to you with a hint of smugness.
Our most amazing iPhone yet. 10,000 songs in your pocket. We think you’ll like it.
For Apple, this voicing evokes two feelings:
  • Accessibility. Formal tones feel heavier and more complex. The informal tone emits a feeling of simplicity, of fewer barriers to entry. Apple wants their products to be simple.
  • Quality. Smugness is always a gamble — and you can lose that gamble — but when executed well it can set your product’s quality apart from the rest. Apple wants their products to be high quality.
As a consumer company, those feelings are appropriate for Apple. The Apple Voice is a far cry from Oracle’s voice or Kaiser Permanente’s voice, which both target very different markets.
Its a great article - go read it, then ask yourself the obvious question - whats your Voice?

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