What is your company's Voice?
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, thos...