It’s a fundamental question of both marketing and geek, and it’s not getting any easier to answer. If anything, we’re on a technological overload right now. You and I can connect on a multitude of levels: We can be [>>]]]> Does technology serve as the means for new relationships, or do new relationships generate the need for more technology?

It’s a fundamental question of both marketing and geek, and it’s not getting any easier to answer. If anything, we’re on a technological overload right now. You and I can connect on a multitude of levels: We can be friends on social platforms; we can send each other files through a variety of protocols and interfaces; we can share links, thoughts, pictures, online achievements, and resumes; we can support each other’s needs through an established, updated corporate presence.

In short, we can talk in many different ways.

That’s what makes the hubbub surrounding the launch of Apple’s iPad device so interesting, and I mean that in the nebulous way one can use the word. It’s a neat product. But here’s the thing—tablet PCs have existed for quite some time. Apple’s iPhone and iPod Touch devices are a little different from the norm, but their oversized bigger brother isn’t as groundbreaking for its technology as it is for its potential. And I’m not even talking about the hardware itself: To paraphrase the famous line from Frank Herbert’s Dune,  the store—like the spice—is the key.

It’s Not Just Books

Think about it.  All Apple needs to do is open up the App Store to e-book-like creations of all kinds, regardless of the strength or size of the supplier. It needs to allow a publisher—amateur or otherwise—to be able to deliver content in an easily digestible, highly customizable, potentially updatable fashion. I won’t bore you with the technical details, but I envision a future where a consumer would be able to buy inexpensive access to an HTML5 and JavaScript-based “book” of sorts, a combination of text, multimedia, and whiz-bang that can be updated by the supplier without Apple’s direct involvement.

And who would sign on to make these books?  In short, anyone—anyone and everyone. But I’m not so much interested in a future of the “David Murphy’s Guide to Life” novels as I am intrigued by the potential of a widely used, accessible digital platform for corporate America. Think about it: Instead of print manuals to accompany products, a company could include a link to a discounted (or free) version of a digital user’s guide. No longer would customers be faced with a droll manual that lists out the features of their favorite products or devices in a painstakingly boring fashion. A branded e-book could serve as a much better how-to guide and introduction for a product’s features. Videos and interaction could accompany designed text to create a presentation, not just a product manual.

Cementing the Relationship

Of course, the implications this could have  on the actual relationship between a brand and its loyal customers is, in a word, staggering. Print manuals are one-shot items. They’re costly. They can’t be changed once they’re put into place. They’re bound by the dimensions of the packaging and, if not done well, can be as helpful to educate a customer as  it is to give them the product and say, “here you go!”  Nor can you personalize a product manual based on one’s interests, desired color patterns, or technical abilities.

Digital e-books as manuals present a wave of possibilities, the least of which being that they’re roughly 3.5 thousand times more portable than carrying around a stack of manuals or stuffing papers in the glove compartment of a car. Something happen with one of your headlights? Pull out your iPad and look up the accompanying text, infographics, and video to figure out what to do. Rate the solution on its effectiveness by touching your finger to the screen or, better yet, ask for help from a connected forum of users, experts, or representatives from the manufacturer itself.

So, why Apple? Is every consumer in the world going to go out and pick up an iPad on launch day? No. But Apple has the clout, the mystique, and the App Store powerhouse to really make a lot of push in the handheld market—or the oversize handheld market, mind you. It would take some negotiation and a willingness to do things differently, but it would be awesome to watch a device manufacturer really turn the notion of customer service on its head via digital distribution of help products. Would you pay an extra $5 for such a slick, comprehensive, updated guide to your product?  I would.

The airline also has a differentiator that is less concrete, but equally powerful–style.

Virgin America’s site looks [>>]]]> Virgin America has a lot going for it in terms of differentiation from other airlines. Personalized entertainment systems and power outlets at each seat, generous legroom, tinted windows, leather upholstery. . . and mood lighting! And all at affordable rates.

The airline also has a differentiator that is less concrete, but equally powerful–style.

Virgin America’s site looks and functions more like a microsite of its parent, Virgin Atlantic. But that’s OK. It includes everything it needs to carry over the same branding established by Virgin, and nothing more. In fact, it’s the perfect balance of functionality and flash. And while the site is light on copy, the brand voice still comes through loud and clear.

BRAVO

The Virgin America site does a great job of communicating the values of its parent company–style and fun with a bit of cheek–through its use of voice, tone, and visual imagery.

Much of the site includes a lot of white space. But rather than being spare, it makes room for the tone and imagery to pop. For example, the home page is limited to a few functional options, like searching for flights or checking in, a rotating Flash banner front and center, and a few promotional items on the right side, like a sign-up button for the loyalty program.

This could be boring, but the short, punchy copy combined with the red and white color palette is exciting and keeps your eye moving around the page. It also makes it easy to find what you’re looking for because there’s no visual clutter, allowing the copy (and consequently, the brand voice) to stand out.

The copy throughout the site is equally limited and focused on providing information first, but also takes advantage of opportunities for a little fun. For example, the site refers to its customer service team as “Question Answerers.”

The visual imagery of the site is limited to stylish, well-lit photos of the plane’s interior amenities (that mood lighting sure is great!) and some entertaining Flash animation. The “Our Difference” page explains features of the custom-designed seating with an interactive diagram floating on slightly undulating little clouds. And the connectivity options are explained with an interactive game in which you connect the cords to their corresponding outlets.

TRY AGAIN

We really didn’t see much to fault in the site. The copy in the sidebar on the member rewards page could be a little more succinct, but nothing detracted from the customer experience.

The copy and the imagery focus on supporting the brand’s primary message: These are cool planes that are fun to ride in. The site is cute and not overly serious, but it still provides the information and functionality required to accomplish tasks with ease. Well done, Virgin.

Keep that same principle in mind when communicating with your audience. Certain tones will [>>]]]> “Don’t use that tone with me!” Did your mom ever say that to you? Mine sure did. Usually in response to a snarky comment about doing chores or homework. She wasn’t responding to what I said exactly, but how I said it.

Keep that same principle in mind when communicating with your audience. Certain tones will resonate with certain audiences. Figuring out which tone to use depends on knowing specifically who your audience is, and just as importantly, who your brand is. That’s where your brand voice comes in.

Many companies spend lots of time and money developing their brand’s visual identity, then fail to match that with an appropriate voice and tone. If you focus all of your effort on the visual aspects of your brand, you’re missing an opportunity to further connect with your audience, stand out in the marketplace, and bring your brand to life.

Similar, but Different

Voice and tone work in concert, but can be identified separately:

• Voice communicates your company personality; it’s who customers “hear” when they read you’re marketing or site copy.
• Tone communicates a company’s attitude toward the audience and subject matter.

While tone may vary based on context and subject matter, voice should be consistent across your marketing material and website. This is not to say that all copy on the website should sound exactly the same. But there should be a set of qualities that remain consistent and make your voice recognizable and distinct.

Identifying Brand Voice

Before working with tone, you must first establish your brand voice. Chances are, you already have a good idea of what that is, but maybe you just haven’t articulated it yet. What adjectives did you use while developing your brand’s visual identity? These may serve as a good starting point for identifying your brand voice.

If you focus all of your effort on the visual aspects of your brand, you’re missing an opportunity to further connect with your audience, stand out in the marketplace, and bring your brand to life.

If you don’t have a list of brand adjectives, begin building one. Brainstorm with colleagues or interview C-level executives. After developing a list of desirable adjectives, narrow it down to a handful of three to five key terms that accurately describe the brand personality you’re trying to present. Who is this person? What are they like? How do they express themselves?

For example, investment firm Goldman Sachs has a long history and focus on big-money, corporate transactions. The brand voice tends to be serious, refined, and dramatic. Note the formal “in which” construction in the following example:

Our goal is to help our clients realize their objectives, and to help shape the debate in every sector in which Goldman Sachs is involved.

If you were to translate the Goldman Sachs brand voice into a persona, this is clearly someone who takes himself or herself seriously. The objective point of view leaves no room for personalization—it’s all about the deal. This is an appropriate brand voice for Goldman Sach’s audience of corporate executives and high-end investors.

Now compare the following copy from the Washington Mutual website, targeted to a middle-class consumer and small business audience. Note the effect of the first-person point of view:

You’ll know it right away: We’re really not like other banks. We’re informal, friendly and fun. We take our customers’ money seriously, but not ourselves. We even call ourselves by a fun name that started out as a nickname years ago: WaMu. We’re the bank for everyday people.

WaMu’s brand value is based on its approachability and personalization. It speaks directly to its audience in a friendly, casual, disarming voice. WaMu is interested in making banking easy and fun and creating better lifestyles for its customers. The brand voice embodies those values.

Find what your audience cares about and how those qualities can be expressed through your brand. Once you identify some brand characteristics and develop a voice, you need to establish your brand’s point of view toward your audience. That’s where tone comes in.

Working with Tone

Tone in writing is expressed by word choice and sentence structure. For example, you may be a friendly, positive person by nature, but your choice of vocabulary, volume, and manner of speaking would alter significantly if you were talking to your company’s CEO or a grandparent, versus hanging out with your friends after work. You’d still be friendly and positive, but your tone would change depending on your relationship to the person you’re speaking to.

Knowing your audience and how it communicates is the first step. Establishing your brand’s relationship to its audience is the next. Is your brand a professional colleague or a trusted neighbor? A gossipy friend or an admired mentor? Identifying the context of your customer communications and relationships will help you find the right language.

Just as you might adjust your tone based on where you are and who you’re talking to, so should tone change based on the context of the communication. For example, Helio, a telecommunications and mobile device company, has a distinct, edgy, almost flip brand voice that is intended to resonate with a younger, connected, device-oriented audience. Those characteristics are expressed throughout the Helio website, but the tone of the voice varies based on what it’s trying to communicate. Take a look at this sample copy explaining Helio’s value proposition:

We started Helio because we were fed up, just like you. We were tired of disappointing devices. Frustrated by sub-standard service. And totally over being surprised by our bills every month. So we decided to fix it…and do mobile differently.

The point of this messaging is to differentiate Helio from other phone companies (which they claim not to be). It’s all about striking an emotional chord with the audience. No holds barred—it takes an aggressive stance and uses the same language that its audience uses.

Now compare the above to this copy from a section of the site explaining device features:

Don’t get tied to your desk. Or laptop, for that matter. Bring your email with you, and you’ll never miss a message. Helio gives you out-of-the-box email access to all the major webmail providers, or use your @helio.com account. And with full support for Microsoft® Exchange, you can get your work email too, without the stigma of a corporate crackberry.

The use of slang and the informal sentence construction still carry the brand voice, but the tone is notably softer, less edgy. This messaging prioritizes the information it’s providing over igniting an emotional response. Always keep context in mind when working with tone.

Developing brand voice and tone are tricky, but having a clear vision of your audience and your brand’s relationship to that audience is the key to getting it right.