The Apple Voice

I snapped this quote while reading Zach Holman's blog:

Maintaining a standard voicing is hard for even one person. As your company grows, though, it becomes exponentially more difficult to maintain a consistent voice as each person contributing to your copy dilutes your initial vision.

The best example of consistency done right is that of Apple; Zach calls this The Apple Voice, and highlights a few examples of other startups who emulated this tone with a few tweaks of their own.

That's the punchline: don't be afraid to copy your references. Keep in mind, everything is a remix. Just make sure you're not confused with the next DJ.