Branding is in the details

Branding is a big subject, covering how you use your logo through to how you give a presentation. But did you know that the words you use in documents, on websites and in presentations also form part of your brand?

For instance, if your brand is to be young and funky, you don’t want web copy that reads “In our experience, prospective partnerships are best developed through a commonality of interests…”

Some factors to consider to ensure your written communications enhance your brand are:

• using language to suit the audience you want to attract
• use Australian spelling and conventions if your brand is ‘Australian owned’
• point of view – do you say ‘you’ or ‘clients’?
• how do you write the business name? Can you abbreviate it under certain circumstances?
• the tone – casual, formal, academic, legal
• the focus – business people, families, students, employers, professionals, etc

This can all come into preparing a style guide, too.