For instance, if your brand is to be young and funky, you don’t want webcopy 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.