How to Carry Your Brand Over to Your Communication Tools

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People often think that they’re great communicators, when in truth, they’re not as skilled as they assume. Failing to listen, ignoring nonverbal signs and speaking unclearly can all create communication barriers. In writing, a couple of important communication elements are removed, which can make it even more difficult to actually say what you mean to say. It’s important to effectively communicate your brand through the various tools you use, like a professional bio or a weekly newsletter.

Tips for Creating Any Text Document

When creating any kind of document, keep these five pointers in mind:

1. Use the same sayings, tag lines, phrases and mission statement to create consistency. Soon, your audience will begin recognizing these expressions as unique to your business.

2. To build reliability in the overall message without repeating the same words over and over, browse a thesaurus to find words with the same meaning. You’ll convey the right idea without being boring and repetitive.

3. Showcase how what you’re offering will provide solutions to your target audience to solve or answer whatever problem or question they have.

4. Don’t clog up text with messages that aren’t actually important to supporting and promoting your brand. If the content is too dense, you’ll lose your readers’ attention.

5. Always use the same attributes, like font, colors, logo and images.

Creating a Bio

Certain brands benefit from having a spokesperson who’s front-and-center. This can be the head of a Fortune 500 company or the owner of a small business – some companies just do better when there’s a relatable human who’s the face of the operation. That person will need an engaging bio that still manages to get across the business’ brand and focus. Follow these three tips when writing a bio:

1. Don’t be afraid to express who you are. It’s not unprofessional to personally relate to your target audience, especially in today’s world of social media marketing.

2. Confirm your professional and educational experience and qualifications. People want to know that an expert is behind the scenes.

3. Professional achievements aren’t the only ones worth mentioning. You can also talk about community service you’ve performed, military duty and even interesting, relevant successes in your family life.

Writing Articles to Reach a Wider Audience

Articles are a great way to showcase your expertise, particularly if you have solid writing skills. If you don’t, consider hiring a professional who can write an article for you and sell you the rights, which means you’ll be able to publish the piece under your own name. By writing articles, you’ll start to cement yourself as someone who’s not just an expert in your field, but who’s also involved in your industry. Write for local newspapers and magazines, as well as content websites with a strong community, like

Reach out to companies that are similar to your own and ask if you can write a guest blog post or newsletter. It’s best to not choose a company that you’re in direct competition with. Instead, contact businesses that share your audience without being in your exact field. For example, if you run a hair salon, you can contact spas or makeup artists – everyone’s audience will include women who are interested in beautifying themselves, but you won’t be going head-to-head without another hairdresser.

When deciding what to write, choose topics that truly demonstrate your experience and proficiency. Also, write about what you find interesting. Think about the aspects of your job that you like to talk about outside of work hours. These are most likely the same topics that you’ll be able to write well about and that your audience will find interesting.


Andrew Ewing

Andrew Ewing is a professional blogger that shares tips and advice about franchising topics. He writes for, a leading franchise directory. 

Reader Interactions


  1. Jeremy says

    These are great tips, Andrew! “It’s not unprofessional to personally relate to your target audience”, you’re absolutely right. In fact, it is more preferred. You need to engage your audience with interesting posts and build rapport/personal connection with them and it is best done through sharing something personal about you/your company via social media.

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