I have a wonderful client in Chilliwack Community Services. In many ways it’s a perfect partnership, because I understand and am passionate about what they do, and they see the results of that in the writing I do for them. The passion I feel for their work drives my writing, which means I can get to an emotional connection with the reader quickly and with fewer rewrites.

This understanding and passion for their organization was sparked when I worked with them building their brand strategy. A brand strategy is a self-discovery process, helped by an objective facilitator, which uncovers what an organization does, who they do it for, and why it’s important—for both employees and “customers.”

If your company has gone through a similar process, make sure anyone involved in writing for your company has the outcome of a branding process in front of them—usually in the shape of a brand handbook or guide. Every time that person sits down to write, the first step is to reread the brand guide.