Companies lavish great sums on ads, branding and websites. But they give less thought to the everyday writing they create. I’m not talking about copywriting in adverts. That’s poetry. I’m talking about prose. The humdrum stuff of daily business life: press releases, contracts, marketing collateral, website content and the rest.
I believe that writing is a fundamental part of a brand. Finding a corporate voice and using it consistently adds weight and distinctiveness to a brand. Companies that neglect their writing risk short-changing their brand.
via Writing as branding.