Businesses obsess over their visual brands. They spend hours debating the typeface selection, but give no thought to the words.

In most cases, a company will assign the first wave of written communication to someone internal who’s “good at writing”. This is usually an English major, who knows a lot about spelling and grammar, but knows nothing about how to bring a brand’s voice to life. This means the company’s first website, press release and product guide are a collage of this poor staffer’s voice, what they think the company is and arbitrary edits made during the revision process