The visual identity is just one component of a successful brand; the tone and “voice” of our words is another.
Who are you writing for?
We all change our conversational styles when talking to different people—you’d speak differently in a job interview than you would going out with friends. It’s the same with writing.
Editorial Style Guide
Capitalization, hyphenation, comma usage, and more—your many questions are answered here. The UC Santa Cruz Editorial Style Guide provides a set of rules for clear and consistent communication.
Boilerplate
The small print: ready-to-use language (“boilerplate”) for a range of purposes.