Your Email; Your Brand

Whether you’re undertaking your first sales pitch, or you have an ongoing dialogue, the way you write will shape your image.

When you’re writing an email, business or otherwise, every aspect of your writing from your tone to your vocabulary is not only a reflection on your personal brand, but it’s an expression of the professional brand that you represent. Whether you’re undertaking your first sales pitch, or you have an ongoing dialogue, the way you write will shape your image.

So enjoy these emailing tips and optimize your brand.

Your Pre-Defined Professional Self

However left-field it may seem, take a moment to mentally list the keywords that will navigate your brand. Depending on your personality, aspirations and the kind of company you’re acting for, it might include words like “professional, responsive, efficient” or it may take a different track: “fun, light-hearted, easygoing”. The important factor is not how you define yourself, but that you do define yourself, thereby avoiding others doing it for you. Once you have these guiding words, you’ll be able monitor and edit your own correspondence with a more discerning eye.

Choose Your Words Wisely

Your choice of words will shape the way you are perceived by the reader and influence the tone in which your email is read. An issue we encounter in our clients’ emails is that the choice of vocabulary simply doesn’t reflect their desired professional impression. Certainly, there is no need to exhaust the longest words in the dictionary in order to sound sophisticated, but it is best to employ the most appropriate language for the context, that articulately expresses your message. It’s good to have a quick peruse at an accessible thesaurus – even as a native English speaker and professional writer – the thesaurus is my best friend.

Watch Your Tone

If your vocabulary selection is yin, then your choice and use of tone is yang, and will serve to complete the way you brand yourself in your correspondence. To create a holistic and well-received piece of writing, yin and yang should strike a harmonious balance. For example, if you use high-level technical language to prove your qualifications and knowledge, balance this with a friendly tone that adds some color to your text and some warmth to the context. This will not only avoid alienating the reader with technical language, on the contrary, this move will utterly engage your reader. Tone really is one of the hardest things to convey, particularly when you’re not writing in your native tongue and there’s a likely a lack of cultural nuance – this is certainly the case for me when I write in Hebrew even though I’ve been living in Israel for nearly 14 years (you can take the girl out of Melbourne…).

Be Authentic and Write Authentically

When you’re conducting business or trying to expand your network, an email is never just an email – it is a tool for molding both your image and your company’s image, which you hope others will perceive. Writing your email with intention, precision and an eye for detail will assure that your desired brand – for you and the company you represent – is being projected.

Of course, is a click away to help make sure that your emails put your best self forward.

By Ronit Zimmer, first published on July 25, 2016 on