One of the hardest things to do in marketing is to say a lot with a little. It’s the real trick of branding. Empty words are like empty calories – they just take up space and make you look puffy. Boil it down to its essence and then push it out there in as many places as you can.
Do your best to stay away from language that just about anyone could use with the same drab, meaningless tone. Above all, don’t be afraid to be uniquely you. If you’re quirky and you know it, be quirky. It has much more brand power than being a clone.