Article Writing and Branding: Best Practices When Discussing a Brand

Follow These Guidelines to Deliver Brand-Specific Content!

Do you write product reviews or discuss brands in your articles? If you do, it’s key the content is EXCLUSIVE to the brand that’s mentioned.


If a person searches for information about a certain brand and they come across generic content that could apply to multiple brands, the reader is left with a poor experience. For the author, it means they won’t find value in your content or click through to your link.

For that reason, it’s crucial your content is high quality, informative and specific to all brands that are discussed.

First, keep these facts in mind before naming a brand in your article.

DON’T: Write anything negative toward any brand or company.

DON’T: Mention brands in articles on in which you have an affiliation or vested interest. This is considered promotional. Refer to our Editorial Guidelines on promotional content here.

DO: Maintain proper brand spelling and capitalization.

DO: Use generic terms when you’re not specifically referring to the brand. In other words, don’t use trademarked terms in place of a generic term unless it’s important to the meaning of your writing. For example:

  • Write: “photo editor” instead of “Photoshop”
  • Write: “tissue” instead of “Kleenex”
  • Write: “permanent marker” instead of “Sharpie”
  • Write: “bleach” instead of “Clorox”
  • Write: “smartphone” instead of “iPhone”

In the instances when you DO want to intentionally refer to a brand name (for the sake of a product review or other reasons), take a moment to look over your content and ensure it provides enough value that’s specifically related to the product you’re discussing.

What are Ways to Ensure Your Content is Brand-Specific?

  1. Include details about related models under the brand.
  2. Share what sets it apart from others.
  3. Shed light on the history.
  4. Discuss certain components or features.
  5. Share how it has evolved over time.
  6. Introduce accessories that can be used.
  7. Discuss the benefits of using it.
  8. Share fun or interesting facts.
  9. Tell a story of its success.
  10. Explore the future of the brand.

Are you still not sure if your article has enough brand-specific content?

Ask Yourself These 3 Questions:

  1. Could the brand name be removed without affecting the article meaning?
  2. Could the brand name be replaced with a different product name and have the same meaning?
  3. Are there only a few details unique to the brand?

If you answered “yes” or “maybe” to any of these questions, it’s in your best interest to either remove the brand mention(s) or add more exclusive information to the brand that’s discussed.

Keep in mind, your article needs to be legitimately specific and shouldn’t read as if the details were stuffed in for the article to pass review. For more information on how to deliver genuine value that isn’t thin in nature, we suggest this blog post.

Bottom Line:

Ensure your articles are exclusive to any products named in your content and you’ll develop more trust with your readers. In all regards, quality content is crucial to success in article writing. We can’t say it enough!

For more information on how to write a product review, we suggest reading, ‘Make Your Next Article a Great Review.’

Do you write about brands? What is your advice to others? Share in the comments below!



Tourisme writes:

Thank you for this very important article about branding

Comment provided March 3, 2015 at 4:00 PM


josephine writes:

Yes, It is really an enough explanation about article writing about brand.

Thank you so mush for sharing this article .

Comment provided March 4, 2015 at 5:26 AM


love spells writes:

Seems what use to be industry protected knowledge back in the day is now available for everyone these days! So much for having one up on someone without a degree and experience. Watch out senior designers, the competition just increased ten fold!!!

Comment provided March 6, 2015 at 12:03 AM


Brandshastra writes:

Excellent article. I am just looking for such information. As content writer its always a question for me, how to write brand specific articles without mentioning brands. Thank you very much for detail information.

Comment provided March 10, 2015 at 1:38 AM


John writes:

Good tips, thanks. :)

Comment provided March 12, 2015 at 2:29 AM


Rakesh writes:

Great Tips, Thanks a lot;)

Comment provided March 13, 2015 at 7:28 AM



Thanks for highlighting the editorial guidelines when writing a brand-specific article.

Comment provided March 15, 2015 at 8:40 AM


Jannse writes:

thank you for explain about branding article, interesting

Comment provided March 17, 2015 at 10:03 PM


wendy writes:

Wow nice thank you for sharing actually your article is really useful for everyone keep it up :D

Comment provided March 18, 2015 at 4:21 AM


Dita writes:

These are great tips. I had to chuckle when you discussed the use of generic terms. I wouldn’t normally for all of them except iPad. Interesting how certain generic terms become a part of our vocabulary and we are not even aware that we are using them. Thank you

Comment provided March 25, 2015 at 11:00 PM


You’re very welcome, Dita!

In all reality, the list is endless when it comes to trademarked terms that people use in place of a generic term. You’re correct, many times we don’t even realize we’re doing it!


Jamar Watkins writes:

I’ll be looking out for more better practices, so I can have the best articles possible. Thank you for sharing.

Comment provided March 26, 2015 at 7:22 AM


Sankar Sanaka writes:

If we write every thing positively about the brand, what is the use? People generally search to find any faults in the brand before they buy / use.

Comment provided March 28, 2015 at 5:48 AM


Hi Sankar,

For the purpose of content on EzineArticles, we ask that authors don’t write content that’s overly negative to specific brands. Instead, we suggest focusing on the general issue rather than naming the company or brand. We do allow product reviews, and naturally, there may be negative qualities. However, in that case, we ask that writers keep the content professional, non-biased, and not excessively negative. Essentially, isn’t the type of website to feature product reviews or content that aims to point out faults of particular brands. I hope this helps clarify!



Papa writes:

Hmm Thanks for this great idea about branding.

Comment provided May 8, 2015 at 2:03 AM


Yogesh Sarade writes:

Thank you sir for this article. Some great tips will surely help us to create content for our website or client and to improve the brand position.

Comment provided June 1, 2015 at 1:17 AM


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