Your tone can help you combat that struggle. The answer is having a personality.

According to one of Chubbies’ four founders, Tom, they thought, “Everything’s a little too serious in men’s fashion.” To stand out and attract people to their brand, he says, “We wrote our emails like we were writing to our friends.”

In a podcast interview by Smart Passive Income, he advised organizations to think about their own brand as a unique person.

“Think about it like a person with a personality. More often than not, that personality is going to be yours—as the business owner, as the person who’s going to be writing or creating this content. Write about the things you care about, write about the things that have an emotional connection with you, and that’s where you’ll start to find kernels. We were not knocking it out of the park every time we wrote but because we were passionate about it, it enabled us to keep testing and keep driving.”