The majority of brands communicate with their visitors and customers in a tone of talking about themselves. Yet most of the time, people prefer when you talk about them instead of yourself or your brand.
When talking about who, communicate and write more about your visitor, partner or customer and not really so much about yourself. Let there be high contrast, especially on the primary level (first and impact pages, first talks, first meetings).
Let the visitors have priority. Emphasize what you can do for them, not who you are and what your ability is.
Try to minimize words such as I, me, my, mine, we, our, and ours as well as modify the communication tone, where words such as you, your, and yours could be included.
You can talk about yourself on an “About” page or when a customer asks about you.