Your organization can write in all lowercase, but then it looks like a kindergartener. They’re cute and all, but people are looking to trust something with more maturity.
Your organization can write in all caps, but then it looks like it’s shouting. Like you’re angry. People are put off by angry shouters. It might come across as enthusiasm at first, but eventually it just starts to hurt their ears.
Leaders begin things — New sentences…
Leaders name important things — Proper Nouns.
Leaders speak in memorable shorthand — KISS (Keep It Simple, Stupid)
Leaders get excited at important moments — GREAT JOB!!!
Realizing that most of the sentence is not about you is key. Most of the sentence is lowercase, written by everyone else on your team. Let them write. In the end, you’ll have a beautiful piece of something to communicate to the world.