Abbreviations provide good examples of such conventions typical in the world of technical writing. Different audiences can use the same abbreviation to communicate different ideas. For example, Internet marketers see SEM as search engine marketing, but engineers and materials scientists recognize SEM as scanning electron microscopy. That’s why more effective writers tend to understand their audiences.
The abbreviation MS (or ms, both of which abbreviate manuscript) as well as the plural MSS (or mss) provide another good example. If your audience understands the convention (MS = manuscript), then using it will effectively communicate your message. If not, then using it will leave your audience to decipher the meaning from context, which doesn’t always happen. When it comes to abbreviations, when in doubt, leave it out.
So don’t mess with MS or other abbreviations if your audience does not know and accept the convention. Approach your audience on their terms, not yours. Doing so will help you produce more effective writing. And that will make a more effective presentation of both you and your brands.