Give a different colour to text that's part of a larger amount of text.
If you want to highlight specific words or phrases, you can use a different colour from the default text colour. This gives you a chance to use brand colours. It also doesn't take up any extra space, unlike some other text-highlighting methods.
The colour you choose for the highlighted text needs to have good contrast with the background colour, for accessibility reasons.
Coloured text might interfere with whatever style you use for links in text. Users might be confused and try to interact with the text, especially if it's a colour that's associated with links, like blue or purple.
