How to Ensure a Consistent Brand Voice
Why your business needs an editorial style guide
No matter what the size of your business, if you’re publishing content of any kind then it’s important to have an editorial style guide.
Consistency across your social channels, in your marketing and on your website – in fact, in any part of your business that needs words – helps establish your brand and makes you more recognisable to customers. It’s a helpful tool for whoever is responsible for such tasks, too.
What is an editorial style guide?
An editorial style guide is a comprehensive set of guidelines that should be followed by anyone responsible for writing about your business. Its aim is to ensure consistent branding in everything from your media releases or email newsletter to your social posts and web content.
It includes information about your tone of voice – formal or informal, whether you refer to the company in the first or third person, for example. (If you need some pointers on defining your brand voice, take a look at this article by the Toptal team.) Your editorial style guide will also cover grammar conventions, including spelling and punctuation, any words that should be avoided, and how to write abbreviations.
How does an editorial style guide benefit my business?
Businesses establish their brand by being consistent and delivering key messages which, over time, build trust and credibility. They become more recognisable, standing out from the crowd and developing customer loyalty.
However, if more than one person is responsible for writing content, this can lead to a mix of voices, styles and tone. The messaging becomes inconsistent, the brand unrecognisable.
By establishing even a basic style guide, this can be avoided. It gives anyone writing content or marketing materials for your business clear rules to follow, enhancing your brand’s reputation in the eyes of your customers and the public.
What should be included in my editorial style guide?
To give yourself a head start, you might want to refer to an existing style guide, such as The Guardian and Observer. Take some time to research available guides, as it’s important to choose one that fits your brand and desired tone. It won’t cover all the individual needs of your business, but it’s a good foundation for your own editorial style guide.
From there, you can create and develop the following sections:
Tone of voice. The kind of language you use will depend on your target audience. Should it be formal and corporate, or will they respond better to a casual approach? Explain how people should feel on reading your content and the impression you’re trying to give of your business. Don’t be afraid to give examples to help your writers understand better.
Words and language. It’s important not to use jargon in your content – words common within your sector that are unlikely to be understood by those outside it. You want to resonate with your audience, not alienate it. Your editorial style guide should be as specific as possible, detailing alternatives to any technical or industry-specific terms. You might also have preferred expressions to describe product features or the service you provide – this is the place to set them out.
Spelling and grammar. English is a complicated and constantly evolving language, so it’s no wonder people get confused about the rules. It’s a good idea to include a section outlining common errors to ensure your written communications are professional. If there are any industry or business-specific words and terms that could cause confusion, these should also be listed.
Punctuation and formatting. The writing of dates and numbers, people’s names and how lists are presented are all examples of where prescribed formatting is needed. This includes the use of punctuation – whether you prefer Mr F Smith, Mr. F Smith or Mr. F. Smith, for instance. Using different styles across your content – or, worse, within the same piece of writing – gives a sloppy and unprofessional impression.
How should I implement my editorial style guide?
A good editorial style guide is a living document that is updated regularly. In the first instance, you’ll need to ensure everyone who needs it has a copy – that is, anyone who will be writing for or about your business.
After that, you might like to store a copy online in a shared file for easy access. However, this should not be an editable document; it’s important to ensure no unauthorised changes can be made. Consider a system for people to submit suggested changes or additions and review them regularly.
Creating a comprehensive style guide takes time and effort it, but it’s well worth it. It allows you to deliver consistent and powerful messages on every publishing platform, enhancing your professional image and establishing your brand.
Need some help?
If you’re short on time, aren’t sure where to start or would prefer to simply hand the whole project over to a third party, we’d be delighted to develop a tailored editorial style guide for your business.
For a complimentary consultation to discuss how we can help, get in touch with us.