A writing style guide typically contains information on editorial rules, grammar and punctuation conventions as well as the tone of voice and terminology used by an organisation. This supports teams to create aligned and effective content across different formats.
These are our five reasons why your organisation needs to develop and implement a writing style guide.
1. Establish consistency and create clarity
Without the clear rules a guide provides it can be difficult to ensure consistency across channels, with differences in tone and language potentially confusing for customers. Your writing style guide is a single source of truth, meaning no matter who in your organisation is producing the communications, it should always be representative of who you are as a brand.
2. Reinforce and enhance your brand identity
Having a unified approach to all communications is important in developing brand personality and customer experience. Using an engaging and consistent writing style helps reinforce your brand and become easily recognisable to customers. Writing style guides often contain guidance on different communication types such as: presentations, reports, social media and email marketing, ensuring a common thread is used throughout. This is particularly important when your customer engages across various touchpoints.
3. Align internal teams
The writing style guide helps get all of your employees to get on the same page, avoiding any confusion or disagreement (is it ebook or E-book? organisation or organization? Full stop after a bullet point? – the writing style guide will decide!). It also supports embodying the brand throughout communications. This can be especially powerful for new employees or freelancers, with the guide providing a clear understanding of how your organisation talks about itself. It may even include a glossary of terms for this purpose.
4. Empower employees
Not everyone in your organisation may be a grammar whizz, familiar with the best structure for a LinkedIn post or even aware of the tone their colleagues take in direct email comms. Nor may they need to be. But no matter the size of your organisation it is likely most employees will be producing communications at some point whether this is on social channels, writing a whitepaper or a direct customer email. Including information on tone, language, grammar, and social channels, having a guide can be invaluable for employees to refer to as a helping hand and bridge any knowledge gaps.
5. Avoid mistakes
With set guidance to refer to, it can help minimise the potential for grammatical, tone, or structural errors. In turn reducing editing time and helping to avoid any potentially costly mistakes!
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