Style guides help companies to communicate more consistently, experts say
By Deborah Jeanne Sergeant
Does your company have a style guide? A style guide is a set of companywide policies about language and visuals for official company communications both internal and external. Style guides are commonplace among periodicals to maintain consistent means of expression. But they’re not only for media. Every company needs one.
It may seem fusty to care about wording in an era of social media rife with slang and slack on grammar. Many text messages lack punctuation and are peppered with emojis and GIFs. However, a company style guide can help your company’s wording appear professional and clear — and determine if and when those emojis and GIFs are appropriate.
“Having an in-house style guide provides consistency, branding and professionalism,” said Alexandra Fitzpatrick, marketing and communications manager at Operation Oswego County. “It allows your company to present a cohesive and professional image, while strengthening its brand identity.”
Companies connect with the public is a variety of ways, including social media, TV and radio spots, print advertising, press releases and more. Working from a style guide allows those who represent the company to speak and write more accurately among all of the means of communication.
“An in-house style guide, aka ‘brand guide,’ is vital for companies because it ensures consistency across all touchpoints, from marketing materials to digital platforms,” said Heather McCoy, owner of 315 Designs, LLC in Fulton. “It acts as a clear framework for how a brand should be properly represented — covering everything from logo placement, color selections and fonts and can even include the tone of voice used in communications.”
It may seem easier to simply wing it and hope for the best. However, this often generates communication that’s difficult for vendors and consumers to follow. A style guide can prevent miscommunication and misunderstanding. It also cultivates brand distinction.
“Consistency is key in building a recognizable and trustworthy brand and a well-crafted style guide makes sure that happens every time someone interacts with your brand,” McCoy said.
Whether you’re revamping the company website, writing a press release or responding to a social media post, a style guide can create a more efficient process for communication among staff, “reducing the back-and-forth questions by giving clear guidelines on design and messaging,” McCoy added.
If there’s only one way to do it, then there’s no need to ask the boss. Refer to the guide and the problem has been solved.
A style guide can also help employees better represent the company brand at every level and in every department. Otherwise, it’s easy to misinterpret how company materials should read, sound and appear.
“An in-house style guide helps maintain a cohesive brand identity, making sure everyone is on the same page and that your brand stays true to its vision,” McCoy said.
Building a company style guide isn’t a one-and-done project. Think of it more as a living document. It can evolve over time as new questions arise in-house as to how you want to express ideas. As the company changes it’s important to periodically revisit the style guide and update it. Evaluate what works, what doesn’t and tweak as necessary.
