When it comes to leaving a lasting mark on your customers, recognition is everything. All forms of corporate communication – from e-mails to social media posts – should resonate with your audience. Pulling that off is easier said than done. Consistency is key. And that’s exactly where an editorial style guide comes in. It defines the textual house style that all employees must follow. Not sure what to include? We’ve rounded up five essential ingredients and some easy-to-digest style tips.
Describe your reader
You wouldn’t bother a financial advisor with questions about pocket money, and you wouldn’t bore a five-year-old with words like ‘inflation’ and ‘dividends’. A light-hearted pun is fine for an internal newsletter, but not so fitting in an official e-mail to your customers. I think you see where we’re going here: defining your target audience is crucial when creating your style guide. After all, your readers determine how and what you write. Should you use a formal tone of voice or a more casual one? Complex sentences filled with specialised jargon and bureaucratic language, or something shorter and snappier? Can you leave certain foreign words untranslated, or is that a no-go?
Describe your stereotypical reader in your guide and keep them in mind while you write. Picture them sitting next to you, reading over your shoulder. Are there any words or sentences they might stumble over? Any paragraphs that might bore them? Anything they’d like to learn more about?
Set your goal
Target audience? Check. The next step is to decide what you want to do. Is your goal to inform? Then keep your words clear and to the point. Get to the heart of the matter, as we like to say. Keep it simple and straightforward with no unnecessary fluff. If you want to convince your reader to do something, feel free to add some persuasive adjectives. Superlatives and witty remarks can help your message stick. Decide on a specific goal you want to achieve with your text, then tailor your words, sentences, and structure accordingly.
Be consistent
Nothing is more frustrating than inconsistent time formats. ‘The expo is open from 08.30 to 16:30 and the artist will drop by at 9AM for a brief explanation.’ It’s enough to make our toes curl. Another classic: ‘Emperor Augustus lived from 63 bce to 14 AD.’
Mistakes like these are easy to avoid. Set concrete rules for these formats in your style guide and apply them consistently. It looks more professional and prevents confusion down the line. The same goes for job titles (general director or General Director), ordinal numbers (third, 3rd or 3rd), dates, and price formats.
Set language rules
Online dictionaries like Van Dale and woordenlijst.org are your best friends when it comes to (Dutch) spelling and grammar. That said, feel free to make your own language choices – as long as they fit within the generally accepted rules of the language you’re using. Do you prefer single or double quotation marks? Is there a specific word you want to ban from all corporate communication in lieu of something else? Are certain foreign words so commonly used in your company you don’t need italics? Go for it. Do whatever you think is best for your business. Just remember: whatever you do, be consistent. Make sure everyone knows the rules and uses them in all forms of communication.
Set rules for your logo and tagline
If you’ve ever received an e-mail from one of our team members, you’ve probably noticed the ‘zinnige groeten’ at the end. Not to mention our logo on full display: black letters on a white or transparent background. That’s our house style. Our corporate calling card. Our ‘hello, this is us.’ Our ‘hi, how do you do?’ Recognisable, familiar, and original. Setting rules for using your logo, tagline, and company name – including all variations thereof – is a must in any style guide. It helps streamline all corporate communication, without exception. Consistent use of your logo in your e-mails and on your website will also help potential customers recognise you. They’ll know straight away they’ve come to the right place.
Speaking of being in the right place: if you have any questions about creating your own style guide, head to Leopoldplein for some expert guidance (coffee and a tasty treat included)! Our wordsmiths would be happy to brainstorm about your textual identity. We’re just an e-mail, a phone call, or an office visit away.
