I was recently asked to do some volunteer proofreading to make sure a set of documents was clearly written and free of typos and grammar errors. However, this organization preferred to capitalize the word “downtown” every time it was used, contrary to most (if not all) formal style guides (and English teachers across the globe). As their proofreader, it is my job to check for and correct errors in grammar, spelling, and punctuation as outlined in formal style guides. On the other hand, this organization has chosen, on a national level, to create a unique style of its own.  I want to make sure the organization is both happy with their written materials and that those materials remain consistent across the board.  While following the written grammar rules of a formal style guide is an easy way to achieve consistency, many organizations adopt their own style guides to create unique brands. 

Whether you are a nonprofit, a business, or a personal brand, creating a unique character is important. Using a style guide will guarantee your written communication is consistent across all of the platforms you utilize as well as for each individual who represents your brand in writing. Adopting your own style guide in addition to a formal style guide can help you build consistency and create that branded feel in your written communication. While I am an advocate for following established grammar rules regarding punctuation, spelling, and capitalization, I think it is important for every brand to also add a personal style guide. The Chicago Manual of Style can tell you when to use a semicolon but it won’t have any guidelines for tone, point of view, how and when to add visuals, or which words best communicate your intent to your audience. 

All of your captions, newsletters, blog posts, emails, and even employee handbooks should sound like your brand. A style guide is the best way to accomplish that consistent feel allowing those who speak for your company to write with your brand’s word flavor and consistently connect with your intended audience. And that’s the whole point of written communication after all! Your style guide should include rules for a consistent tone of voice; particular words that represent your brand (and maybe even a list of words to avoid); grammar rules; logo usage; brand colors; fonts; formatting considerations; and rules around images. Depending on your organization, all of this can be established through a work order and set in your specific word processing software. 

Don’t feel like you have to establish all of your preferences before ever writing a word. Styles will emerge over time as you learn what resonates with your audience. Along those lines, some words that communicate a clear meaning today may not always serve your brand (anyone else avoiding the word “unprecedented?”) so it’s a good idea to set a schedule to review and revise your style guide providing opportunities to assess your written communication style for optimal connection. 

When you work with a proofreader or copyeditor, they should ask your style guide preferences. If you don’t have any, they can be an excellent resource for creating some. If you want to develop a personal style guide for your company or brand, or you want to update, consolidate, or formalize the style you’re using now, I would love to help you.