How to Create a Style Guide That Shows Your Brand’s Identity
If you’re a well-established brand, you likely already have a style guide — but if you’re a rapidly-growing startup, maybe you haven't developed one yet. Either way it should serve as the single source of truth for all of your brand-related communications.
While being prescriptive and using clear language, a style guide instructs your employees and channel partners on how to communicate on behalf of your brand. Should their language be formal or informal? Conversational or authoritative? Should they write with an active or passive voice? All of these elements work together to craft your image, and a style guide ensures consistency among partner outreach.
Inconsistency makes people uncomfortable and causes confusion about your identity as a brand, which can erode their trust in you. For example, if they receive some partner messages that are formal and authoritative while others are cheeky and playful, they’ll have a harder time relating to you.
Maybe your company aims to be the expert in all your industry matters, or maybe it hopes to be the casual best friend customers can turn to for help — either way, your style guide should articulate your preferred voice. Be sure to keep the following tips in mind when creating it:
Make your style guide easy to access online and include plenty of writing samples that provide a blueprint for partners to follow.
Organize it by section and include links that make it easy for viewers to navigate.
When satisfied with your draft, determine which stakeholders should approve it and share it with them for feedback — you’ll need their support and guidance on parts that may apply to different areas of your org.
Once you’ve created an approved guide and published it online, it’s time to share it with your cross-channel partners — plus any copywriters or ad agencies you contract for freelance work. Having everyone adhere to this source will help their work meet your brand guidelines and build a strong public image. By launching your guide through a Squarespace Enterprise site, you can ensure that appropriate access controls are in place.