While not a rule, the larger the organization, the more in depth the style guide. A small company can protect the brand fairly easily with everyone in the same location. A medium sized company may have two locations but operate as a centralized unit. A large company may have hundreds of employees spread out over multiple locations and the protectors of the brand are most likely not capable of previewing everything that needs to go out. Thus a style guide to advocate for the brand is useful.<\/p>\n\n\n\n
An extension of a brand style guide is a writing style guide. There are many different ways to approach your writing standards and different ways to think about it. From tone to technicalities to rule interpretations, there is a lot that can vary from writer to writer.<\/p>\n\n\n\n
Your writing style guide should provide clear direction in all areas of written word for anyone communicating on behalf of the company to a public audience. It should also provide basic direction for the tone and attitude all employees should take in all their written communication<\/p>\n\n\n\n
As we\u2019ve already discussed, your brand is being formed even when the logo cannot be seen. Customers are always forming beliefs about you and your services. The personality and tone you choose for all your writing will help shape their beliefs.<\/p>\n\n\n\n
In person, communication is 80% what someone sees and 20% what someone hears. When you are not in front of your client you immediately lose the power and influence of non-verbal communication, leaving all communication to what someone reads, leaving a lot of room for misinterpretation.<\/p>\n\n\n\n
Let\u2019s say a customer is having a hard time finding a document that you sent them via email. They\u2019re tired of looking so they email you saying:<\/p>\n\n\n\n
\n\u201cHey Dave, I\u2019ve been looking all over for that document you sent. I haven\u2019t been able to find it. Can you forward it to me again and copy my co-worker on the email?\u201d<\/p>\n<\/blockquote>\n\n\n\n
You now have several different ways you can respond.<\/p>\n\n\n\n
Response Option 1<\/strong>
You could do exactly what they\u2019ve asked and not include any text at all, just hit reply with the document attached. What message are you really sending?<\/p>\n\n\n\nWere you mad at them for asking again so you didn\u2019t include any text? Probably not, but the client doesn\u2019t know that. Nor does the co-worker that you attached whom you have not yet met.<\/p>\n\n\n\n
What kind of personality do you see in this response?<\/p>\n\n\n\n
Response Option 2<\/strong>
You can reply back, copy the co-worker, and deliver exactly what was asked for saying, \u201cHere you go.\u201d<\/p>\n\n\n\nWhat type of attitude or personality does that communicate?<\/p>\n\n\n\n
Response Option 3<\/strong>
You can reply back with the document attached and say, \u201cHi Sandy, good to hear from you. Nice to meet you, John. Here\u2019s the document that you requested.\u201d<\/p>\n\n\n\nThat\u2019s a lot better than the first two. How about we go a little further with it. What do you think about this reply:<\/p>\n\n\n\n
\u201cOh rats, I hate it when that happens – and it happens to me all the time. \ud83d\ude42 Of course I can send that over, it would be my pleasure. Hope to talk soon, Sandy. John, nice to meet you. Hopefully we\u2019ll get to meet face-to-face soon.\u201d<\/p>\n\n\n\n
Each response functionally supplies the same end result, but they all communicate in a different way. One reply is not necessarily right and one is not necessarily wrong. They are vivid examples of how our written communication may be received. At Shrein Media we lean towards the personality of empathy so the \u201cOh, rats\u2026\u201d reply would be most appropriate for us.<\/p>\n\n\n\n
Ultimately, you want to make the choice of whether you want to lean more professional with less personality or lean more personal with an emphasis on authentic communication verses proper and \u2018matter of fact\u2019 etiquette. Whatever you choose, writing it down is hugely important for helping your team understand the expectation you have for their written communication.<\/p>\n\n\n\n
Using Consistent Grammar In Your Writing<\/h3>\n\n\n\n
Your grammar and punctuation is also important to standardize. As straightforward as grammar may seem to be, there is actually a lot of room for interpretation. So much so that organizations will develop their own writing style guide as well as entire industries adopt their own standards, all in an effort to establish norms, enforce style, and improve communication.<\/p>\n\n\n\n
As much as there are \u2018universal standards\u2019 for writing, your individual company may want to break from protocol in order to better communicate to your audience or better establish an idea in a slightly different way. This practice is perfectly acceptable in today\u2019s marketing and communication climate; to maintain an air of professionalism you will want to make sure those breaks are consistent and done for the right purposes.<\/p>\n\n\n\n
A few of the \u2018grey\u2019 areas where there may be room for interpretation in your writing include:<\/p>\n\n\n\n
\n- Oxford comma<\/a> usage<\/li>\n\n\n\n
- Communicating proper nouns (for instance, Apple doesn\u2019t say \u2018the iPhone\u2019 but rather \u2018iPhone\u2019)<\/li>\n\n\n\n
- Using slang<\/li>\n\n\n\n
- Whether or not to incorporate emojis as either a replacement for words or in addition to words.<\/li>\n<\/ul>\n\n\n\n
At the end of the day, you determine how you want to portray your company through your writing; whatever you decide it should include professional grammar, correct spelling, and informed punctuation.<\/p>\n\n\n\n
Creating A Great Business Narrative to Round Out Your Branding<\/h2>\n\n\n\n
Everything we\u2019ve discussed works together to create your company\u2019s narrative or story. You want to remove ambiguity in the mind of your customer about who you are and what you value, replacing it with a carefully crafted image and story. What you want a customer to think and believe about you needs to be injected into the your brand\u2019s narrative.<\/p>\n\n\n\n
This means that you will have to take time to decide how every experience with your business should look to the customer. You don\u2019t have to tackle it all at once – pick one area and go from there.<\/p>\n\n\n\n
Here are a few areas you\u2019ll want to consider in your visual design, website language, company marketing materials, etc.<\/p>\n\n\n\n
\n- How and why did your company begin?<\/li>\n\n\n\n
- How does your company think and feel about its employees?<\/li>\n\n\n\n
- Where did the company name come from?<\/li>\n\n\n\n
- How does the company think of its customers?<\/li>\n\n\n\n
- What does your company love most about its customers?<\/li>\n\n\n\n
- What role does your company see itself playing in the world?<\/li>\n\n\n\n
- What does success look like on a daily basis for your company?<\/li>\n\n\n\n
- How do you want customers to feel when they contact your company for support, help, or to voice a concern? How would you want them to describe their experience?<\/li>\n\n\n\n
- In what ways are employees empowered to make customers feel special?<\/li>\n<\/ul>\n\n\n\n
As you put all the pieces together – logo, colors, fonts, visual marketing assets, writing style, client experience, and your company narrative – you are setting the bar for your customer\u2019s experience expectations. And after they have a great brand experience, you have already provided them with the words and images to describe to someone else exactly who you are and what you do.<\/p>\n\n\n\n
Don\u2019t read past that. Let\u2019s say it again.<\/p>\n\n\n\n
All the work you have put into creating your brand gives clients words and images to describe who you are and what you do.<\/p>\n\n\n\n
Maybe let\u2019s say it another way.<\/p>\n\n\n\n
Instead of your client describing you in his or her own words, they lean on the language and images they took away from their experience with you and now repeat YOUR WORDS to their colleagues, friends, family, and superiors.<\/p>\n\n\n\n
That\u2019s pretty powerful stuff.<\/p>\n\n\n\n
Taking the First Step to Creating a Great Brand With A Great Logo<\/h2>\n\n\n\n
You are tasked with creating a great logo for your company and now you\u2019re equipped with the knowledge that a great logo means nothing if it doesn\u2019t have a great brand behind it. The only bad thing is that creating a great brand is a lot more work than just creating a logo and without a great brand, a great logo is impossible.<\/p>\n\n\n\n
You don\u2019t have a lot of extra time to start thinking about how to take on what suddenly became a much larger project scope. Don\u2019t feel like you have to take everything on all at once. As mentioned above, pick one area and go after that. Start with developing a great company narrative. Work with three or four others from your company (and the owner if possible) to begin answering some of the questions in the previous section. This is a process that could take a long time, but doesn\u2019t have to. If you spend 90 minutes of highly focused energy answering the questions, you\u2019ll have great feedback to get started on your logo.<\/p>\n\n\n\n
After you have created a rough company narrative, take some time to begin answering some of the following questions.<\/p>\n\n\n\n
\n- Why do we want a new logo at this point in time?<\/li>\n\n\n\n
- What inspired the conversation to design a new logo?<\/li>\n\n\n\n
- What do we want our logo to communicate about our brand?<\/li>\n\n\n\n
- How do we want people to feel after engaging with our company for the first time?<\/li>\n\n\n\n
- How do we want clients to describe our company to friends and family?<\/li>\n<\/ul>\n\n\n\n
Should you choose to partner with an agency – uh, hem, like Shrein Media – that agency will want your company narrative and the answers to the questions above. They will take the lead in walking you through the process to deliver a design that you\u2019re proud of and communicates well. They can go as in depth as you\u2019d like in creating your style guide, all the way to your writing style guide.<\/p>\n\n\n\n
You are the expert in your industry and you deliver end results that your clients would otherwise be incapable of producing on their own. If you want to experience the same level of excellence when the time comes to brand your company, best to work with someone you trust who can set you up to succeed just like you set your clients up to succeed.<\/p>\n\n\n\n
Everything mentioned above we have done at Shrein Media and continue to do for our clients on a daily basis. If you\u2019d like someone to weigh in on you situation, even if you\u2019re not ready to commit to anything, we are always happy to spend time listening and bringing clarity so you can take the correct next step. You\u2019re not alone and you shouldn\u2019t feel alone – we will come along side you and help you accomplish the bigger goals you have for your company by helping in the areas we\u2019re best equipped to handle.<\/p>\n\n\n\n
Here\u2019s to you creating an amazing business brand with an amazing company logo! Best of luck!<\/p>\n","protected":false},"excerpt":{"rendered":"
If you\u2019re starting a new business or reshaping an old business, you know you need a company name and logo. Chances are you have already considered a name, drafted several taglines, explored a collection of logos you like, picked out a few company colors and written out a mission statement. My question for you is: have you considered the larger business branding and logo design opportunity ahead?<\/p>\n","protected":false},"author":1,"featured_media":98,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[22],"acf":[],"yoast_head":"\n
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He loves the Phoenix Suns, Arizona Diamondbacks, and Arizona Cardinals.","sameAs":["https:\/\/theblocksagency.com"],"url":"https:\/\/theblocksagency.com\/author\/david\/"}]}},"_links":{"self":[{"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/posts\/97"}],"collection":[{"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/comments?post=97"}],"version-history":[{"count":1,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/posts\/97\/revisions"}],"predecessor-version":[{"id":112,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/posts\/97\/revisions\/112"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/media\/98"}],"wp:attachment":[{"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/media?parent=97"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/categories?post=97"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theblocksagency.com\/wp-json\/wp\/v2\/tags?post=97"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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