First things first: Does your company really need a style guide? Yes. The bottom line is that style guides help put everyone in marketing and — here’s the thing — in other departments on the same page. Consistency makes for more polished communications pieces.
I know it might sound daunting, but it doesn’t have to be. A style guide doesn’t have to be a 200-page book. It might be no more than a few pages. Here are a few simple steps to get you started:
1. Choose a baseline. There’s no reason to start from scratch when there are good, industry-standard guides available. Most companies opt for AP style as the baseline.
2. Highlight any dislikes. Whether you’re looking at AP, Chicago Manual, the New York Times or another style guide, it’s not going to be perfect. Your guide should call attention to any deviations from the baseline. Maybe you’re tired of “Web site” or really like a serial comma. Make these notes the first entries in your guide.
3. Add industry-specific terms. Depending on your industry, you may have jargon, technical terms and organizations that won’t appear in any generic style guide. Review industry journals or your latest communiques to help remind you. For example, if you work in tech security, you might use words like cybercrime, cybercriminal and cyberthreat — should these be one word or two?
4. Add company-specific terms. Now, it’s time to turn your attention inward. How should departments and divisions be referenced? Can your company name be shortened on second reference? Does your CEO use his or her middle initial in text?
5. Make it an evolving document. Don’t waste time printing and binding beautiful copies for your staff — unless you have extra budget burning a hole in your pocket. This document will likely change constantly. You’ll realize new entries you want to add with each piece you produce. You’ll see a change coming that AP moves more slowly on. Never consider this document final.
Congratulations! You just created a company style guide. Now, don’t forget to share it beyond the marketing staff, and make sure it’s being used — because without enforcement, you might as well not even have one.