Using a consistent, coherent style can help brands establish credibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 01, 2020, 6:22 PM UTC

The absence of a clear style guide can lead to branding failures.

Brands should develop a concise style guide – around four to five pages long- keeping in mind their target audience. They should also ensure consistency in their messaging and their voice across the board.

Style guides should include a general overview, a mission statement and other similarly themed sections. Ensuring that small details like the usage of “&” or “and” are addressed, can go a long way in establishing the brand’s image.

Businesses can also leverage existing style guides – like the AP style guide – as a starting point. But, they should incorporate modifications that reflect their brand’s differences. Describing and explaining how the tone and voice are expected to work can further help in establishing consistency.

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