what is an editorial style guide?

Brighter Collective Editorial Style Guide

Prepared by Brighter

Andrew Kaufman – Senior Content Strategist

[email protected] | 310 857 2915

12115 West Bluff Creek Drive Los Angeles CA 90094

www.brightercollective.com

What is an Editorial Style Guide?


Confidential and Proprietary | 3

It’s a manual of general rules and guidance for all

internal and external communication.

It’s not a bible



It’s a reference guide



To help promote consistency



Not uniformity





Why do we need this guide?

How will this guide help me?

Learn



how to communicate the core brand messages and values that help differentiate Brighter from other organizations.

Improve



your written communication skills by learning the basic principles of good writing across different channels.

Help



promote consistency in all communications, from the smallest details to the largest messages.

Message Architecture

What we want our audience to think



is

Confident



We immerse ourselves in our client’s organizations to truly understand what they need to achieve their goals...

Supportive



We share our knowledge and expertise to support our clients in making the changes they need to adapt their business and position it for sustainable growth…

Thorough



We take the time to understand our client’s challenges in their entirety…

Responsible



We create big-picture strategies grounded in the little, day-to-day details because we know that a strategy is only useful if it’s executable and scalable…

Enthusiastic



We love what we do: it’s that simple…

Voice & Tone

VoiceVoice & Tone


ToneVoice & Tone


What is Brighter’s Tone of Voice?

Authentic

Confident

Intelligent

Eager

Casual

Intentional

Voice & Tone

Brighter’s Tone of Voice


but not sentimental or folksy

but not arrogant or aggressive

but not condescending

but not annoying

but not laidback

but not rigid

How to be Authentic

Voice & Tone


• Write how you would talk to a good friend.

• Use plain, natural language.

• Avoid corporate buzzwords or jargon.

• Omit needless words.

• Don’t use too many adjectives and

modifiers.

• Show, don’t tell.

Authentic

Good Example

Voice & Tone


“We don’t speculate. We roll up our sleeves and do research using a variety of tools, including social listening software, lots of data and, yes, even books.”

Bad Example

Voice & Tone


“We like to think outside the box in order to synthesize learnings and provide actionable insights. By leveraging industry leading cross-platform solutions, our dynamic, experienced team of visionaries is able to deliver high level mission-critical analysis and best practice recommendations designed to help empower you to take your business to the next level.”

How to be Confident

Voice & Tone


• Don’t make bold claims or boasts.

• Use active sentences and constructions.

• Be direct, not hesitant.

• Don’t over promise.

• Use facts and real-world examples.

Confident

Good Example

Voice & Tone


“BRIGHTER’s marketing campaign intelligence and business consulting solutions produce the vital evidence and data that is used by marketing professionals, CEOs, content producers, publishers and studio executives alike.”

Bad Example

Voice & Tone


“To say that we’re a world-class organization would be an understatement. Our flawless track record makes us the top choice for companies looking to increase conversions and positive brand sentiment – no matter what your budget is.”

How to be Intelligent

Voice & Tone


• Strive for clarity and comprehension.

• Make bold statements, but not fanciful

ones.

• Speak with authority, but not without

humility.

• Respect the intelligence of your readers.

• Don’t keep repeating the same idea or

point.

Intelligent

Good Example

Voice & Tone


“We believe the secret ingredient to brand awareness and loyalty lies somewhere between experience, authenticity and engagement.”

Bad Example

Voice & Tone


“Our brand-centric expertise can help make your company become a household name by emphasizing systematic congruency and consistency across multiple channels.”

How to be Eager

Voice & Tone


• Use warm and simple language.

• Convey a positive sentiment.

• Be genuinely interested in making things

better.

• Care about the details.

• Avoid sounding stiff, academic or somber.

• Avoid sounding annoyed or impatient.

Eager

Good Example

Voice & Tone


“I’d love to get your Google Analytics login information when you get a chance. I’m excited to get a first-hand look at the data to see if we can find any trends that might be helpful.”

Bad Example

Voice & Tone


“Hey, can I get that Google Analytics login info? I really want to start crunching the numbers and I need the password to get in.”

How to be Casual

Voice & Tone


• Write like you speak.

• Use contractions – we’re, it’s – not full form.

• No marketing terms unless absolutely

required.

Casual

Good Example

Voice & Tone


“We call Los Angeles our home. And just like our hometown, we know how to have fun.”

Bad Example

Voice & Tone


“Welcome to our website. We are a digital marketing agency based in Los Angeles, California. Our portfolio of clients includes numerous Fortune 500 companies. Our cutting-edge work redefines what can and cannot be done.”

How to be Intentional

Voice & Tone


• Each word and paragraph has a purpose.

• Only contribute if an idea or thought is

needed.

• Don’t talk to talk or add words just to be

involved.

Intentional

Good Example

Voice & Tone


“We are an adaptive marketing agency that embraces change in a pursuit for improvement.”

Bad Example

Voice & Tone


“The industry is constantly experiencing change. Change is a way of life.”

Who we are

Who we are


“We are an Adaptive Agency…”

Who we are


“We are not a [marketing company] [technology company] [content company]

…”

What does that mean?

Who we are


Adaptive agencies differ from traditional agencies in significant ways the most important difference is that traditional agencies focus on accomplishing a defined “scope of work.” Adaptive agencies work toward delivering a “scope of value.”

But that’s not all…

More


• How to use our name and tagline

• What it means to be an adaptive agency

• Scripts for how to explain our brand/vision

• Tips on writing fundamentals

• Advice on understanding your audience

• Common written and verbal errors

What else is in the Editorial Style Guide?

55

Go forth and represent Brighter well!

ThankYou.

what is an editorial style guide?

Marketing

voice tonebad example

thinkis confidential

voice toneintelligent

voice tonevoiceconfidential

voice tonetoneconfidential

voice toneauthentic

voice toneconfident

message architecturewhat