Would you believe me if I told you that the brain can detect grammar errors even when you're unaware?
What about this: our brains are also hardwired to make grammar mistakes. That’s right—go ahead and forward this article over to your boss to explain the reasoning behind last week’s embarrassing typo.
But typos are only half of the problem. The other half is being consistent with your brand standards. Why is this important? Because the same way our mind can spot typos, our brains subconsciously pick up on irregularities through text.
Typos and irregularities lead to doubt and lack of authority. Doubt and lack of authority lead to a dry revenue stream.
If your team struggles to stay consistent in their copywriting, know you’re not alone. At Sauce Agency, we take a lot of pride (and meticulous spell-checking) in ensuring that our clients relay messages clearly and consistently.
Brand standards are the rules, guidelines, and exceptions that preserve and protect the look and feel of your business. Oftentimes they’re compiled into a brand style guide or a digital rulebook.
Establishing a brand style guide is crucial to communicating clearly to your audience. Why? Because an up-to-date brand style guide tells every member of your team how to write for your brand. It tells your audience what your brand means. It keeps your copy streamlined and consistent. Consistency in your messaging and branding keeps every stakeholder—from employee to customer—on the exact same page.
Here’s what the typical brand style guide includes:
While this is a great list, there is much more to your brand than the fonts and colors. The way you write copy communicates an aesthetic and authority as well. Don’t believe me? Keep reading!
Have you ever read an online article only to find a typo? How did it make you feel? Chances are it left a bad taste in your mouth and tainted the article you were reading. If they missed a simple spelling mistake, how do you know they won’t miss something if you were to hire them for your brand?
Typos and inconsistency undermine credibility. If you don’t have time and commitment to proofread and correct common writing mistakes, customers can’t trust you to solve their problem.
Your brand is no different. As the StoryBrand methodology tells us, if you confuse, you lose. That includes your grammar and spelling. When your spelling and grammar are irregular, your reader is required to burn more calories deciphering whether or not the inconsistency is a message or a mistake. Save them the trouble by being consistent from the start.
You may be thinking, But Savannah, everyone knows you need proper grammar for your brand! And you’d be right! But you’d also be surprised to learn about the countless intricacies pertaining to grammar that, if neglected, can make or break your brand’s authority.
Every part of your brand should be streamlined, guided by the map that is your brand style guide. When it comes to copy, here are several pieces to ensure are always consistent:
Here’s an example of a few of Sauce’s branded terms:
Please note that this is not a comprehensive list of everything to be included in your brand guidelines, but rather a starting point.
Sometimes, you’re short on time or don’t have a proofreader available. Here are a few easy techniques to proofread your own work:
Brand inconsistencies are bound to happen, but they can be stopped and prevented by developing a strategic brand style guide with editorial guidelines to keep your brand streamlined. If you’d like to get started on your own, schedule a call with a certified Growth Guide to learn more today.