When it comes to building a successful brand, consistency is crucial. All of your content channels should speak in the same tone of voice and deliver the same messages. Why? Because in business, consistency, reliability, and trust are all part of the same package. For this reason, a copywriting style guides are an excellent tool with which to build trust.
Your brand is the public face of your business, its personality, and the fundamental means by which your clients and customers get to know you. Ensuring that you maintain a coherent and professional character helps engage your customers, build loyalty, and develop relationships that last beyond just one purchase.
When someone engages with your content, whether they’re a repeat client or new customer, they take away a set of expectations. If the next thing they read from you is sub-par or wildly different in tone or message, they will notice.
Inconsistent messaging damages your reputation and makes it harder for you to cut through the noise. And having an incoherent personality isn’t going to do your brand any favours either.
For this reason, copywriting style guides are an essential part of any business’s brand toolkit.
We’re going to take a look at what style guides are, and why they’re so important for anyone looking to foster a genuine connection with their target audience.

What is a Copywriting Style Guide?
A copywriting style guide is the basic operating manual for your brand. It is the ground rules that anyone creating content for your business needs to follow. Simply put, it sets out exactly how your brand should look and sound in its written communication on any channel.
A style guide will direct the tone, vocabulary, language, and mood of your content. It will clarify any grammatical style you follow, and any word choices or punctuation to focus on or avoid. It can prove an extremely helpful document for your writers, establishing a framework for how and what you want them to write.
Copywriting style guides don’t have to be complicated either. In fact, the simpler, the better! They should address basic queries and be the go-to resource for a bunch of fundamental copywriting questions. Things like whether or not to use the Oxford comma, what your headings should look like, and how formal, conversational or technical your language should be.
A copywriting style guide is a set of clear, easy to follow guidelines that ensure that all your content creators can write with the same voice – yours.
Why is a Style Guide Important?
Getting key messages through to your target market can be a challenge. To push your customers to take action, repetition is key. It is one of the most useful ways to convey authenticity – one of the most important copywriting tools a business can use.
The same applies when it comes to establishing your brand. To make people remember who you are, you must foster a sense of familiarity, and therefore trust.
As we mentioned above, consistency is a huge part of building trust and customer confidence. Clear, coherent, and consistent messaging helps prospective clients and customers believe that you can deliver similarly consistent results for them.
A good copywriting style guide lets you develop a clear, attractive, and engaging brand. It enables you to create high-quality, coherent content that builds loyalty and trust. Most of all, it gives your brand a robust voice through which to share your core values – one of the most important building blocks for success!
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