Style is how your content appears to your customers. It’s the grammar and punctuation rules, such as when to capitalise certain words and brand names, as well as the company’s preferred spelling on common terminology. It also includes guidance on relevant abbreviations and acronyms, and word lists that include any specific vocabulary that you use or don’t use.
The main advantage of documenting your style is avoiding inconsistency and repetitive questions from your team. If there is more than one person creating content you run the risk of variations and inconsistencies, which can lead to customer confusion. When you can point other content creators to a common source, you avoid having to be the ‘grammar police’ by answering the same spelling, grammar, and vocabulary questions over and over.
The style we have adopted at EcoOnline is to be straightforward and natural. Write in a clear and friendly manner. Say exactly what needs to be said and no more. Say it in an encouraging and friendly way. Follow basic grammar rules, but clarity and a natural-sounding voice take precedence.