Clients may have their own guides, or at least their own ideas for guides. Clients may be willing to defer to you and whatever your style is. Whichever scenario, it’s good to know what a style guide is and to have one for your own business.
The focus of a style guide is to provide guidance on usage when more than one possibility exists; it isn’t so much for distinguishing between correct and incorrect grammar.
Business can choose style guides and dictionaries to follow for most word inquiries, but there are always words or phrases – do I capitalize this or not? Does this need to be hyphenated? – that come up over and over. Individual style guides track these types of things.
I generally follow Chicago Manual of Style and use Merriam Webster Dictionary. A majority of my clients go with what I recommend, but I do have a few that use the AP Style Guide and prefer the Cambridge Dictionary.
With your own style guide, you present yourself (your brand) in a consistent way. And when you have staff, or other writers helping you with content, the style guide helps ensure that everyone uses the same tone and remain consistent with your writing. A style guide saves time and resources by giving answers to questions that come up about preferred style.
Even though clients may go with your preference, every company is different – their branding, their voice, their tone – everything is unique to each business.
Style guides are for the ‘exceptions’ – those things that fall outside the chosen manual of style and dictionary (or to clarify which reference to use).
Examples of items in my style guide — regardless of what CMS or Merriam say, I go with “Internet” vs “internet” and “Web site” vs “website”. Some clients prefer the lowercased options. I’m also in favor of the Oxford (serial) comma – meaning a comma after every item in a list.
Other things to include in a style guide are specifics about:
- Headings in general — how they are capitalized
- Lists — whether they are capitalized at the start and if/how/when they are punctuated
- Numbers — when they should be spelled in full, in particular
- Rules for headings of chapters, figures, and tables — as well as how to number them
Style guides are not long documents — as most rules and examples are found in the dictionary and manual of style chosen. A good rule is 4-5 pages, max – Arial, 12pt font, double space between items. Keep it clean, simple, streamlined. As you add to it, you may reorganize it — if you have other people use it, you’ll find more items to add quickly.
My style guide a simple Word do and is only a couple of pages long, as are the ones created for clients. I bold terms I want to leap off the page, but otherwise it’s simple text on a white page. (Nothing says it has to be typed, either.)
Do you have a style guide for your writing? Have you created one for a client before? Do you think a style guide is a useful document for your business?
Lisa J. Jackson is an independent writer and editor who enjoys working with businesses of all sizes. She loves researching topics, interviewing experts, and helping companies tell their stories. You can connect with her on Twitter, Facebook, and LinkedIn.